To bring niu&nau to life, QUO’s strategy team dug deep for insights into the salon industry, within India and globally. Their research yielded some interesting insights, namely that India’s beauty industry is one of the fastest growing in the world, Indian men aged 25–45 spend more on grooming products than females the same age group, and this spending is expected to grow at a significantly faster pace than female spending. 

With this in mind, a unisex offering was developed under the umbrella concept of a ‘salon reimagined’. A complete range of services for men as well as women sets this new brand apart, as many regular salons view men’s services as an afterthought. Taking it a step further, niu&nau’s fresh salon experience came to life in partnership with Truefitt & Hill, a name synonymous with luxury grooming products for men.

From here the ‘salon reimagined’ concept flourished—this salon isn’t simply somewhere to get a haircut or a makeover, it’s a salon with a distinctive social element. Through signature events, programmes and workshops, it attracts a clientele that wants something more from its salon experience—a place to meet and mingle, to see and be seen, and to always, always look fabulous!