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Hair highlights

Branded hair cosmetics are making heads turn as they enter Kerala markets

COLOUR ME RED Happy hair days are here PHOTO: VIPINCHANDRAN

Look around you. It is a wee bit difficult to spot natural virgin black hair on majority of Indian heads anymore. The monopoly of black has given way to shades of reds, blondes, browns and silvers that now streak the crowns. And it doesn't stop with the riot of colours but avant-garde hairstyles too are making heads turn like never before. Metallic hair dyes and henna are passé. International hair cosmetics endorsed by the likes of Aiswarya Rai (L'Oreal) with their vast range of hair creams, shampoos, colours are taking the Indian market by storm. And Indians are slowly shifting from the traditional oils and herbs and experimenting with global brands are thoroughly enjoying the sheen. For global players like L'Oreal, Schwarzkopf and Wella there have been no tangles or knots in the Indian market. It has been just a smooth, silky ride with enough conditioning to see a 35- 40 percent increase in sales every year. The organised sector is a 100 crore industry while the unorganised sector with homemade dyes is much larger.

And hair cosmetics segment is poised to grow phenomenally. Wella who entered the Indian market only five years ago launched their professional line in Kerala this week. The Wella Regional Sales Manager, Shanawaz Nayyer grins from ear to ear. He has reason to be jubilant for Wella India saw a whopping 400 per cent increase in the sales last year. Says he, "No other segment enjoys such a fantastic growth as the hair cosmetic industry. The constant beaming of Fashion TV and numerous other serials have made an impact. People are very conscious of their looks now and are willing to invest in themselves. Though much of Wella products are for the high-end consumer we have seen the middle class willing to spend money on our products. Earlier it was just on clothes and jewellery but now Indians are spending heavily on hair too. Kerala is an untapped market and once the people are properly informed about hair colouring here they will definitely spend on our products. We are also introducing Hair Spa to Kerala. We want them to pamper their hair like how they pamper their faces."

Says hairstylist Lata Nair, "I have been using the global brands for ten years and I am very satisfied with the results. These brands are very expensive but their creams and conditioners ensure that the hair is not damaged after it has been coloured or straightened. Imitation of movie stars is very high among the young. Mallika Sherawat's curls are a much sought after style whether it suits the people or not. And every youngster wants to colour the hair." Shobha Kunjan of Live in Style advices " It is always better to go to the qualified beautician when one wants to colour, straighten or curl the hair. We look at the texture of the hair and then decide how the hair should be treated. When you buy the do-it-yourself kit sometimes the hair can get damaged or the colour can be patchy. The process of colouring or rebonding is long but the customer will get the satisfaction if done by a professional." And so great hair days are here.

Hair-raising

Global hair cosmetic players are driving home the point that the henna in the market may be adulterated. Lata Nair, hairstylist of Cheveaux, Bangalore agrees with them, "Henna is now considered a devil's herb. There is not enough henna cultivation in India to meet the consumption and adulterated henna can damage the hair." Sajani Jacob of Kanthi Beauty Parlour, Kottayam points out that though pure henna is best for the hair but we do not know what goes into the packet that is being sold in the market. "In all probability there could be metallic dyes being added to the henna."

The international research labs of the global players are going to ensure that Indians are aware that the branded products are safer than the pouched henna and metallic dyes. If you do not have a henna tree in your backyard, these players warn, one should think twice before you reaching out for the pouched henna sans the ingredients on the cover.

MINU ITTYIPE

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