Beauty Queens:who founded the beauty industry in Moscow

Beauty Queens:
who founded the beauty industry
in Moscow

Photo: Victor and Irina Yuliev, MojoImages

Producer: Liza Kolosova

TEXT: Tatyana Yakimova

PHOTO:
VICTOR AND IRINA YULYEV, MOJOIMAGES

PRODUCER:
LIZA KOLOSOVA

Of those who opened their own beauty factory in the dashing nineties, few survived and grew up. The best (and most beautiful) can be counted on the fingers of one hand: Lanna Kamilina, Eteri Krikheli, Tatyana Rogachenko. They haven't changed much in 17 years (and haven't plumped up their lips). It seems that they have remained in the nineties. But this is only at first glance. Eteri has done and is doing a lot before her competitors, Lanna keeps the level of service at an unattainable height - the creators of perfumes that can be bought at Lanna Kamilina come to her. Tatiana's salon is one of a kind: lively, party, social. They never look at you with an appraising look. There is something else in common: over the past two years, each has lost its first establishment, which - or rather, about which - all of Moscow was talking. And nothing, each one built a new one. New.

Eteri, how did the “locals” receive you when you turned the laser hair removal salon into a serious clinic?

I came to this direction “out of nowhere,” and the clinic was, as they say, fully equipped: we had advanced, most modern and very expensive equipment, and even a “European-quality renovation” was done - an unheard-of luxury at that time! Therefore, many believed that such a clinic could only be opened with gangster money. But this is not true. Our investor was worthy and Respected man, not related to crime.

Was it more difficult before?

Not harder, but worse. Almost everything related to medical activities was greatly simplified - almost anyone could obtain (and, to be honest, even buy) a license. Just like with other documentation, the attitude was quite superficial. Now everything is much more complicated. Licensing, certification, sanitary and epidemiological inspection requirements, drug control, etc. - it is necessary to collect and provide a whole bunch of documents, and one must meet very stringent requirements. But this is only good for us. There is much more order in the industry. Clinics that did not comply with the established rules and could not maintain the proper level were cut off. And I think that those who do not want or are unable to work in a civilized market will still be eliminated.

Where do you get your manicure done, for example?

One master has been working for 20 years. When was it first brought to Moscow? gel nails, she learned how to make them from me. So my first gel nails looked like pancakes!

What has changed in the industry?

Today there are fewer new technologies on the world market - the pace of development has slowed down. In the 2000s, there were several exciting new products every year! And now we are looking, looking. We are actively developing the anti-age industry, integrating comprehensive anti-aging technologies related to health and improving the quality of life. Without them, today it is almost impossible to achieve good aesthetic results.

What has lost relevance?

You know, now, 20 years later, I understand that we have radically changed the approach to anti-aging and aesthetic corrections. Today, not only aging and ptosis of tissues are taken into account, but also the structure of the bone structures of the skull and loss of facial volume. We no longer do classic SMAS lifting, but practice neutral minimally invasive surgery. All our efforts are aimed at recreating the lost features and proportions young face, restoration of the former volume and relief, without incisions, through minimal punctures. We have forgotten what it is like to inject hyaluronic acid into the nasolabial folds or do mesotherapy. Contour plastic Today it's really going 3D! Instead of mesotherapy, we have biorevitalization, drugs with peptide complexes and enriched plasma. Liposuction has come incredibly far forward... And many other examples.

What is the most difficult thing about being a clinic CEO?

Maintain balance. This applies to absolutely all areas of work. In relation to employees, it is necessary to create a comfortable, favorable atmosphere in the team so that people enjoy working, but at the same time build relationships in such a way that the staff, as they say, do not relax. Further, for example, as for patients - on the one hand, personal, individual approach, on the other hand, in no case should you follow the patient’s lead. It’s the same with our competitors - we are undoubtedly from different camps, and the spirit of competition is always present, but at the same time we are friends and communicate well, share experiences, exchange opinions. In my opinion, this one fine line, this balance is what a good leader should be able to maintain. It's difficult, but necessary.

I often hear: “KLAZKO” is so cool, but so expensive...

First-class specialists and the most expensive equipment cannot be cheap. We invest a lot in things that other clinics don’t even think about. You should see my huge server room! But in general Plastic surgery cannot and should not cost less than a dress in TSUM. And by the way, we are not the most expensive in this city.

Do your patients’ children visit you?

Granddaughters already!

WITH business partners I had some problems? Didn't it reach the courts?

No. There have been no mutual or non-reciprocal claims yet. This is easy to explain - we always choose where it is reliable, and not where it is cheaper. We recruit specialists to the clinic using the same principle. You remember, in the 2000s there were a lot of visiting touring performers: Botox in packs, liposuction in stacks... Some kind of conveyor belt. I have never associated with such people.

What irritates you about those who offer similar services?

When a salon takes over the functions of a clinic. The clinic has certified doctors, certified equipment, medicines, shoe covers. You just have to grow up to this. It offends me when a doctor is called a master, and a clinic is called a salon. When a doctor who just finished her residency yesterday opened her own clinic, where she is both the doctor and the owner. Personally, I can't stand being called an owner. Lord, you can own anything! And it is not at all a fact that the clinic will be successful. But to lead competently is, in my opinion, truly an achievement.

What did you not have 20 years ago that you have now?

Honestly - self-confidence. Because of this, I missed out on a lot. When others, who did not have my experience and education, boldly opened clinics and promoted them, I doubted my own abilities. They took a lot of things offhandedly, but I missed it. But it was already possible to expand the business both vertically and horizontally.

What is the most important thing for you now?

Your new premises on Malaya Gruzinskaya are even better than they were on Serafimovich.

There was a story there. I was going to open a third clinic here, we had already purchased equipment - and suddenly the owners of the premises on Serafimovich announced that they had sold it. But now I have several devices in duplicate - it’s expensive, but it gives me peace of mind. And we raised our class a little higher. In general, it seems to me that I’m hiding now - waiting for the jump.

The main fairy of the Moscow beauty industry took off in 1999, opening the first salon “Lanna Kamilina” next to the Tretyakov Gallery. Everything in it was expensive, comfortable and unusual: soft pillows, cotton blankets, soft warm towels, a hair shower with mineral water and yoga tea made from 15 herbs, which clients were invited to first breathe in and then drink. “The best heads of Moscow” made big eyes and inhaled. It was a different world from which luxury services began.

Lanna still lives in a world where everything is perfect. A crisis? No, I have not heard. Perfectionism is in her blood. In the fourth grade she studied calligraphy and by the tenth grade she was drawing up everything - from the school charter to letters and wall newspapers. He can still give a calligraphy lesson today. In the nineties, Lanna lived and worked in Paris - in the creative group Dessange - as a stylist, hairdresser and developer of new ideas. Once a week I had lunch with Monsieur Dessange himself. They were credited with an affair, but Lanna responded in her own style: “An affair with such a person is impossible.” Briefly and clearly. But there was mutual sympathy - the eighty-year-old master believed that Lanna was similar to him in her irrepressible ambition.

Do you like teaching?

I love raising professionals. But, of course, it happens that a master has learned a little and is ready to earn all the money in the world. There's nothing you can do about it.

You have been successfully conducting trainings for companies unrelated to beauty for a long time...

Well, everything beautiful has something to do with beauty. Yes, I'm driving. It could be a jewelry brand or a coffee machine manufacturer. In the Baltics, she conducted trainings on the hotel business and for private bankers. The most important thing is that employees change qualitatively after my trainings.

Speaking of students, I remember that you were an excellent student at school, you also studied rhythmic gymnastics, plus you sewed your own dresses... Why suddenly a hairdresser?

Yes, everyone was surprised. But I went into the profession right after school. And at the age of 21 she became the USSR champion in hairdressing. Imagine: I even worked in the laboratory for the creation and technology of haircuts of the USSR Ministry of Consumer Services! And me, a girl, was given tests by adults! And then there was Dessange - first in Moscow, then in Paris. But best women were waiting for me at home. That's why I returned, opened my salon, my place of power.

When did you realize that Lanna Kamilina was a success?

When several clients one day said: “We don’t care which master we sign up with, you are all the best.”

Who's the best to cut your hair?

Yes, anyone too. More precisely - who dares.

Do you often take vacations?

Rarely. And guess what? When I pause, I always come up with ideas that take even longer to implement!

Are you an evil boss?

Doesn't your family suffer from how much you work?

No, no and NO. My sons love what I do and are willing to let me go. Before their birth, my every evening was scheduled: presentation-gallery-oysters... But now it’s social life that’s suffering. I even skip what is important for self-PR. I can only go somewhere for support.

So your greatest luxury is time?

Yes. Therefore, my employees can easily give you the fastest manicure in the world and style your hair at the same time.

What has changed in the industry globally now?

Mmmm... Can I tell you what hasn't changed? The level of luxury in relation to everything that is not luxury.

Do you follow trends?

Yes, but insofar as. I have my own vision: the image should be feminine, fresh, elegant and unobtrusively seductive. It's in my blood. I was, am and will be like that.

Thinking about getting old?

Long life has never scared me. Besides, my icon is Vivienne Westwood.

Have you had many problems with your business?

I don't like the word "problems". There are trials and tests of time.

What about kickbacks?

Yes, it has always been. You pay someone a tribute. "You pay for the music." It's like part of the game. Part of success, or rather, the payment for success... To whom and how much - changes constantly. But I noticed that very often these people, whom you pay, then become my clients and start buying something - services, or perfume, or jewelry... The administrator whispers: “Is it free or what?”, I answer: “Why free? They already got theirs. And this is for money.”

What is the most difficult investment product?

Employees. Ten years ago there were more of those who dug the earth with their noses. Nowadays, not everyone is ready to constantly learn, and the needs are different. Millennials are like that: they want more ease, irresponsibility. And ease comes only with experience, even if you are naturally talented. Such people change more often and leave faster.

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How can you leave gracefully?

Send me flowers and a box of champagne!

Is it easy for you in the current times?

Yes and no. Now there is too much. Everything is oversaturated: cosmetic bags, wardrobes. At the same time, the haircut can be, as they say, cheap, a la. Not individual. It is not right! If there is a choice, let it be better clothes It won't be much, but the hairstyle will be worth a million dollars.

Do you feel when a client needs to stop trying to be beautiful?

Yes. The passion to be beautiful sometimes drowns real beauty. Large investments in appearance are not the most important thing.

How do you deal with difficult clients?

When you live for a client - and I live for him while he is mine - it is important not to infiltrate his nervous system. There are people with whom you need to wear a mask. And there are those with whom I am on an equal footing. And this, believe me, is not a question of solvency, but of more subtle matters... And it seems to me that I have the largest number of complex clients. They come from places where they have already tortured everyone! But I know how to handle them. I know how to remain silent. The power of my silence clears the space. In general, one of the most important arts is in adjustments, but in luxury you cannot adapt to the client, because most people come to us to rise to a new level. And we are giving this new level.

Have you ever given up? So we broke up with our business partner and gave away our first, “prayed” salon near the Tretyakov Gallery...

So what? You never give up, even in the most difficult trials. There is simply no time to stop and cry. Something is collapsing, but there are already new ideas in my head. It's easier to live this way. In general, any partnership is about growth and expansion, you take and you give. And when they just take it and it’s not enough... You have to cut it off. Ruthless! Like hair.

In 2006, the author of this material, among several Russian journalists, met with Frederic Male in Paris. There was a group lunch at the Palais Royal, and the next day a tete-a-tete lunch at the Costes Hotel restaurant. And suddenly Mal asked: “Do you know why Malik broke up with Tatyana?” Only insiders knew about the connection between Tatyana, the general director of Hermitage, the largest distributor of luxury goods, including the best cosmetics and perfumes at that time, and Malik, its owner. Oh, what love there was! For her sake, Rogachenko left her first husband - handsome Jean-Noel Lemon, who starred in a couple of films as himself - the most fashionable hairdresser in Moscow in the late nineties. Rogachenko and Malik had a son. And so they parted. I replied that I didn’t know the reason, but it was probably serious. “Tatiana seems like an iron lady, but in reality she is, how should I put it better... fragile.” “But Malik is also fragile! - Mal answered unexpectedly emotionally. - I like them - both. Like a couple. Excellent businessmen and at the same time sensitive people. There are very few of them, and they are the most pleasant to work with.”

In recent years, the beauty industry in Russia has gained popularity. There are beauty salons and various derivatives of this business in every city in the country. In small towns, salons are located mainly on the central streets, and on the outskirts, hairdressing salons, remnants of the Soviet past, are living out their days. The larger the city, the more salon ov will be located not only in the center, but also in residential areas. Despite the abundance of salons providing various services, in Russia there is still no body that would keep an accurate record of the number of salons involved in the “beautiful” business industry http://www.kracota.com/projects/club/prodvizhenie_salona/. These include: beauty salons, spa salons, massage parlors, nail studios, cosmetology clinics, tanning studios and other varieties where you can bring beauty. The exact number of beauty salons is unknown. However, there are many different authorities and inspections that monitor salons. In particular, this is ROSPOTREBNADZOR, which controls many areas of consumer services, as well as ROSZDRAVNADZOR, which controls everything related to medical services. The listed services are “main”, but there are others http://www.fabrikabiz.ru/salon/0.php. They are responsible for fire safety, taxes and more. The question of “can the salon business be considered a separate industry?” cannot be answered unequivocally. From the legal side, such an industry does not exist. But no one can argue with the fact that the salon business provides jobs and generates part of the budget through taxes. Every day, several million customers are served throughout the country. First of all, the existence of the salon industry is recognized by the owners and workers of this service sector. They include: hairdressers, makeup artists, stylists, cosmetologists, nail design specialists and others. http://bishelp.ru/svoe_delo/otrasl/krasota/salon_krasoti.php. However, besides these people, there are many other participants who cannot deny the existence of the salon industry. Typically this is:

1) Suppliers and manufacturers of various hair, nail, skin care products, etc. In particular, these include the world's largest brands, such as Schwarzkopf & Henkel, L'Oreal, Procter & Gamble, Unilever.

2) Manufacturers and suppliers of special equipment and furniture for salons, spa rooms, etc.

3) Architectural and design studios working on the design of salon interiors.

4) Firms engaged in repairs and arrangement of premises for salon activities.

5) Transport and logistics companies involved in the delivery of equipment, cosmetics countrywide.

6) Centers for education and training of specialists, from makeup artist to manager.

7) Personnel centers for personnel selection.

8) Agencies involved in the purchase and sale of salons. As a rule, this is done either by a small highly specialized organization or by a department of an agency with qualified specialists in this field.

9) Firms providing auditing and legal services.

10) Professional and specialized publications. These include both glossy magazines and online magazines. They publish materials and articles about new products and fashion trends. The target audience of such publications are professionals and salon visitors.

11) Annual exhibitions of salon equipment, cosmetics and furniture.

13) Consulting firms.

14) Companies developing software and programs for salons.

There are a whole lot of organizations and enterprises that serve the salon business, which in turn suggests that this industry still exists.

An interesting fact about the development of the salon business is the number of investors who want to invest specifically in the salon business. Therefore, the secondary market for the salon business is actively developing. An example is Moscow, where there is a large number of companies engaged in the trade of ready-made businesses. Such firms have databases that number hundreds of investors waiting suitable option to invest in a salon business. In addition, there are special franchise programs through which leading beauty salons offer entrepreneurs who want to start a salon business. The standard “package” usually includes http://www.homearchive.ru/business/hom0021.html all components that reduce all risks to a minimum. However, most of the presented franchises belong to premium and business classes. These two segments are not only the most saturated and expensive, but also the most unpromising. There is practically no further growth in them. Therefore, the demand among entrepreneurs is extremely low. Franchises are provided by such leading companies as http://www.business-magazine.ru/ideas/franchising/pub279119:

· “Persona” (franchises: “Persona Lab”, “Persona Family”);

· "Aida";

· Aldo Coppola;

· Jean-Claude Biguine;

· “Mysin Studio”;

· Dessange (franchises: “Dessange”, “Сamille Albane”, “Frederic Moreno”);

Franck Provost;

· "Alessandro";

· “Inochi”;

· "Constellation".

Despite the many organizations that help entrepreneurs and investors open more and more beauty salons, there is a certain risk, which is the ruin and closure of the salon. Any sane person understands that in order for a business in any field to begin to generate income for them, it needs to be managed effectively. For this purpose, there is so-called information support for the salon business. By going to any large store that sells books, you can easily find special literature that describes in detail the technology for opening a beauty salon. In addition, new editions of books on effective salon marketing and management are published every month. However, books usually describe someone else's experience or a theoretical course that has minimal relevance to reality. In this case, entrepreneurs begin to look for a place to “practice and train.” For this purpose, there are at least http://www.gonka.ru/art/raskrutka_salona_krasoty.htmseveral dozen business schools, where businessmen are taught all the secrets of the salon business. As a rule, the cost of such courses, which last from a week to half a year, reaches several thousand euros.

Separately, it is worth paying attention to consulting services that can be provided by both firms and individuals. This is usually the name given to people who work for themselves and have experience in the salon business. They specialize in helping with a variety of situations that arise for business owners. Although their services are expensive, it is much more cost effective than fixing preventable errors.

Due to the fact that there are many beauty salons, it is not surprising that they unite in unions and create associations. This could be a union of hairdressers or makeup artists, cosmetologists and nail and design specialists. There is even a “National Society of Mesotherapy” http://www.mesorus.ru/, a Council of the “National Tanning Association” http://www.naz-rus.org/ and a “National Association of Beauty Industry Enterprises” http://iskalko. ru/1067799021289.

The owners of print and online publications http://www.salon-krasoty.ru/bisness/reklame/pravila/reklama-salona-krasoty/prodvizhenie-uslug-salonov-krasoty confirm their genuine interest in the beauty industry, which are gradually increasing their circulation volume, and also monitor statistics of site visits and search queries. They note that their sites are visited by several tens of thousands of people annually. The most popular participants in the process of establishing the salon industry are cities such as Moscow, St. Petersburg, Yekaterinburg, Rostov, Kazan and then, in descending order, almost all regions of Russia. Competition in these cities is increasing year by year. This boom in the development of the beauty industry, which came to us from the West 20 years late, looks more like fashion. If earlier this was considered a typical women's business, now men are actively involved in it.

This is primarily due to the fact that salon margins are around 30-35%. Financial risks can be minimized using competent management and the latest technologies to minimize costs and personnel theft. Every year the salon business changes and transforms. Just a few years ago, it was mostly a place where banal hairdressing services were performed, as well as manicures and pedicures. In just a few years, salons have moved toward “more” medical and complex services. Salons offer wellness services that offer treatments that help stop the causes of skin aging and body imperfections.

Beauty salons not only compete with each other, but also create healthy competition for baths and saunas. They even compete with the tourism business, capturing the sphere of relaxation and fighting stress and chronic fatigue http://www.ib-s.ru/index.php/component/content/article/208-other/2289-2010-02-19 -11-25-34. Despite the fact that the exact number of beauty salons in Russia is unknown, we are still far from tiny Italy. There are about 110,000 salons in this country, for which a special law has been developed prohibiting the creation and placement of new salons at a distance closer than 200 meters from existing ones. Considering the size of our country, it is difficult to imagine how many salons can fit in Russia. The growth of the salon business is changing the lives of people whose income is gradually growing and so are their needs. In this regard, people try to look more youthful and can afford skin rejuvenation, figure correction and much more. The idea that it is indecent to appear in society unkempt and aging in years has become firmly in fashion. This sometimes interferes with your career and image. It is not surprising that about one quarter of salon visitors are men. If earlier is better than home treatments and grandma's recipes there was nothing, but now people began to understand that the salon is no worse homemade masks. In the salon, people get positive emotions and save their time and stay young longer.

Speaking about the salon business, it is impossible not to mention the crisis, which undoubtedly affected all areas. The main reason for the closure of most salons was increased customer demands. Clients began to spend money wisely and demand more comfort from salons for less money. Those salons that managed to quickly “rebuild” survived the crisis http://www.goodgoods.ru/pages/content/1237813135.html. They were hurt, but not fatally. Most of all, this affected services that are considered luxury and make our lives easy and enjoyable. These services include spa treatments and manual bodywork techniques. Simple and everyday services, such as haircuts, coloring, manicures, pedicures, eyebrow correction, depilation, Botox, hair treatment, were practically unaffected. The only change that has occurred during the crisis is a reduction in prices for these procedures. From “overpriced” they turned into “fair”.

State of the beauty industry market

The salon business is a new type of activity that is at the development stage. That is why there is practically no literature devoted to this business yet. Consequently, we took information on the state of salons today from various Internet sites (www.newsalon.ru, www.intercharm.ru, www.girlsclub.ru), of which there turned out to be a limited number, since information is often duplicated from one site to another .

In order to understand what a beauty salon is, we initially analyzed the meanings of these two words in explanatory dictionaries of the Russian language [Popular Art Encyclopedia 1986, Explanatory Dictionary of the Living Great Russian Language by V. I. Dal 2004, Great Soviet Encyclopedia 1981, New Dictionary of the Russian Language 2000 , Russian Encyclopedic Dictionary 2006, Encyclopedic Dictionary of Brockhaus and Efron 2006, etc.]. The meaning of the word “salon” comes down to three meanings: 1) a living room, a reception room, 2) a literary, artistic or political circle of selected individuals meeting in a private home, 3) a store of artistic products. That is, we can say that a salon is, first of all, a beautifully decorated room where people meet. “Beauty” is defined as something beautiful, perfect. By combining these two concepts, a beauty salon can be literally defined as a place where people encounter beauty.

Based on analyzed materials from the sites www.newsalon.ru, www.intercharm.net, www.girlsclub.ru, we will give a description of the salons, their condition and types.

Currently, a beauty salon is both a business and a place of relaxation, and a comprehensive means of appearance care, and health care body.

The structure of the salon business has changed significantly recently. Salons are increasing in size. They offer more and more types of services, including medical ones, allowing not only to tidy up the appearance, but also to radically combat the main problems of clients - skin aging, age-related changes figure, hair loss, cellulite and even fatigue and stress. So, 5-10 years ago, beauty salons offered mainly hairdressing services, manicures, pedicures and some light facial manipulations. Today the market is replete with new offers: all kinds of cosmetic procedures aimed at facial rejuvenation and figure correction.

The growth in the number of beauty salons is facilitated by the fact that in society it has become indecent to appear unkempt and unkempt. Up to a quarter of today's salon clients are previously unusual visitors - men, puzzled by the fight against hair loss, “beer belly” and chronic fatigue. Young people also flocked to the salons, trying to get things in order. problematic skin adolescence. Clients have come to understand that home care in terms of efficiency it cannot be compared with salon treatments, besides, the salon saves time, effort and adds positive emotions from communication.

Beauty salons are not only a beautiful business, but also a fast-growing one. Although, according to the website www.intercharm.net, the capital market is developing much faster than the Siberian one (in Novosibirsk, Krasnoyarsk and Omsk no more than 5-6 salons open per year, while in Moscow 2-3 weekly), the Siberian The market has much more prospects, since competition is much less than in capital cities. The capital's beauty market, unlike the inactive Siberian market, is in a stage of intensive growth. In addition to the increase in the number of establishments in the beauty industry, another trend can be seen there - specialization in a priority area: SPA, nail studios, image and makeup salons.

On the Siberian market, specialization is rare. The main reason is unformed consumer demand, lack of culture of visiting highly specialized establishments. For now, it is still more profitable to provide comprehensive services here.

According to the website www.intercharm.net, the capital's market is filled with chains. The largest ones - "Persona", "Mysin Studio", "Aida", "Alexander Todchuk Studio" - include from 5 to 15 salons. Experts believe that in the near future the online beauty business in Moscow will only progress. The main argument in favor of its development is cost savings due to the fact that the brand is already known and it is possible to duplicate well-established technologies. In Siberia, the salon business does not have a clearly defined network orientation. Even if individual salons are owned by the same person, they have different formats and styles.

Even with such an amorphous state of the market in Siberia, its services are still evolving. In the recent past, relatively simple procedures caused a stir among consumers: various cosmetic masks, peelings, nail extensions. There is now a noticeable shift towards more technologically advanced services.

Having analyzed the materials of the website www.girlsclub.ru, we can conclude that rejuvenation procedures are in high demand, since with age the condition of the skin is valued more and more. Consumers of this service - mostly wealthy women - are willing to pay for procedures that provide long-term effects. At the same time, a culture of preventive cosmetic care has not been created in Siberia. Siberian women are beginning to pay more and more attention to relaxation procedures. Modern world business woman This is a world of constant stress. It is natural that SPA procedures are becoming fashionable - effective techniques for relieving tension.

On the website www.newsalon.ru, the owners of Siberian beauty salons state that there is no competition in this market, given its sparseness and low demand. When choosing a salon, most clients focus on geographical proximity. Another important factor- personality of the master. If the level of his professionalism suits the client, then when the master changes jobs, about 20% of the clients will leave with him. When opening a new salon, the master ensures its capacity, bringing in the established client base. Only the elite segment pay attention to the reputation and brand of the salon: visiting a prestigious establishment once again confirms a high position on the social ladder.

But there are still certain requirements for organizations providing hairdressing services by the Ministry of Economic Development and Trade of the Russian Federation. And in accordance with these requirements, all salons are divided into several types.

Thus, depending on certain parameters, salons are divided into several types. The more services the salon provides, the higher the qualifications of the employees, as well as the level of service, the higher the category the beauty salon receives, and, accordingly, the more high prices charges for services. Moreover, the requirements are presented both to appearance premises and internal. And the level of service is also determined by such parameters as air conditioning, availability of a customer card, and drinks. Nice salon Beauty is not an establishment specialized in some area, but a place where all types of services provided are correctly combined: image, medical, relaxation services.

A profession in the beauty industry and the opportunity to fill the world beauty is a dream job for many. My eyes are wide open - there are so many opportunities to learn new things in this direction! Who to become in the beauty industry? What skill should you master in order to be able to embody your talents, not experience difficulties in recruiting a client base and receive a decent reward?

Recruitment agency research?

According to the results of research by Russian recruiting companies, the top 3 most popular professions in beauty salons look like this:
Cosmetologist.
Hairdresser.
Manicurist.

The study focused on indicators of the number of open vacancies, the rate of personnel turnover and the number of applicants for these positions. This means that the listed professions are in demand, but the competition for each vacancy is 2 people for the position of a manicurist, 3 people for the position of a cosmetologist or hairdresser.

Pros and cons of different professions?

Advantages of standard beauty professions:

The services are known and understandable to everyone;.
Lack of pronounced seasonality: girls need spectacular hairstyles and makeup for international holidays(New Year, Women's Day), and for personal ones (birthdays, weddings), which can be on any day of the year; manicures and haircuts are an everyday necessity;
Opportunity to get a job in any beauty salon;
Stability of the list of services: new procedures rarely appear that will require special training.

Flaws:
Big competition;.
The need to buy expensive tools, products, cosmetics at a relatively low cost of services;
The procedures have a purely visual effect and begin to become morally obsolete, giving way to more relevant and effective ways that give best solutions a wide range of problems.

In view of this, it is worth paying attention to the lash and braw industry.
The advantages are obvious:
Young and promising industry;.
Little competition compared to older areas of the beauty industry;.
High demand: now eyebrow shaping is the most trendy" Pain Point"customers;.
Change of fashion: if 10 years ago long ones were fashionable? Artificial nails and hair extensions, now the leaders are natural beauty and Nude makeup.

Minuses:
The high cost of the courses (is offset by unlimited opportunities for development in the profession and a guaranteed large income.
There are few vacancies in salons. A master eyebrow artist or lash maker is not needed in every multidisciplinary salon, where these responsibilities are assigned to makeup artists and cosmetologists. A great reason to start your own business or find a trendy bro bar in your city.
The profession is not suitable for people with farsightedness and spinal problems.

One conclusion suggests itself. Need to seize the moment?

Eye design is experiencing a unique moment when favorable factors combine to start your career as a master:
There is a huge demand for eyelash extensions, eyebrow correction and shaping services;
A small number of experienced practitioners in this field;
A wide range of techniques that are mastered by less than 20% of practicing masters.

We are talking about lamination of eyelashes and eyebrows, threading, microblading. These techniques are an innovation for Russia, the approving fame of which has already spread among clients.

Everyone knows the procedures, but experienced craftsmen not enough. Can you become the best of the first?
The cost of the service is low, while the price that clients are willing to pay is much higher.
The training developed by our studio allows you to get maximum useful information and the opportunity for practical training in 1-3 days, depending on the technique being studied.

Beauty services

Modern technologies are not aimed at temporary effects. Now their result does not mask the flaws. A woman becomes truly beautiful and constantly flawless at any time of the day and in any condition.

Now in the salon you can increase the width of your eyebrows and make them thicker, like those of top models. Tattooing is not relevant, wide and natural eyebrows. This extension is completely indistinguishable in color from the client’s eyebrows and will last at least 3 weeks.

Another eye manipulation that will transform your look into a doll-like one for two months, freeing you from the tedious daily application of mascara and makeup remover. In the process, the eyelashes are coated with keratin, then castor oil. Next they are dyed and curled. The result is beautiful curved and voluminous dense eyelashes with well-colored ends.

False bangs have become fashionable. The hairdresser takes the blank strands and “assembles” them into a bang that suits the client. Attached to natural hair, it looks completely natural.

A very good volume of hair from the roots can be obtained after a procedure with cysteamine. The effect lasts longer than three months, and the hair even looks cleaner and more well-groomed, since the natural reagent normalizes the exchange of sebum. The composition used for bio-curling is capable of fixing styling in any style for six months: strict curls or careless “wet” strands.

You can even out and lighten the skin, eliminating the consequences of acne, using a photodynamic device. It will erase scars and reduce inflammation. The laser will also rejuvenate and give the skin freshness and youthful radiance. After the procedure, you can immediately appear in public, because the skin is absolutely not injured.

There is an amazing technique - Thermage. This lifting, by acting on body tissue with thermal radio waves, increases the density of collagen, “dissolves” fat accumulation, tightening the skin without leaving sagging or folds. Thermage improves the appearance and condition of your skin for at least 15 years in just one session. This procedure is used for both the face and body. It has proven itself very well in the area of ​​the armpits and the inner surface of the arms. After one visit you can safely wear open dresses. You can pump up your muscles in the gym for months, but the effects of Thermage will surpass these achievements in a matter of minutes. Many women will also benefit from Thermage treatment above the knees and on the abdomen, where fatty tissue usually accumulates. The procedures are very expensive, but worth it. And forget about the gym and massage table!

When your face ages, it is not necessary to immediately resort to plastic correction. A wide variety of Botox injections and threads that will tighten the “blurred oval”, eliminate nasolabial folds and a double chin. For the next three years, the appearance of natural youth and beauty will be preserved.

Now even in pedicure they use innovations: the skin of the feet is treated with a special solution, rather than sanded. This type of care allows your feet to remain soft and clean for two months without using pedicure equipment or sitting in an often uncomfortable pedicure chair.

Beauty sphere.

Some women will snort indignantly, saying, why should I understand all this tinsel if there are consultants in cosmetics stores and cosmetologists in salons. However, why blush in the store, afraid to admit that you barely understand the stream of unfamiliar words that the consultant is pouring out in front of you? Why waste time thinking and doubting whether you really need the latest cosmetic procedure that the beauty studio administrator offers, and you don’t even understand its essence and true purpose?

In addition, it is better to go to stores and beauty salons savvy, in order to minimize the risk that the staff will force you into unnecessary things under the guise of fashionable new items.

And it’s more pleasant to listen to your favorite bloggers, and it’s more pleasant to read popular women’s publications if you are in the know and understand what they are talking about.

New terms are appearing in many areas of beauty. But the main “legislators” of new fashion trends are cosmetology and the art of makeup.

What types of beauty courses are there? Beauty master (basic course)

The most profitable procedures in the beauty industry. The most popular cosmetic procedures in a beauty salon

1. Modeling masks with a lifting effect - a procedure to reduce sagging and swelling of the facial muscles. Lifting masks help strengthen the skin, creating clear oval faces and shapes. This procedure is carried out by applying a mask to the face. During the procedure, the mask hardens and will tighten the skin. Masks vary in type (can be film, gel, etc.), but also in type (nutritive, collagen, anti-inflammatory, etc.).
2. Vacuum is a facial massage procedure, toning the facial muscles, activating the work of lymphatic and blood vessels. First, the face is cleansed, then a facial massage is carried out in the usual way, then a massage with vacuum attachments. The procedure provides a useful and pleasant effect.
3. Botox is a procedure that helps smooth the face and eliminate wrinkles. For this purpose, special subcutaneous injections are performed. Corrections are needed. These beauty salon procedures are virtually painless.
4. Photofacial procedures – the procedure promotes rejuvenation, allowing you to remove unwanted hair. To perform this procedure, special equipment is used that produces a special pulsed light flux. This treatment procedure is painless.
5. Cryotherapy is the most popular among modern procedures beauty salons. Aimed at improving blood circulation, improving metabolic processes, skin protective mechanisms, and eliminating inflammation. This procedure is based on the use of liquid nitrogen. Under the influence of its low temperature, the upper layer of the epidermis cools. The procedure is painless and safe.

The beauty market is actively growing and developing. Accordingly, it becomes increasingly difficult for a young specialist starting his own path in the beauty industry to open his own business and become a sought-after master or a successful owner of a manicure studio ( beauty salon). However, having a good specialized education and the right approach to starting a career will allow you to become a full-fledged participant in the industry market even without many years of work experience.

Choose the right direction

So, how to achieve success in the career of a stylist, cosmetologist, manicure-pedicurist or any other beauty specialist? First of all, find your own niche. Today, a large number of different educational institutions and courses operate in St. Petersburg. Among them you can find both short-term training mini-programs (for example, training in eyebrow correction or manicure-pedicure courses), and full-fledged training courses for cosmetologists, massage therapists, etc.

For specialists with secondary and higher medical education

When choosing a future profession, you need to remember that there are a number of specialties that will require a medical education. Thus, holders of diplomas of secondary medical education (nurses, midwives, paramedics) can take courses in nursing in cosmetology or undergo basic training in the course “Fundamentals of modern cosmetology". In the same case, if you dream of a serious career as a cosmetologist-dermatologist, you should think about getting a higher education.

For newbies

Beginners are offered big choice training programs. In particular, this includes courses for cosmetologists without medical education (the so-called basic cosmetology course, which is suitable for future cosmetologists-aestheticians), training in various depilation techniques, piercing, eyebrow modeling, stone therapy and many other popular specializations in the beauty industry.

Various massage courses – cosmetic, anti-cellulite, cupping and vacuum, reflexology – are also attracting increasing interest among young professionals. Please note that almost all such programs are designed for both already practicing specialists and 100% beginners planning a career in the industry.

Numerous methods and techniques of hardware cosmetology open up practically unlimited possibilities for novice practitioners. However, most of these programs include a general introduction to the basic principles of machine-based cosmetic therapy, making them an ideal learning tool for beginners. At the same time, please note that a number of courses are designed for experienced specialists and allow you to improve your skills or acquire a new promising job.

My own master

By the way, today not only “career women” who want to professionally engage in such activities in the future actively enroll in specialized courses in the beauty field. More and more students are coming to cosmetology training centers solely to master the art of self-care and apply it at home. Thus, manicure-pedicure courses, as well as eyebrow correction, are in demand among such students (training in so-called braummaking in most cases takes a minimum of time and does not require large expenses).

Masters who have already completed basic manicure courses often undergo specialized training hardware pedicure. A diploma or certificate obtained at a training center allows you not to limit yourself to “home” manicure and pedicure, but to enter the professional market by finding a job in a professional studio, nail bar, or renting equipment and your own workplace in one of the city beauty salons.

For those wishing to expand their professional horizons

Cosmetologists and massage therapists who already have solid experience and an established client base are offered a large selection of retraining programs. Thus, manual cosmetologists working using traditional techniques can master the intricacies of hardware lymphatic drainage, ultrasonic facial cleansing, deep and medium peelings, injection and non-injection mesotherapy.

Specialists with medical education Those who have a certificate in the specialty “dermatovenereology” can undergo retraining at USO courses and receive a new type of practicing cosmetologist-dermatologist certificate required by current legislation.

How to choose an educational institution for training

When choosing a center for training in beauty specialties, you should pay attention to many points. Looking for a good cosmetology school or massage course? Reviews from real specialists who have already completed such training will greatly simplify the task. Don’t forget to inquire about the availability of certificates, as well as the teaching staff and technical base.

Sleek, well-groomed face, fit, slender figure, healthy hair, the absence of extra pounds, as well as perfectly fitting clothes are integral attributes of the image of a business woman. The modern beauty industry is aimed at the needs of businesswomen who want to look great and not spend a lot of time on self-care.

Modern beauty industry

Beauty and business in modern society are closely intertwined; by a woman’s appearance, by her hairstyle, and the degree of grooming, one can judge the success of her business. However, in a series of everyday work, it is very difficult to find time for regular visits to a cosmetologist or fitness trainer.

A well-developed network of institutes, where modern special procedures are presented using the latest developments in the beauty industry.

This is a procedure called coolsculpting, which allows you to get rid of 5-10 centimeters in the waist, abdomen, and hips. The thermage procedure is also very effective, during which a skeleton of the skin of the face and neck is created. This will allow you to form an ideal oval face; the results of this procedure will last for the next five years.

Both of these procedures can be done even during your lunch break. In this case, rehabilitation is not necessary, since the processes of weight loss are activated inside the skin due to the natural capabilities of the body.

The modern beauty industry pays great attention to the condition of hands and nails. Modern, sometimes unique manicure and pedicure designs can compete with works of fine art, and are deservedly in demand by women of any age.

Another important element 4Ps of Marketing – Price. But before discussing it, decide on the cost of services.

No matter how strange it may sound, the simple truth does not change: the lower the cost of the service provided, the higher the profitability. This is beauty salon marketing.

The cost of a beauty product used during one procedure is determined mainly by the class of the supplier. The cosmetic line you choose should ideally match the ratio of price and quality or price and popularity (among your customers), which is less common.

In addition, it is very important how the cost of services is calculated. The best option is to use software created specifically for the field of beauty and health.

Thanks to such software, you can not only control how products are spent, but also make the workdays of your subordinates easier. Using such a system will allow you to significantly reduce costs. In addition, thanks to it you will not encounter theft from staff.

The following computer programs exist: Beauty Center, Universe, Sycret Saloon, Small&Smart Business, Salon Iris, Base4beauty, ArchiSport, “My Salon”, “Aesthetic Management”, “Your Salon”, “Atonex Salon”, “Malachity”, “Helix” : Beauty Salon”, “1C BIT: Beauty”, “Come il faut: Beauty Salon”, etc. If you follow this point, you will ensure yourself 10% success.

Only with the help of pricing as a marketing tool can you generate income, unlike others that help predict it. Pricing is an important and fairly flexible component of 4P marketing. See positive results you will be able to use it very soon after implementation.

When setting prices for services, they primarily take into account the target audience and purchasing power of their client. In each company, each product has its own optimal cost.

It can be established only by studying the elasticity of price demand. To do this, you need to determine a unit/period of time from 1 to 6 months, and then increase or decrease the price. You should stop at the moment when the maximum profit per unit of time is reached.

It is very important to determine whether consumers need the service. If only a fifth of the entire service complex is consistently sold, evaluate whether you are offering it correctly. If the information is presented in full and is exhaustive, then the profitability in this case is reduced by other services.

If you follow this point, your beauty salon will become even more profitable, which will translate into an additional 5-10% success.

Beauty industry profession. The most paid professions in the beauty industry

The beauty industry is in demand today and is developing quickly and successfully. According to Gorodrabot.ru, out of 1.5 million vacancies, more than 100 thousand are.

Many jobs associated with this industry pay above average. But the greatest chances to earn money are in the capital and St. Petersburg. What salaries can stylists, barbers and nail art specialists expect -GorodRabot.ru

1) Beauty industry manager. In Moscow they are ready to pay 60-90 thousand rubles to a person with at least a year of work experience. IN responsibilities will include control and organization of studio work in the shopping center, implementation of sales plans, employee management, development of conditions aimed at achieving results. It will also be necessary to introduce new services and develop the range. A person with management skills, charisma and developed communication skills is suitable for the position. Relevant experience is required. Market knowledge, experience interacting with VIP clients, and friendliness will also come in handy.

2) Seller of selective perfumes. Another vacancy in the capital with a salary of 50 thousand rubles. You will need to advise customers, expand your customer base, fulfill your sales plan and participate in promotions. The candidate is required to have relevant work experience, including with brands in the luxury segment. You also need quick learning, competent speech and positive thinking. You will have to work on a two-to-two schedule in the city's largest shopping centers. Career growth is possible.

3) Master nail service. In St. Petersburg they promise to pay from 40 thousand rubles for high-quality performance of all variations of manicure, spa care, and nail art. The applicant is expected to have knowledge about hand care, professional cosmetics. In addition to the main responsibilities, you will need to maintain cleanliness in the work area and comply with sterilization standards. They require at least one year of experience, certificates, a portfolio, and a medical record. They promise to provide studio material.

4) Image maker. In the capital, a charismatic expert on one of the TV channels is promised a salary of 100 to 200 thousand rubles. An employee is required for the Fashion section. Responsibilities will include filming and rehearsals, camera work, clothing presentations, communication with the presenter, director and producer. Mandatory requirements are specialized education, experience, mastery of sales techniques, sense of style and knowledge of trends.

Q-switched nd yag. Q-switch Nd:YAG laser

It is quite natural that aesthetic cosmetology does not stand still, but develops, offering its clients new methods and technologies. The problem of removing tattoos without consequences in the form of scars has not gone unnoticed.

Modern cosmetology offers Q-switch Nd:YAG - a laser that can remove tattoo pigment in 2-5 procedures, minimizing the possibility of scar formation. After the procedure using the Q-switch Nd:YAG laser, the skin becomes clean and healthy, while the pattern (pigment) is completely destroyed: it becomes discolored and exfoliated, and the surrounding tissue is not affected.

Q-switch Nd:YAG is a new generation laser that is actively used for tattoo removal. Laser removal using Q-switch Nd:YAG can destroy the dye regardless of its depth, without affecting the natural pigmentation of the skin.

Reasons for removing tattoos on skin:

1. - Mistakes by tattoo specialists, resulting in an unaesthetic design.
2. - Change in taste preferences (tattoos done in youth are no longer liked).
3. - The desire to get rid of the past (psychological component).

Q-switch Nd:YAG laser is capable of removing several types of tattoos:

Professional (black, color);

Cosmetic (tattoo of lips, eyebrows);

Amateur.

Fashion industry. Modern Fashion Industry

The fashion industry was born only 100 years ago, but in this short time it has managed to develop into a diverse and extensive direction. It is almost impossible to list all its components, since their number is unimaginably large. A huge number of people, resources, production facilities, etc. are involved in this industry. The working professions are photographers, fashion designers, models, make-up artists, advertisers, stylists, economists, and, of course, workers in factories, workshops and production facilities. Absolutely every link that is involved in the creation of a fashion item must have only professionals on staff who are responsible for the quality of the completed stage. Here, even the labels sewn onto collectible clothing are made to certain standards!

Many people think that the fashion industry only creates fashionable clothes, but they are greatly mistaken. After all, in fact, fashion also includes hats, accessories, shoes and offers all these products in a wide range. And if collectibles created by famous fashion designers satisfy all the requirements of style and quality, then bags, shoes, as well as Jewelry must necessarily comply with them. For example, it is better to select accessories for the collections of designers from Italy from those that were produced in the same country.

IN modern world after all, women are most interested in fashion, so the women's fashion industry is more diverse and developed. Many women believe that style and fashion are the main factors in creating external beauty. But clothes from fashion house shows can rarely be worn Everyday life, since it is mainly suitable only for show business and film stars.

At the same time, the mass consumer also needs less pretentious clothing and accessories. Then it turns out that there are two directions of fashion - the first is only for the catwalks, and the second is only for life. At the same time, new catwalk trends have an undeniable influence on the creation and formation of fashion for the mass consumer, including cut, color scheme, materials, shape and accessories.

Experts in this field have long proven that fashion in its essence does not change, but simply seasons and generations. Despite the fact that they themselves fashion trends they move in time, figuratively speaking, in a spiral, so these days the most fashionable and beautiful pieces of the 60s, 70s and other years are returning.

Roxana Kiseleva

If everything is very clear with beauty trends by season (Christmas collections are almost always a story about gold everywhere, and wine lips have been an indestructible trend every fall for five years now), then it is more difficult to predict the main themes of the year.

We’ll help you figure it all out without getting lost in the variety of cosmetic new products, and tell you about five trends that are likely to be relevant this year.

Cosmetics in an unusual form factor

After the massive cushioning of everything, luxury beauty brands allowed themselves to be a little eccentric and by spring they presented completely outlandish products that you want to immediately buy, at least for the collection. But don't rush into it - Lancôme's La Rose a Poudrer highlighter, which broke the Internet, turned out to be a plastic flower strewn with shiny powder. The Givenchy jelly highlighter did not bring much joy to its customers, other than delight from tactile sensations, and the leads in the Clarins “pen”, which cause an attack of nostalgia, are too thick and not very comfortable to draw with.

The format turned out to be unexpectedly humane, although not the most profitable for the brands themselves: if we buy a bottle of foundation twice a year, then a bottle of drops will easily stretch for several years and, in a good situation, the need to have several cans of different shades and degrees of coverage will disappear altogether.

For this reason, we can’t expect much excitement in the near future, but brands have already perked up and are rethinking the concept to a more understandable and simpler one. Now Lumene will offer you to mix the perfect foundation using liquid bronzer and highlighter.

The Body Shop has introduced a range of brightening and darkening drops to change the shade of your foundation, and Clinique has already outdone everyone in naming, calling their product BIY (Blend It Yourself). We are waiting for a response from the mass market, because paying more than a thousand rubles for a product that does not work alone still seems reckless to many.

Holographic highlighters

To be honest, these products are still far from achieving the holographic effect promised by brands. But while the most progressive representatives of the European market are just mastering strobing, in America they are already making polychromes with all their might, and this is already great.

One of the trendsetters was the American brand Milk, which released the Holographic stick, which was almost unique at that time last summer. And already under New Year Kat Von D launched the multifunctional holographic palette Alchemist, and America literally went crazy for it.

While the palettes are still sold out both on the official website and in the Sephora online store, pay attention to other new products on the same topic: Becca has released an interesting primer, and Stila has released a trio of pleasant Heaven's Hue powder highlighters.

Well, we are especially excited to expect new shades of portholes from the masters of cosmetic mixology Cover FX. We are most looking forward to, of course, holographic Halo: According to swatches, no cosmetic product has ever captured the color of the sunset sky as accurately as Halo does.

Cosmetics for metamorphosis

Another option for customizing decorative cosmetics is transforming products. One of the most interesting cosmetic new products this spring is the top lip and nail coatings released by Chanel in the Code Spring collection. And although Chanel is no longer exactly a trendsetter in the cosmetics world (even their cushion launches are the latest - only this summer), the idea of ​​a darkening varnish even seems intriguing if you forget about Dior’s Rock Coat from five years ago.

From Smashbox's Be Legendary lipstick released last year, there are four shades that can be used to change the shades of other lipsticks: make the color warmer, cooler, lighter or darker.
In perfumery everything is also captured: layering (from English layering - “layering.” - Ed.)- not a secret technique distributed exclusively in the perfume closets of film stars, but a trend that went into the crowd with the spread of Jo Malone boutiques around the world.

Its essence is to use several perfumes to obtain a unique aroma. And, apparently, layering became a source of inspiration for Maison Margiela when they produced so-called “filters” - dry oils that change the aroma towards a more muted (Blur) or brighter (Glow) scent.

In general, for now all this seems like just another marketing ploy with little behind it, but there is a good chance that other brands will pick up the theme and continue it, so it’s definitely worth keeping an eye on developments.