In a MediaBrief exclusive, Priyanka Puri, Senior VP of Marketing at Hygienic Research Institute Pvt Ltd, speaks about how HRIPL, the parent company behind Vasmol, Streax, and Streax Professional, is strategically positioning itself to stand out in the competitive beauty and personal care industry.
Puri shares insights on how HRIPL is creating an impactful brand experience for its customers while ensuring that its efforts resonate across diverse segments.
She discusses the unique customer activations that have strengthened the brand identity, as well as the trends shaping the industry. She also outlines how HRIPL is capitalizing on these trends and highlights the special festive season launches across the brands.
Discussing how Hygienic Research Institute Pvt Ltd is positioning itself within the dynamic landscape of the beauty industry, Priyanka Puri states, “At Hygienic Research Institute Pvt Ltd (HRIPL), we’re deeply rooted in India’s beauty heritage, and that connection guides how we position ourselves in this competitive industry. We’ve been around since 1957, and over the decades, we’ve developed a profound understanding of Indian hair and beauty needs.”
“This insight is something we believe sets us apart,” she affirms. “In a market that’s flooded with choices and ever-changing trends, our strategy revolves around blending our knowledge of Indian hair with the latest trends to come up with innovative offerings.”
“Brands like Vasmol reflect our commitment to natural, safe products that have appealed to generations. On the other hand, Streax and Streax Professional embrace contemporary styles, offering a wide array of hair color shades and innovative treatments that cater to modern consumers,” adds Puri.
Strategic marketing initiatives of HRIPL
Disclosing the strategic marketing initiatives that HRIPL is focusing on to differentiate itself from competitors, given the rapid digitalization of the beauty industry, Puri reveals, “We’re enhancing our digital presence to engage more effectively with our consumers. This includes interactive social media campaigns and scaling up the offline educational content. By doing so, we’re not just selling a product; we’re offering an experience and building a community around our brands.”
“Education is another cornerstone of our strategy. We invest heavily in training programs and workshops for salon professionals, ensuring they’re up to date with the latest trends and techniques. This empowers them to deliver exceptional service, which in turn enhances the overall customer experience with our products,” she adds.
“Our ‘portfolio piano’ approach allows us to cater to a broad spectrum of consumers. By offering products that range from mass-market to premium, priced between Rs 2 and Rs 1000, we ensure accessibility without compromising on quality. This inclusivity helps us reach both urban and rural markets effectively.
“Innovation remains at the heart of everything we do. Our R&D teams are constantly working to develop products that not only meet but anticipate the evolving needs of our consumers. Whether it’s introducing new vibrant hair color shades or formulating advanced post-care treatments, we’re dedicated to staying ahead of the curve,” says Puri.
“In essence, we’re positioning HRIPL as a brand that understands and celebrates Indian beauty in all its diversity. By combining our rich heritage with modern innovations and embracing digital advancements, we’re differentiating our hair color range in a way that resonates with today’s consumers while staying true to our roots,” she explains.
How HRIPL creates impactful brand experience for customers
Commenting on how HRIPL works to create an impactful brand experience for customers while ensuring that these experiences resonate with different customer segments, Puri emphasizes, “Creating an impactful brand experience for our customers is at the core of what we do at HRIPL. We recognize that our audience is diverse, and to resonate with different customer segments, we’ve adopted a multifaceted strategy that focuses on both winning over consumers and engaging closely with our customers.”
“One of the unique ways we’ve enhanced the customer experience is through bold innovations in our packaging—a critical touchpoint where consumers directly interact with our products,” she states. “This year, we took a daring step with our Streax Highlights range by moving away from traditional packaging featuring model faces. Instead, we showcased vibrant and fabulous hair looks that amplify the color and essence of the product.”
“The fresh packaging showcases distinctive design elements, enhanced functionality, and revitalized brand storytelling. This change not only breaks the mold but also embodies the bold and vibrant spirit of Streax, resonating with consumers seeking to stand out and get noticed,” she elaborates.
“Similarly,” Puri adds, “we’ve relaunched our Streax Crème range with more contemporary packaging that offers a visual delight. We also introduced the innovative Tube-in-Tube packaging for our Streax Shampoo Hair Color Squeeze Pack, enriched with natural extracts. These enhancements provide a fresh and engaging experience for consumers, making the products more appealing across different market segments.”
HRIPL’s on-ground activations
Shedding light on the unique customer touchpoints and activations that have helped HRIPL in building brand identity, Puri says, “Salons are the backbone of our operations. They’re not just important—they’re integral to our brand experience. We have built strong relationships with salon professionals, collaborating closely to provide them with the latest tools, training, and support. This partnership allows us to blend global trends with Indian appeal, offering cutting-edge styles that truly resonate with local sensibilities,” says Puri.
“We host mega shows, workshops, masterclasses, and seminars across the country to keep our salon partners updated on the latest trends, products, and techniques. By listening to their feedback, we’ve designed an innovation pipeline that addresses the real needs of consumers, whether it’s in hair color, texture, post-care, or other categories. This collaborative approach ensures our products are not only innovative but also highly relevant to different customer segments,” she highlights.
Furthermore, she adds that HRIPL is leveraging educational content through collaborations with mega influencers like Vipul Chudasama and Shirin Merchant, as well as micro and nano influencers. “This approach,” she says, “allows us to penetrate deeper into various audience segments, particularly hairstylists and their followers, creating a more personalized and impactful brand experience.”
Puri elaborates that in terms of brand visibility, “we adopt a tailored approach depending on the consumer, market, and mode. We maintain a strong presence across traditional mediums like TV and print, as well as digital and outdoor platforms. By extending our availability through general trade, modern trade, and e-commerce channels—both locally and internationally—we ensure that our products are accessible to a wide range of customers.”
“Looking ahead,” she shares, “digital channels will play an even more vital role in our strategy. We’re focusing on educational content and leveraging digital media to create awareness and drive engagement. Influencer collaborations are a significant part of this, especially those designed to appeal to hairstylists and their followers. By working with a mix of macro, micro, and nano influencers, we’re able to reach different audience segments more effectively, penetrating deeper and expanding our reach.”
Puri asserts, “Through these efforts, we’ve built a brand identity that’s not only impactful but also resonates with a wide range of customers. By providing exceptional service, engaging with our community, and continuously innovating, we aim to exceed expectations and build lasting relationships with all our customers.”
Trends shaping the industry
According to Puri, “The hair color and beauty industry is experiencing a remarkable transformation right now. Consumers are more empowered and informed than ever before, thanks to the internet and social media exposing them to global trends and styles.
“One of the most significant trends we’re observing is the shift towards personalized and innovative products. People aren’t just looking for basic solutions anymore; they want products that cater specifically to their unique hair types and lifestyle needs.”
“A trend that’s particularly exciting is the growing demand for vibrant fashion shades. Traditionally, achieving bold colors on Indian hair, which is predominantly black, was quite challenging. However, advancements in hair color technology have made it possible.
“At Hygienic Research Institute Pvt. Ltd., we’ve embraced this trend with our Streax and Streax Professional ranges. For instance, our Argan Secrets High Lift Fashion Shades allow consumers to effortlessly achieve vibrant hues like red, violet, purple, bronze, and plum. What’s inspiring is that this trend isn’t limited to big cities; we’re seeing a surge in experimentation even in tier 2 and tier 3 cities. This openness to bold colors spans across different age groups, reflecting a broader cultural shift towards self-expression,” she elaborates.
“An important trend,” she shares, “is the increased focus on safety and natural ingredients. Today’s consumers are more selective, seeking products that not only deliver results but also align with their values. They’re cautious about what they put on their hair and are looking for brands they can trust.
“To align with an increasing trend where consumers seek convenience, the brand is committed to innovation and understanding our consumers’ needs. With our brand Streax, we’re catering to this need with our Streax Shampoo Hair Color and Streax Shampoo Hair Color Squeeze Pack, which offer quick and convenient solutions to consumers.”
“Another trend we have realized,” shares Puri, “is the DIY solutions and offerings. Our Streax Highlights DIY hair highlighting range provides a variety of shades that help consumers feel confident and get noticed. In line with the consumer’s desire for a fashion-forward experience, Streax has meticulously crafted this comprehensive kit, designed to cater to the needs of modern consumers who seek both convenience and high-quality hair highlighting solutions.”
How HRIPL is aligning with emerging trends
Puri shares insights on how Hygienic Research Institute Pvt. Ltd. is capitalizing on emerging trends. “Our Streax Walnut Serum is a leader in the serum category, which is one of the fastest-growing segments in hair care. We see our role not just as a provider of products but as a category builder. By introducing penetration packs, we’re making it easier for consumers to try out serums, increasing awareness and driving consumption in a category that’s still relatively new.”
“Also, to tap into the new hair care trends focusing on well-nourished and vibrant hair, we have offerings like Streax Anti-Split Hair Serum, Streax Heat Protect Spray, and Streax Shine Shampoo,” shares Puri.
“Looking to the future, we anticipate that consumers will continue to seek personalized, effective, and safe products. The marketplace is bustling with options, and while price is a factor, we’ve found that consumers value brand relevance, loyalty, and exceptional service. They seek meaningful connections with brands that understand them. At HRIPL, we’re committed to staying ahead of these trends by investing in research and development,” she affirms.
“Our innovations are driven by consumer feedback, ensuring that we’re addressing the real needs of our customers. By leveraging our strengths across our brands—Streax, Streax Professional, and Vasmol—we’re well-positioned to capitalize on these trends. Our focus remains on delivering products that not only meet but exceed customer expectations, fostering loyalty and trust in a competitive market.”
New launches and special products by HRIPL
With the festive season reaching its peak, Puri shares new launches across HRIPL’s brands—Streax, Streax Professional, and Vasmol. “Streax Professional’s annual collections are created keeping in mind the festivity and wide diversity across,” states Puri.
“Building on the success of past collections like Retro Remix, Marigold, Mercurial, and Kaleidoscope, this year we launched ‘Spectrum,’ which depicts a diverse range of vibrant hues that goes beyond the boundaries of traditional color palettes. Each color in this collection breathes new life, creating uniqueness and personal style for every individual. These collections are a celebration of individuality as Streax Professional empowers individuals to discover their unique selves and carve out their personal niche,” expresses Puri.
“Apart from this, for Streax Professional, we’ve been focusing on products that empower individuals to express their unique styles. Our Hold & Play Funky Hair Colors invite everyone to experiment with bold, vibrant shades—it’s all about having fun and showcasing your personality. We’ve also introduced the Argan Secrets High Lift Shades, perfect for those seeking luminous, striking results without compromising hair health. Infused with nourishing ingredients, they keep your hair vibrant and healthy while you enjoy stunning new hues,” expands Puri.
Aimed at capturing the unique needs and preferences of customers during this time of year, Puri adds, “Our Huemagic No-Ammonia Hair Colour is a game-changer for anyone concerned about hair damage. It offers a gentle yet effective way to achieve beautiful, long-lasting color without harsh chemicals. Our new Yellow Deleted Shampoo is designed to neutralize brassiness in blonde hair, maintaining its vibrancy for both professionals and at-home users,” she adds.
“Under the Streax brand,” she continues, “we’ve launched the Streax Shine Shampoo Range, specially crafted to transform your hair by providing serum-like shine and smoothness, building on the equity of India’s leading Hair Serum brand.”
Further, she says, “For Vasmol, we’re continuing our legacy of providing trusted hair color solutions that our consumers have loved for years. Our commitment to understanding the evolving needs of our community drives us to continuously innovate. We’re dedicated to delivering products that not only meet the desires of our consumers and hairstylists but also resonate with their individuality and style.”
What’s next for HRIPL
Outlining HRPIL’s goals for the upcoming year, Puri reveals that the primary goal is to continue “strengthening the brand presence, especially in areas where we see significant potential for growth and expansion.”
“To achieve this,” she shares, “we’ve developed what we call our 3G Strategy—focusing on Consistent Growth, Competitive Growth, and Profitable Growth.”
“Firstly,” she says, “we’re committed to generating revenue by nurturing our core brands. We understand that consumer preferences are constantly evolving, so staying agile and responsive is crucial. Our robust distribution network ensures our products reach consumers efficiently, and we’re embracing digital transformation to stay ahead of market trends and better connect with our audience.”
“Secondly,” she adds, “we’re looking to expand our revenue streams by exploring emerging channels like organized trade and eCommerce. These platforms offer us the opportunity to reach a wider consumer base and adapt to changing shopping behaviors. Additionally, we’re eyeing international markets that present promising opportunities for growth.”
Furthermore, she adds, “we’re focused on ensuring a strong return on our investments. Every investment we make is thoughtfully considered to contribute not just to our growth but also to our bottom-line profitability. This means making strategic decisions that align with our long-term objectives and deliver value to our stakeholders.”
“In the coming year, we also plan to nurture the new products we’ve launched this year. We’ll be providing support and resources to help these new launches thrive while strengthening our future pipeline. Innovation is at the cornerstone of our strategy, and we’re committed to building our portfolio to make HRIPL future-ready,” reveals Puri.
To wrap up the conversation Puri says, “We’re excited about the opportunities ahead and are confident that our strategic approach will help us achieve our goals. By focusing on sustainable and profitable growth, embracing innovation, and staying attuned to our consumers’ needs, we believe we’re well-positioned for success in the upcoming year.”
