Beauty is deeply personal, but it is never static. From changing ideals and emerging trends to the growing influence of ingredients and new product formats, the category continues to evolve with every generation of consumers. What remains relevant is what can adapt to changing needs without losing its core identity.
This balance between evolution and continuity is central to Hygienic Research Institute Private Limited’s (HRIPL) recent rebranding exercise. With a portfolio spanning brands such as Vasmol, Streax and Streax Professional, the company is looking to ensure that its corporate identity reflects the transformation its brands and the wider beauty business and consumers have undergone over the years. Speaking about the changing consumer, Priyancka Puri, Senior Vice President – Marketing, HRIPL, points to a fundamental shift in how beauty is perceived. “The biggest shift is from correction to expression. The second is that the knowledge of ingredients, skincare regimes, etc., has also democratised. The third is that with accessibility to the Internet, aspiration has also democratised.”
It is this evolution that HRIPL believes its corporate identity needed to capture. The company’s portfolio has itself evolved over the years—from the traditionally rooted Vasmol to the more fashion-forward Streax and the expertise-led Streax Professional. Yet, according to Puri, that evolution was not adequately visible at the corporate level.
“Our tagline ‘Beauty Evolves Here’ has also been the essence the organisation has been carrying for the last 70 years. That evolution has continuously been happening within the organisation. However, it was not significantly reflecting on our identity,” Puri reveals. The rebranding, therefore, is less about changing the consumer-facing identities of its individual brands and more about establishing HRIPL as the house behind them.
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The company, however, is not looking to leave its legacy behind in pursuit of that evolution. Puri sees its seven decades of experience as a foundation for staying relevant. “The legacy of HRI gives us credibility. We have 70 years of experience in understanding the Indian beauty consumer. That rich legacy is actually a springboard for us to stay relevant.”
Beyond the rebranding, HRIPL’s approach to growth rests on balancing long-term brand-building with performance marketing. Puri believes both play distinct but complementary roles. “For us, performance marketing is harvesting the demand which has already been created. Brand-building, on the other hand, is demand creation. Both of them are very important,” she explains. The budget allocation, she adds, depends on the stage of development of each brand and its consumer journey, with digital playing an increasingly important role. Technology is another part of this evolving marketing approach. HRIPL is integrating artificial intelligence in its marketing processes across tracking, creative evaluation and personalisation.
Beyond technology, the company is focusing on product innovation to address emerging beauty needs and formats. All in all, the rebranding is part of a broader effort to strengthen the company’s position while continuing to innovate across its portfolio.
