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“Owing to the expansion in the personal care market and people’s willingness to spend more on their health, fitness and looks, VLCC introduced various innovative products along with services to fulfil the growing needs of an individual.”

With changes in behavioural patterns and lifestyle trends, Indian consumers have changed significantly, says Luthra. “In fact, one of the reasons for our success has been the understanding of this evolution and accordingly enhancing our own business to suit individual needs and requirements. Today, consumers are more conscious about their looks and fitness. They want better looking products with more features and functions. They are also clued in to what they want.” The personal care division contributes 10% of VLCC’s revenues.

Devender Shinde, head, marketing, Kaya Ltd, opines that when Kaya opened its first clinic in Bandra, it took it a little while to get its first few customers. Today, says Shinde, they have four lakh happy customers.

“It’s wasn’t easy to sell the concept of a good skin to a market, which mostly knew of one product fits all categories. After research about dissatisfaction of people at local parlours, the unavailability of products and services to match individual customers, we ventured into analysing individual skins and offering productsaccording to the skin type. And the idea clicked, thanks to the growing awaress.”

He adds, “It’s not easy to trust someone with 5.2 sq mt of your skin but people are actually doing it. Some people trust us enough to spend lakhs of rupees on our services and products.”

Selling concepts is not as difficult today as it was a few years back. While Blossom Kocchar had to struggle hard to explain the concept of essential oils in 1993, today her brand Aroma Magic not only offers 212 products but also finds keen takers abroad.

The concept of day spas, too, has clicked with the looking good and feeling young conscious generation. And trust original herbal queen Shahnaz Husain to master the art. While her products have a rather huge fan following, her parlours were the first ones to catch on the trend of men who want to be well groomed. So, she not only introduced a line of men’s products much before everyone else did, but also started offering them services like manicure and relaxing massages.