By Shahnaz Husain
Today, branding is all important, especially when you buy cosmetics. However, I feel that before finding out about the brand, you should know about yourself, your skin type and the individual needs of your skin and hair. In fact, a great deal of information is available about customized products in beauty care. You should definitely select cosmetics according to skin type and also the season. During the Monsoons, for instance, you would need skin toners and fresheners.
Increasing your knowledge about the brand is also important. Find out whether it is an established brand, or whether it sells organic and environment friendly products. There is enough information today about the company’s brand image and brand identity. If the products live up to the brand image and the projected brand value, it obviously helps to build brand loyalty.
The company’s website also provides information and knowledge about the brand name and its products. Fortunately, in India, the rules and regulations have become more stringent and a licensing system is in place for the manufacture of products. There is also greater awareness about good health and total well-being, leading to the shift towards organic cosmetic products. The greater awareness of the link between beauty and good health is influencing the demand for organic and environment and animal friendly products. Wellness is also becoming a part of the beauty business, with spa treatments being included in salons. One should find out more about the products. Are they without parabens, sulphates, mineral oil and synthetic colours? One should also be aware of the active ingredients in the product.
Today, there is a virtual world, which is growing by leaps and bounds. Online shopping for beauty products has become popular. Artificial Intelligence (AI) is impacting our daily life in so many ways, including advising us which product to buy. Companies who are into innovation of beauty products, like mine, can take advantage of new techniques, through AI. With the help of Artificial Intelligence, the customer can find a skin profile that is totally personalized and unique. The customer can refer to the virtual card, fill in the details and buy a customized product online. If you have sensitive skin, you can also buy a sample jar or a small size jar and do a patch test before trying out a new brand. You may not wish to splurge, so buy what you need, but go for a reputed brand and good quality products.
About Shahnaz Husain
Shahnaz Husain, pioneer of the Ayurvedic beauty movement, heads the Shahnaz Husain Group, with a global network of franchise ventures and 375 Ayurvedic formulations. A Case Study at Harvard for Brand Creation, she is now a Harvard Subject for “Emerging Markets” She was honored with the Padma Shri Award and is the first woman in 105 years to receive the World’s Greatest Woman Entrepreneur Award from Success, the U.S. business magazine. Indeed, Shahnaz Husain is a leading international beauty icon.’
