In a freewheeling chat with IMAGESBoF.in, Biju Kassim, President SSBeauty, talks about Shopper’s Stop homegrown beauty company, SSBeauty, even as he delves into the beauty sector in India, which is anything but skin deep…
India is getting a facelift and the makeover has been fast and firm. The Indian beauty and personal care industry is exploding, with market size across the country slated to hit Rs 2 trillion by 2025, according to a study by Statista.
In this mushrooming scenario, Indian beauty retail companies are a dime a dozen, but only a few truly meet international standards of quality and luxury, at affordable prices.
One such homegrown company is SSBeauty, Shoppers Stop’s luxury beauty store chain.
Launched in February 2022 in Mumbai, Shoppers Stop has since then opened 11 standalone beauty stores of SSBeauty. The company provides an extensive range of select and exclusive beauty brands including renowned global brands such as Clinique, Estee Lauder, Bobbi Brown, and many more. Its own brand, Arcelia, known for its quality and innovation, caters to a wide range of beauty needs.
SSBeauty currently occupies 17% of the overall Shoppers Stop portfolio.
In a freewheeling chat with IMAGESBoF.in, Biju Kassim, President SSBeauty, reveals all there is to know about SSBeauty, and delves into the beauty sector in India, which is anything but skin deep.
Excerpts from the exclusive interview…
SSBeauty’s Market Presence
SSBeauty’s presence spans major cities and towns, with a strategic focus on key retail hubs and high-traffic locations in India as well as in the rapidly growing tier 2 and 3 cities. We have 11 stores currently, which showcase an extensive range of premium beauty brands both Indian and international.
Our Omnichannel strategy provides customers with the option of shopping and engaging with its brands online, as well as the experience of trying on apparel or beauty products in a physical store. The ability to interact with us through our stores and online gives us a competitive advantage in terms of our ability to serve our customers. It extends to customer support, ensuring that customers receive consistent and efficient assistance across channels.
Technologies That Will Drive Beauty Retail In India in the Future…
The industry is moving towards beauty retail driven by beauty tech. We are constantly investing in technology. We are installing try-on mirrors in each of our stores. The response to the pilot we recently conducted in Mumbai was outstanding.
Joining the esteemed retail brand SSBeauty has allowed me to leverage my expertise in the beauty sector and bring innovative strategies to enhance the shopping experience for our customers. I am dedicated to curating an exceptional range of beauty products and ensuring that Shoppers Stop remains at the forefront of the industry: BIJU KASSIM, SSBEAUTY PRESIDENT
Range of Products & Fastest Moving Category
Our company offers an extensive range of products that cater to various beauty and personal care needs. We provide everything – from skincare, makeup, fragrances and other specialized items. The idea is to provide high-quality products that cater to individual preferences, allowing customers to curate their own unique beauty rituals and experiences.
When it comes to popularity, the fragrance category has proven to be a steady leader, followed closely by makeup and skincare.
New Emerging Categories at SSBeauty
The men’s beauty and grooming range has experienced a consistent and noteworthy growth quarter-to-quarter as men are increasingly embracing self-care practices that enhance their appearance and well-being.
Major Customer Value Proposition
The 3Cs – Consistency, Customer focus, and Capital allocation help us guarantee strong results.
Marketing Strategy to Position SSBeauty for Long Term Success
We visualize SSBeauty as a one stop destination for all beauty brands.
We have acquired some incredible brands over the past year, including Clarins skincare, NARS cosmetics, and L’Oréal fragrances. We are also planning on supplying to retailers like Nykaa, Sephora, Lifestyle, Parkos, Myntra, and other retailers pan India.
We are also looking to add more foreign brands like Huda Beauty, Charlotte Tilbury, The Ordinary, to name a few.
Importance of Tier 2- 3 Towns & Cities
The demand for beauty and fashion in tier 1 and tier 2 towns is at an all-time high due to rising social media usage. Customers are willing to invest and want to stay current on the newest fashion and beauty trends. And even though we continue to see good growth in our metro stores, we also see a sizable growth opportunity in Tier 2 & 3,.
We recently opened up Estée Lauder SSBeauty Store in Chandigarh and are looking to expand more in coming years.
India’s current position in terms of aspirational growth and consumption presents a significant opportunity for the beauty industry. The vast potential consumer base for the industry is only growing on the back of increasing beauty consciousness, digital influence and increasing urbanization.
Alongwith store growth, we are looking to introduce top brands to India in keeping with our brand purpose of encouraging that country to look good and feel confident. We want to provide a wide range of luxury, global and homegrown brands to our target audience.
Our expansion plans include bringing in more international brands within our eco-system.
Next Big Change in the Beauty Segment
Personalization, customization, and wellness integration are the driving forces that are reshaping the beauty industry in India. People are no longer going for generic beauty solutions; they want personalized recommendations and tailored formulations that address their specific skin concerns, hair types, and beauty goals. They are adopting a holistic approach to beauty, understanding that it is interconnected with other aspects of their well-being. They are incorporating factors such as diet, fitness, mental wellness, and self-care practices as integral parts of their beauty routines.