Gen Z seeks greater transparency and deeper connection with brands: Priyanka Puri

Streax Professional, a leading brand in the beauty and hair care industry, is renowned for its innovative products and commitment to excellence. The brand recently unveiled the ‘Spectrum’ Collection at its Mega Show 2024 in Mumbai, known for its engaging events that bring together salon experts and enthusiasts to explore the latest trends and techniques in hair care.

In an exclusive interaction with Adgully, Priyanka Puri, Senior Vice President - Marketing, Hygienic Research Institute, speaks about the MEGA SHOW, the Spectrum Collection, recent additions or innovations in the Streax Professional product range tailored specifically for the Indian market, and emerging consumer trends. She also delves into some successful collaborations and associations, as well as the advertising and marketing strategies that have contributed to Streax Professional’s growth.

Could you walk us through what Streax Professional’s MEGA Show 2024 is?

The MEGA Show 2024 is a major event that we’re hosting in five key cities across the country. The primary goal is to educate our salon partners on the latest global trends, tailored specifically to Indian hair. We focus on disseminating knowledge and showcasing how these trends are adapted to suit local needs.

Following these in-person events, we amplify the content through digital platforms. This approach allows us to create master classes and further extend our reach, ensuring that the insights and education provided at the MEGA Show are accessible to a wider audience.

How do you approach marketing for an exclusive event like Mega Show 2024? What strategies do you implement to ensure maximum traction and engagement?

Mega Show is a platform where we bring together the entire hair salon community to share ideas and provide education on the latest trends and products from our new collection. Our strategy involves a comprehensive 360-degree approach, integrating both online and offline efforts. Currently, the entire program is live, which allows us to reach a wider audience.

Education is a key focus, as we aim to help our partners understand new techniques and trends. Additionally, we enhance our digital presence through extensive boosting and amplification of activations following the event.

Could you discuss any recent additions or innovations in the Streax Professional product range tailored specifically for the Indian market?

I’m glad to share that our organization is deeply consumer-focused. We continually invest in research and development to understand and cater to Indian hair needs.

One of our recent innovations is the Argan Highlight, specifically designed for Indian hair, which is typically darker and more challenging to colour. Our product is tailored to deliver optimal results for these hair types.

Another addition is our range of vibrant colours, such as orange and yellow. Our deep understanding of Indian skin tones allows us to create these funky colours while ensuring they complement our clients' complexions.

We are also excited about our new purple shampoo. This product addresses a common issue faced by Indian consumers who seek blonde hair, but often encounter unwanted brassiness. Our purple shampoo helps maintain the desired blonde colour and is ideal for both women who want to preserve their blonde look and men aiming for a stylish salt-and-pepper appearance.

Overall, these innovations are designed to enhance our clients’ hair experiences and maintain their desired looks.

If we look at the current trends among Gen Z and Gen Alpha, how has the hair care and beauty industry evolved over the years? What new consumer trends are you seeing today?

When we talk about consumers, especially Gen Z and Gen Alpha, we emphasize our consumer-first approach, which involves understanding not only urban areas, but also Tier 1 cities. By analyzing Google search trends, we’ve identified several key consumer trends.

Firstly, personalization is becoming increasingly important. Consumers visiting salons are looking to present the best version of themselves, and we’re seeing a growing demand for personalized experiences.

Secondly, the influence of the online community and influencers is significant. The internet has made information widely accessible, and even in Tier 1 cities, people are more open to experimenting with bold colours like reds and blondes, which were previously seen as edgy.

Lastly, there’s a heightened awareness among consumers about the products they use. Today’s generation wants to understand what’s inside their products and how they work. They are seeking transparency and a deeper connection with brands, wanting to ensure that their choices align with their values and needs.

Overall, experimentation, personalization, and product transparency are key trends shaping the hair care and beauty industry today.

How does Streax Professional approach its advertising and brand communication in urban cities? You’ve mentioned urban cities, as well as tier-one and tier-two cities. Are there any differences in your approach, and if so, could you highlight them?

As a digital-first brand, Streax Professional operates without boundaries between urban and rural areas. Our focus is on addressing consumer needs and providing beauty solutions through digital platforms.

We take a three-pronged approach:

1. Tailored Products: We understand Indian hair and tailor our products and education specifically for this market.
2. Broad Reach: For events like Mega Show, while we are based in Mumbai, we broadcast to towns across Maharashtra and Gujarat, ensuring that our upskilling and educational efforts reach a wider audience.
3. Digital Education: We are committed to amplifying our education programs through digital channels to make them accessible to everyone interested in achieving their best look.

In addressing Gen Z and other consumers, we recognize the demand for transparency about product ingredients and strive to build a strong brand image that aligns with their values.

Since Streax is a digital-first platform, how do beauty influencers and celebrities play a role here? Could you share some successful collaborations and associations?

At Streax, we strongly believe in leveraging celebrity and influencer associations. Currently, we have partnerships with Vipul, a renowned hair stylist, and Vani, a fashion icon. Vani represents Streax Professional as a glamorous and influential figure who connects with the masses, while Vipul, known for being one of the country’s top hairstylists, brings global trends to our innovation pipeline and helps tailor them for the Indian consumer.

Through these collaborations, we effectively utilize their equity to enhance our brand’s reach and impact. Vani’s presence helps us connect with a broader audience, while Vipul’s expertise ensures that our products and styles are optimized for professional hairstyling.

Other than the Spectrum Collection, what are some of the advertising or marketing strategies Streax Professional has implemented that have significantly contributed to the brand’s overall growth?

When it comes to marketing strategies, the product itself is our primary focus. Our deep understanding of consumer needs allows us to position Streax as a one-stop solution for salons. In addition to the Mega Show, we’ve been associated with Indian hairstyle icons and events like the Bombay Times Fashion Week. These platforms enable us to showcase our global trends and adapt them to Indian hair, effectively projecting our products and expertise.

Moreover, our digital strategy plays a crucial role in our growth. By leveraging digital media and e-commerce platforms, we are able to massify our education efforts and promote our latest products.

Currently, with the influx of new startup brands in the hair care industry, what sets Streax Professional apart from competitors?

Streax Professional differentiates itself through three key factors:

1. Consumer Understanding: Our deep knowledge of hair care and consumer needs.
2. Influencer Programs: We work closely with both celebrity and hairstylist influencers to engage the salon community effectively.
3. Mass Media Utilization: We use digital media to continuously evolve and communicate the value of our products to a broad audience.