Ashish Chhabra, Jt. Managing Director, Hygienic Research Institute Pvt Ltd.

The category of shampoo based hair colour is growing much faster than the overall hair dye category (50%+).

May 07, 2019 06:05 IST India Infoline News Service

Ashish Chhabra, Hygienic Research Institute
Ashish Chhabra, Jt. Managing Director, Hygienic Research Institute Pvt Ltd., is involved for more than 20 years into active FMCG business of HRIPL & has closely worked in cross functional areas viz. Sales, Marketing & commercial departments. Ashish is at the helm of steering HRIPL as an new-age cosmetic company & is instrumental in nurturing the Streax and Vasmol brands into formidable hair care brands with his marketing acumen. 
 
In an interview with Shweta Papriwal, Editor, Indiainfoline, Ashish Chhabra said, “Streax offers the widest range of fashion based highlight colours both in consumer packs & salon offering. These unique USPs of Streax sets it apart from rest of the players in the market.”
 
Brief us about the newly launched product-Streax Insta Shampoo Hair Colour
Leading hair colour brand, Streax has launched their Streax Insta Shampoo Hair Colour which covers all your stubborn grey strands in just 5 minutes. No lengthy process of measuring, mixing and then endlessly waiting is required with the Streax Insta Shampoo Hair Colour. A simple, do-it-yourself format, all you have to do is squeeze out the contents from the pouch onto your gloved hands, gently massage the mixture onto your dry hair and then after 5 minutes wash it off like you do with any other shampoo. Voila! In just 5 minutes all your grey strands are perfectly covered giving you your natural looking hair. The Streax Insta Shampoo Hair Colour comes in three colours: Natural Black, Dark Brown and Natural Brown.
 
Why is there a need for quick and convenient hair colouring solution in the market?
There has been a clear shift towards fast and convenient hair colouring solutions in the market. All of us today lead busy lives and are always on the run. In today’s day and age, hair colouring at home or even at a salon can be a long and tedious process which most of us don’t have time for. But what do you do if you have grey strands which have to be covered before an important meeting or a lunch date with your friends.
 
What are the future plans of the brand?
It is imperative to continue offering solutions that arise from the consumer needs and drive the trends in the market. Consumers are increasingly demanding products best suited for their specific requirements. It is no longer a ‘one size fit all’. Streax has relentlessly worked towards offering customized hair care solutions for niche consumer needs thereby building stickiness on the brand, whether it is offering largest shade range in hair colours or hair serums catering to specific needs like sun-block serum & Colour lock serum. And we continue offering products in the brand that have consumer relevance.
 
Consumer/Market insights on the emerging shampoo based hair color category (Share financial figures for growth, share, etc.)
The category of shampoo based hair colour is growing much faster than the overall hair dye category (50%+). The leader in the segment being Cavin Kare but Streax also is gaining faster in its key markets of North and West.
 
What are teh upcoming trends in hair color industry?
There has been a clear shift towards fast and convenient hair colouring solutions in the market. To address this need, Streax launched Shampoo Hair colour, a highly convenient hair colouring format. Another change in consumer preference has been acceptance of bold fashion colours; the market is not only of blacks or browns which have been the basic colours, consumers are now also opting for reds, copper shades and hair highlighting colours in Blondes, Reds. Streax offers the widest range of fashion based highlight colours both in consumer packs & salon offering. These unique USPs of Streax sets it apart from rest of the players in the market.

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