The ‘Earth to Bottle’ store is only the second one launched by the Aroma Magic beauty expert, featuring their exclusive products based on aromatherapy and essential oils
Organic and natural are buzzwords trending in the global beauty market. With easy access to western trends, Indian consumers too are now preferring ‘clean label’ products over sulphates, parabens and synthetic chemicals. As such, the outlook for natural and organic beauty products is extremely positive and pegged to grow at a compounded annual growth rate (CAGR) of 17.27 percent till 2022, as per an Azoth Analytics research report.
Blossom Kochhar Aroma Magic (BKAM), a homegrown brand synonymous with aromatherapy and natural skin care for over two decades now, is a premium player in the India scene. Established by one of the pioneers of aromatherapy, Dr. Blossom Kochhar, the brand is steadily expanding its footprint across cities through exclusive kiosks and its innovative spalon cum shop concept. The most recent of its expansion is the COCO store at the luxurious Solace Day Spa in Ballygunge, Kolkata.
Moving a step closer to consumers
The ‘Earth to Bottle’ COCO store, as the brand christens it, is a unique spalon cum shop model. It fuses together aromatherapy services and products under the same roof to give a holistic experience to customers. The experience store at Kolkata is second of its kind launched by BKAM. The first Earth to Bottle COCO store was opened in the popular Hauz Khas Village, Delhi.
The COCO store at Delhi retails exclusive Aroma Magic skin, body and hair care products as well as essential oils and offers services to indulge and relax the customers. The array of services includes one-of-its-kind facials, body care, manicures, pedicures, nail art, haircut, colour and styling, all aimed to give customers a first-hand experience of the products. The store décor too is minimalistic in design, with naturally bright rooms and extensive use of alternative materials like bamboo to underscore the brand focus on the natural and sustainability.
The new store at Kolkata is housed in Solace Day Spa, a long-time partner of BKAM and one which echoes the brand values of holistic wellbeing. The spa has been offering specially designed aromatherapy-based services to their clients for nearly a decade now. With the launch of the Earth to Bottle COCO store in the premises, their customers can now easily stock up on daily beauty supplies.
The Earth to Bottle COCO stores is a key initiative by the brand to come closer to its consumer base. The stores have been designed keeping customer aspirations in mind and to ensure easy access to customers for their daily skin and hair care needs. The brand plans to open more COCO stores across the country to maximise this experience among their consumers.
BKAM enters hair care
During the inauguration of the new store, Dr. Kochhar also revealed about their foray into the hair care segment. The latest addition to the BKAM offerings, the aromatherapy hair care range seeks to fill the void for ‘chemical free’ hair solutions. Aroma Magic hair care suite, which includes shampoo, conditioner, serum and hair oil, is infused with essential oils that are anti-bacterial and aid in hair rejuvenation. The brand suggests that the essential oils have a multitude of benefits like moisturising the hair, promoting volume and shine, balancing oily scalp, treating dandruff, enhancing memory and many more. The hair care range which is completely nature derived just as the other products of the brand has received a positive response from consumers, asserts BKAM.
Back to nature
Such geographical and horizontal growth augurs well for BKAM in a market increasing shifting towards natural and organic personal care. Consumers today are discerning and have evolved from cost sensitive to health conscious. Enhanced purchasing power coupled with a more informed and independent generation is paving the way for premium products.
The Indian market is inundated with natural and organic personal care products across the various segments. While Kama Ayurveda, Just Herbs are clearly in the super premium category, the mass category has several brands like Khadi Naturals, Himalaya, Boutique, Lotus Herbals. Blossom Kochhar Aroma Magic is a distinct player in the middle premium segment and their ‘affordable luxury’ positioning is a strategic one that works well with the aspirations of the people to live a better life and look good. Besides, BKAM claims to have a strong legacy to create and market nature-derived wellness and beauty products and therefore stands a better opportunity to penetrate the market with customer-centric distribution channels.
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References:
- https://news.franchiseindia.com/content/blossom-kochhar-aroma-magic-launches-its-coco-store-in-kolkata.n17334
- https://www.pressreader.com/india/india-today/20140915/283003987995808
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- https://in.fashionnetwork.com/news/Blossom-Kochhar-opens-Earth-to-Bottle-store-in-Kolkata,1043199.html#.XBnNVFwzbIU