How Streax revolutionised the hair colour market in India
Streax was recently felicitated with The Economic Times Best Brand Award in 2019.
By ET Bureau |
BCCL
Rochelle Chhabra with the Streax brand team at The Economic Times Best Brands Award 2019.
Growing up, we believed that only movie stars and models dyed their hair in different colours. For many of us, hair colour meant covering greys. But as times changed, so did hair colouring needs.
Today, hair colour is also a form of self-expression. And while many international brands have forayed into India, it is the home-grown brand, Streax, that revolutionised the hair colour market. While it initially focused on natural colours, Hygienic Research Institute Private Limited (HRIPL), which manufactures products under Streax and Vasmol brands, soon understood the growing needs of different customers.
A colourful history It began in 2005 when Rochelle Chhabra, along with HRIPL’s R&D department, played a pivotal role in developing the Streax Hair Colour range.
With international hair colour brands entering India, she combined her two passions — colour and fashion— to develop a hair colour range suited for the Indian consumers.
According to Team Streax, HRIPL’s consumer insight reflected that women wanted to colour their hair and not just to cover greys. This gave the company a cue to launch the widest range of colours with Streax. This was India’s first domestically manufactured hair colour brand, with products carefully designed to suit Indian hair and consumer taste preferences. The brand decided not to limit its customer reach and established connect with the profession’s key stakeholder — the salon professionals. This necessitated the formation of HRI’s Professional Division (PD).
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“We launched a line of hair colours and also various care and treatment products under the Streax Professional range, which cemented the brand’s positioning across this strategic market,” said Chhabra.
It recently launched its collection called RETRO Remix, which was promoted at over 6,300 salons across 13 cities with international stylists Yolly Ten Koppel and Joakim Roos and celebrity showstoppers Sonakshi Sinha, Rakul Preet Singh, Karishma Tanna and Bhumi Pednekar, to name a few.
With ‘Your Colour, Your Passion’ as its guiding force, Streax has the most extensive range of colours in the retail sector. It has acquired 10 per cent market share in the creme colour category, apart from industry recognition.
Streax was recently felicitated with The Economic Times Best Brand Award in 2019.
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Ashish Chhabra, joint MD, said, “It is exciting and challenging to devise a marketing strategy and build creative elements for both divisions as consumer requirements for both are different.”.
Washing Isn't Enough: 6 Expert-Recommended Tips For Healthy Hair Detox
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By ANI
Nutritional deficiencies, environmental pollution, hormonal imbalance, and a stressful lifestyle --all these factors lead to thinning of hair, lacklustre locks and even hair loss. Moreover, the use of chemical-laden hair styling products like soaps, shampoos, hair masks, etc clog our pores, which result in dead, dull, greasy and lifeless hair.
According to beauty expert Shahnaz Husain, “We spend so much time and energy to protect our skin; however, not many people do enough to maintain their hair health and shine.”
“Regularly washing your hair is not enough to keep it clean. Shampooing alone does not cleanse your scalp deep enough to get rid of pollutant and dirt. A thorough cleansing of the scalp with natural ingredients can revive your pretty, shiny hair and restore your hair health and luster,” she adds.
Since damaged hair implies it is time to detox, here are some tips by Husain.
(Image: Getty)
By ANINutritional deficiencies, environmental pollution, hormonal imbalance, and a stressful lifestyle --all these factors lead to thinning of hair, lacklustre locks and even hair loss. Moreover, the..
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First of all, discontinue the procedures that lead to damage. Damaged hair is in a fragile condition, so treat it gently. Avoid brushes and use a wide toothed comb with smooth edges.
First of all, discontinue the procedures that lead to damage. Damaged hair is in a fragile condition, so treat it gently. Avoid brushes and use a wide toothed comb with smooth edges.
To start with, get your split ends removed. Then, start with warm oil therapy. Mix one part castor oil with two parts coconut oil. Heat and apply on the hair. Remember to apply on the ends too. Then, dip a towel in hot water, squeeze out the water and wrap the hot towel around the head, like a turban. Keep it on for 5 minutes. Repeat the hot towel wrap 3 or 4 times. This helps the hair and scalp absorb the oil better. Avoid vigorous massage and rubbing when you apply oil.
To start with, get your split ends removed. Then, start with warm oil therapy. Mix one part castor oil with two parts coconut oil. Heat and apply on the hair. Remember to apply on the ends too. Then,..
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You can use also baking soda for hair detox. Sodium bicarbonate is an extraordinary cleanser and a great exfoliate that gently removes product buildup. Mix half cup baking soda in 3 cups hot water and massage your scalp with the mixture for a few minutes and rinse. It will remove oil accumulation on the scalp and fight dandruff. You can use it once a week.
You can use also baking soda for hair detox. Sodium bicarbonate is an extraordinary cleanser and a great exfoliate that gently removes product buildup. Mix half cup baking soda in 3 cups hot water an..
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The apple cider vinegar helps wipe out product residue and oil while adding shine. Mix 2 tablespoons apple cider vinegar in a mug of water. Shampoo and condition your hair as usual and then pour the diluted apple cider vinegar on your hair and do not rinse. It is the easiest way to detox your hair.
The apple cider vinegar helps wipe out product residue and oil while adding shine. Mix 2 tablespoons apple cider vinegar in a mug of water. Shampoo and condition your hair as usual and then pour the ..
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You can also detox your hair with sea salt. Mix two parts of sea salt with one part shampoo and apply it on your hair till it creates a good lather. Rinse it off with cool water and you will get rid of dead skin. You can do this once a month.
You can also detox your hair with sea salt. Mix two parts of sea salt with one part shampoo and apply it on your hair till it creates a good lather. Rinse it off with cool water and you will get rid ..
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Tea tree oil is natural antiseptic which eliminates bacteria, flakes and dandruff from the scalp. Add a few drops of natural tea tree oil in your regular shampoo. Massage on your scalp and leave it for few minutes before rinsing.
Tea tree oil is natural antiseptic which eliminates bacteria, flakes and dandruff from the scalp. Add a few drops of natural tea tree oil in your regular shampoo. Massage on your scalp and leave it f..
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Husain adds that apart from these tips, one must make sure to stay hyderated by drinking plenty of water every season. “Water is a powerful detox ingredient which flushes out toxins and dirt out of the body,” she says.
“Also, increase your intake of seasonal fruits and vegetables as they promote digestion and clean digestive tract, facilitating proper absorption of minerals and vitamins that keep our skin healthy and radiant. You can add amla, aloe vera, cow ghee and beetroot in your diet for naturally detoxifying your hair.”
“If you follow a detox programme from time to time, you can restore the health and beauty of your hair. Also, the hair is like a delicate fabric, so learn to treat it that way,” concludes Shahnaz Husain.
Husain adds that apart from these tips, one must make sure to stay hyderated by drinking plenty of water every season. “Water is a powerful detox ingredient which flushes out toxins and dirt out of t..
