Every year, as the Tamil month of Aadi rolls in—from mid-July to mid-August—posters scream “SALE” and shoppers flock to retail outlets in search of the best Aadi Month Sale deals. But amid the frenzy of discounts on silks, gold, and gadgets, one space is often overlooked: the salon chair.
Naturals Salon flipped the script. Rather than treating it as downtime, the brand reimagined Aadi as a ‘season of self-care,’ crafting campaigns that celebrated quiet rejuvenation over grand occasions. Naturals repositioned its services—turning the perceived inauspiciousness into inspired opportunity.
Strategic Pivot: Cracking the Aadi Masam Sale Code
In our recent conversation with Kumaravel CK (CKK), CEO & Co-founder of Naturals Salon, we asked how he shifted gears and turned Aadi Month into a shining opportunity. “It all started in Dubai, where salons would offer a facial for just 10 Dirhams (around Rs. 233),” he shared.
The idea struck a chord. Inspired, CKK pitched it to his management team—only to meet resistance. Undeterred, he turned to another model for inspiration: Subway’s: Sub of the Day. That became his eureka moment, and he wasted no time implementing it at Naturals.
Enter: The Aadi Month Sale
The fusion of a Rs. 100 facial, the daily service model, and the spirit of Aadi Month Sale led to the birth of the “Big India Beauty Festival”—a service-of-the-day initiative.
“Monday, you get a facial for Rs. 100. Tuesday—a discount on pedicures. Wednesday—manicures at a special price. Thursday, a hair spa. Friday—discounts on hair color, and so on.”
It quickly became a hit with Naturals customers. Even initially skeptical franchisees embraced it wholeheartedly—and it proved to be a game-changer for Naturals.
The Naturals Way Forward
By transforming Aadi Month from a perceived lull into a season of opportunity, Naturals Salon proved that innovation doesn’t always require reinvention—sometimes, it just takes a fresh lens. What began with a spark of inspiration in Dubai became a nationwide beauty movement that empowered franchisees, delighted customers, and reshaped seasonal strategy. The Aadi Month Sale model now stands as a masterclass in seasonal strategy. As the beauty industry evolves, it’s bold thinking like this that reminds us: even the quietest months can hold the loudest potential.
