Lakmē Salons, one of India’s most recognisable beauty brands, sought to reinvent its salon environments to better connect with the evolving aspirations of the global Indian woman.
EuMo was engaged to redesign the retail experience to align with contemporary beauty expectations, improve service visibility and cross-engagement and strengthen brand salience within highly competitive retail environments.
Lakmé Salons
Beauty & Skincare
Customer Experience
Retail Experience
Retail Strategy
Service Design
Signage & Wayfinding
Hardware & Fixtures
Their goal was to shift from stylist-centric layouts to customer-centric environments with integrated, visible and engaging spaces.
This was a big shift for the brand with an expectation of transforming from a legacy perception to a contemporary global Indian identity.
Our defining insight was –
Beauty must be experienced as a visible, social and aspirational journey.
This required dismantling physical and perceptual barriers within the space.
Our Design Intelligence framework was applied through —
Design Audit and Behavioural Insight: A detailed audit of existing salons revealed service stations oriented towards walls or hidden behind partitions with limited visibility of services across the space. This resulted in missed opportunities for cross-selling and engagement.
The environment prioritised operational convenience over customer experience.
Spatial Reconfiguration: Partitions were removed to create open, fluid environments. Styling stations were reimagined as central islands, becoming focal points of activity. Product displays were integrated into these islands, enabling seamless cross-selling
The space becomes interactive and visually engaging from every angle.
Functional Integration: Storage was intelligently embedded within graphic surfaces to conceal operational clutter. Layouts improved workflow efficiency while maintaining aesthetic clarity. Hygiene and maintenance considerations were built into detailing
Brand Language and Visual Identity: A distinctive visual system was developed with a bold graphic language rooted in modern interpretations of Indian mandalas, geometries that expand across surfaces, creating movement and energy and a colour palette that balances vibrancy with sophistication.
The environment becomes an extension of the brand’s identity.
Enhanced Brand Salience: The redesigned salons create a strong, differentiated visual identity that reinforces Lakmē’s positioning in a competitive beauty retail landscape.
Improved Customer Engagement and Cross-Selling: Open layouts and centralised stations increase visibility of services and products, encouraging exploration and higher service uptake.
Higher Operational Efficiency: Integrated storage and reconfigured layouts streamline workflows while maintaining a clean and premium environment.
Stronger Brand Loyalty and Advocacy: The immersive and contemporary experience elevates customer satisfaction and repeat engagement.
Why the investment mattered
The transformation redefined the salon from a service-led space into an engaging beauty experience that aligns with evolving customer expectations. It enabled Lakmē to create environments where services, products and interactions are seamlessly integrated, strengthening both customer engagement and business performance.
By shifting to a customer-centric spatial model, the brand became better positioned to drive cross-selling, improve service efficiency and build deeper emotional connections with its audience. The intervention moved Lakmē closer to its ambition of embodying a contemporary global Indian beauty experience across its nationwide salon network.
EuMo transformed the salon into an open, expressive and brand-driven environment, enabling Lakmē to move closer to its ambition of embodying contemporary Indian beauty for a global audience.
