Personalisation has moved from marketing language to operational reality across the beauty industry. In salons and aesthetic clinics alike, clients increasingly expect treatments designed around their individual concerns, lifestyle, and long-term goals. The shift is changing everything from pricing structures to staff training and data management.
For Dr Vijaya Salunkhe, Business Consultant – Beauty, Aesthetics, and Wellness, the move toward bespoke services is fundamentally about repositioning the salon business model. “Bespoke services should be part of the salon’s positioning, not just an add-on service,” she says. “Instead of selling services, salons should sell customised solutions or treatment programmes.”
This strategic shift allows businesses to address some of the most persistent commercial challenges in the industry. Personalised offerings help reduce direct price competition while strengthening loyalty and long-term client relationships. “Personalised services positively impact all major metrics,” Salunkhe explains. “Average bill value increases because customised plans allow upselling. Retention improves because clients feel understood. Lifetime client value increases as clients stay longer.”
DATA AS THE BACKBONE OF PERSONALISATION
While the beauty sector often focuses on emerging technologies such as artificial intelligence or advanced diagnostics, Salunkhe believes the most immediate returns often come from robust client management systems. “In most cases, CRM platforms deliver the strongest ROI first,” she says. “The system needs to capture the entire client journey from the first call to the visit, including service history, bill value, and follow-ups. When client history is managed well, repeat visits increase.”
However, data collection must be handled responsibly. As salons gather more personal information about their clients, consent and ethical management become critical operational considerations. “Whenever a client books an appointment for the first time and their data is captured in the CRM, an automatic consent link should be triggered,” Salunkhe explains. “Take consent for promotional and transactional messages separately. Never use before-and-after pictures without written approval. Data is very powerful, but only when handled responsibly.”
SALONS
should
INVEST
regularly in
CONSULTATION SKILLS
training,
PRODUCT KNOWLEDGE
training and
COMMUNICATION
training.
— Dr Vijaya Salunkhe
TRAINING THE TEAM FOR BESPOKE OUTCOMES
Delivering a personalised service experience requires far more than systems. Staff capability, consultation skills, and product knowledge remain essential to translating insight into results. “Training must be continuous, not one-time,” says Salunkhe. “Salons should invest regularly in consultation skills training, product knowledge training and communication training. If average bill value, retail sales, and client retention improve within three months, the training investment is working.”
For luxury operators, that investment can be significant. Savio John Pereira - Artistic Director & CEO at Savio John Pereira Salon has built his brand around a high-touch bespoke model serving affluent clients in Mumbai. “Our long-term strategy is to scale and expand across India leading the luxury segment with bespoke salons,” Pereira says. “The gap we are addressing is getting the client’s appointment and services even before they think about it.” Pereira’s salons operate within premium environments including five-star hotels and the Willingdon Sports Club, and the business relies heavily on technology to support its personalised service philosophy. “Our salon software has been the biggest support in delivering personalised services because it captures all the client’s history including cuts, colours and personalised services,” he explains. “We are also planning to launch our own SJP app to make the experience seamless for clients.”
SCALING THE BESPOKE SALON MODEL
Building a bespoke service ecosystem is rarely straightforward. Pereira acknowledges that scaling personalised services across teams and locations has involved substantial operational challenges. “We did lose a lot of money initially because we had not fully considered the cost of highly trained service operators and the training required to upgrade their skills,” Pereira says. “Scaling bespoke salons is extremely challenging, time-consuming, and stressful.”
Training alone requires significant financial commitment. Pereira notes that the investment can range from ₹1.5 to ₹2 lakh per service operator, with far higher costs for senior experts.
Despite the complexity, early results suggest that the model is delivering measurable returns. “We are currently seeing growth of around 18 to 22 percent every month,” Pereira says. “We will get more definitive answers once our evaluation process is fully completed.”
It is a
COMPETITIVE DIFFERENTIATOR
and a long-term
BRAND-BUILDING INVESTMENT
. As more
HIGH-NET-WORTH CLIENTS
emerge,
BESPOKE EXPERIENCES
will define the
FUTURE
of the
INDUSTRY.
”
— Savio John Pereira
A LONG-TERM INDUSTRY SHIFT
Both experts agree that bespoke beauty is not a passing trend. Instead, it reflects deeper shifts in client expectations and service culture. “It is a long-term structural shift,” Salunkhe says. “Clients today expect personal attention and customised solutions. Salons that systemise bespoke services will build stronger brands and sustainable growth.”
For Pereira, the opportunity lies not only in revenue growth but also in brand positioning. “It is a competitive differentiator and a long-term brand-building investment,” he says. “As more high-net-worth clients emerge, bespoke experiences will define the future of the industry.”
As personalisation continues to shape the beauty sector, salons that combine strong systems, skilled teams, and clear strategy are likely to lead the next phase of industry evolution.