Published Paper Details:

The objective of this paper is to explore the emergence of engendered beauty space, Unisex Beauty Salons in India. The paper sets out discussion on understanding the drivers of unisex salons, their distinctive marketing appeal and potential of Indian entrepreneurs in unleashing the story of unisex salons in the emerging market, India. The study develops case studies of emerging national brands in the unisex salon segment. The study also uses alternative motivation theory derived from optimal distinctiveness theory to understand the adoption of novel beauty space shared by men, women and the third gender in context to the larger Indian society. Interesting insights such as Indian society being majorly male dominated yet, finds greater acceptance of unisex salon service where space is easily shared by all genders. Also, the ease of being served by opposite gender employee at unisex salons is something new to the Indians. The craze to follow popular culture, being part of cosmopolitan lifestyle and ease of visiting the salon with spouse, friends and family combined with the effect of social media and cost-effective business model has pushed the growth of this segment. Right from big players in the organized sector such as Lakhme to cult creators such as Jawed Habib, each one is exploring the new the version in their own way. India has its own take on unisex salons. From the luxurious unisex salon found in the upwardly areas of metro cities to the unisex family salons that exist with partition between the male and female segment. The entrepreneurs who wish to venture into this domain must understand the regional culture that exist in vast country India, and must then design their marketing appeal to capitalize the opportunity in the unisex salon segment.