Why Familiar Brands Always Win : The Secret Power of the Mere Exposure Effect Estimated Read Time :- 7 minutes Word Count :- 1, 520 words Have you ever wondered why you suddenly start liking a brand you never paid attention to before — just because you see it everywhere? From billboards to YouTube ads to your Instagram feed, repetition quietly builds trust in your mind. This invisible psychological trigger is called the Mere Exposure Effect — a principle that proves familiarity breeds preference . What Is the Mere Exposure Effect? The mere exposure effect, discovered by psychologist Robert Zajonc in 1968, suggests that people tend to develop a preference for things merely because they are familiar with them. The more we see something, the safer and more likable it feels. It’s a subconscious mechanism rooted in our evolutionary psychology — our brains associate repetition with safety and trust. This is why brands spend millions not just to sell, but to st...
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Case Study of Naturals
Introduction
Naturals, India’s largest chain of beauty salons, has redefined the beauty and grooming industry. Starting as a single outlet in 2000, the brand has expanded to over 750+ salons across India. Its success story is a perfect blend of vision, innovation, and franchising excellence.
In this case study, we will explore how Naturals built a strong brand, disrupted the traditional salon industry, and became a household name.
1. The Beginning
Naturals was founded in 2000 by C. K. Kumaravel and Veena Kumaravel in Chennai. The idea stemmed from a simple realization:
- At the time, branded and professional salons were rare in India.
- The beauty industry was unorganized, with local barbershops dominating the market.
- Women had very few high-quality and hygienic salon options.
With this insight, the Kumaravels decided to bring international salon standards to India while keeping prices affordable.
2. The Business Model
Unlike traditional salon owners who operate a few outlets, Naturals followed the franchise model from the start.
Why Franchising Worked for Naturals?
- Scalability: Allowed them to expand rapidly without heavy investment.
- Empowerment: Created opportunities for aspiring entrepreneurs, especially women.
- Consistency: Maintained a standardized brand image and service quality.
Today, 90% of Naturals salons are franchise-owned, making it a pioneer of the franchise salon model in India.
3. Targeting the Right Audience
One of Naturals’ smartest strategies was empowering women through franchising.
- The company encouraged housewives and first-time entrepreneurs to start their own salons.
- Provided low-investment franchise options with business training and support.
- Created a community of women-led businesses, making it a socially responsible brand.
- Over 600+ women entrepreneurs have launched their own Naturals salons.
- Helped women gain financial independence and business skills.
This unique approach set Naturals apart and strengthened its brand loyalty.
4. Branding and Positioning: From a Salon to a Lifestyle Choice
Naturals didn’t just sell beauty services – it sold confidence and self-care.
Key Branding Strategies:
Affordable luxury: Positioned itself between high-end salons and local parlors.
Celebrity endorsements: Used actors like Kareena Kapoor and Genelia D’Souza to gain credibility.
Standardized experience: Ensured uniform service quality across all outlets.
By blending aspiration with affordability, Naturals attracted a wide customer base, from college students to working professionals.
5. Innovation and Expansion
The beauty industry is highly competitive, but Naturals stayed ahead through continuous innovation.
Key Expansion Strategies:
Tier 2 & Tier 3 City Expansion: Unlike competitors focused on metro cities, Naturals expanded to smaller towns, capturing untapped markets.
New Service Offerings: Introduced Naturals Lounge (luxury salons) and Naturals W (women-exclusive salons) to cater to diverse customer needs.
Partnerships: Collaborated with brands like Lakmé, L’Oréal, and Schwarzkopf to enhance service quality.
By constantly evolving, Naturals ensured that its brand remained fresh and relevant.
6. Digital Transformation
Naturals adapted quickly to the digital era by:
Launching an online booking system to improve customer convenience.
Leveraging social media to engage customers with beauty tips, offers, and influencer collaborations.
Expanding into e-commerce with beauty products, increasing revenue streams.
By integrating technology into beauty services, Naturals enhanced both customer experience and business efficiency.
7. Challenges and Competition
Like any business, Naturals faced challenges:
1. Competition from Organized Players
With brands like Lakmé Salon, Green Trends, and Jawed Habib expanding aggressively, the salon industry became highly competitive.
Solution: Naturals differentiated itself by focusing on franchising and tier 2/3 city expansion, where competitors were less active.
2. Maintaining Service Quality Across Hundreds of Salons
With over 750+ franchises, maintaining consistent service quality was tough.
Solution: Naturals implemented rigorous training programs and mystery audits to ensure high standards.
3. COVID-19 Impact on Salons
The pandemic led to temporary closures and revenue losses.
Solution: Naturals introduced home beauty services and adopted strict hygiene protocols, regaining customer trust post-pandemic.
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