“Beauty aids, once considered a luxury, are now a necessity—especially to women who have jobs. The beauty industry is, socially, highly important and desirable’’ Anuradha Ch, one of the directors of Anoos’ (the brainchild of four sisters popularly known as “Anoo’s Sisters”, Anuradha, Annapurna, Anupama and Anirudha). Here she talks about trends in the contemporary beauty industry You’ve been in the beauty industry for 25 years. What motivated or inspired you to enter this field?
I always knew that the cosmetics industry was for me. It just fascinated me for some inexplicable reason. I actually began my career when I was 16- year-old. I did a six months course in beauty tratment from Delhi and after that I started my own salon in my garage at Tilak Nagar. Our business picked up very quickly and from there we shifted to an apartment. In a gap of two years we have opened our beauty-cum training salon at Vidyanagar, Himayatnagar and Secunderabad and then at Punjagutta.
Now, we have nine centers, one in the US and eight across the South.
Being a beauty expert, it sounds like a fantastic job! What does the position involve, and talk a bit about Anoos’ for those readers who may be unfamiliar.
Being a beauty specialist is exciting because we get the chance to meet people across the globe to share the latest trends, state-of-the-art products and newest techniques available in the beauty industry. Through this interaction, we strive to educate our customers so that they can become empowered to be their own beauty resource.
``I am also responsible for developing educational programmes and training our beauty professionals to expand their knowledge and skills so they, too, can make a difference with each and every customer,’’ says Anuradha, director of Anoos.
Do you believe that the beauty business has had an influence on the way people view beauty now?
Absolutely. Beauty care is no longer a women’s prerogative. Fashion, globalisation, films, new lifestyles have contributed in creating the “Metro Sexual” man who is equally conscious about his looks and fitness. It has become part of an individual’s health and wellness needs. There is tremendous social and professional pressure to look good.
What are your thoughts on how beauty is viewed today and do you think that it is has become a distorted image for women?
In this day and age, beauty goes hand in hand with youth, so yes, I believe it’s a distorted image for women. So many people are obsessed more than ever about their looks. It’s turning people to cosmetic surgery.
What is your advice to people who want to scale back on their beauty spending without sacrificing quality? Work with a trusted beauty expert to determine what you need in skincare to make a visible difference that garners long-term results for your skin’s condition.
What are some of your personal favorite looks and trends in makeup today?
I personally like to wear natural makeup that is easy to apply and makes me look like myself.
And finally, a popular topic for us—what advice do you have for people looking to enter the beauty industry in some capacity?
No doubt! It’s a fascinating world.
One has to always look for ways and always place the client first. If you can make a difference for her, you will have a loyal client for life and that’s the true measure of success. Read as much as about the industry (what are the latest trends, brands, new products, etc.