And in general, the Korean principles of skin care do not lose popularity and continue to set trends, j-beauty - beauty in Japanese style - begins to compete seriously. As you know, the Korean beauty ritual is based on multi-stage facial treatment (up to 10 stages) and promotes unusual textures in both grooming and makeup. To understand the basics of j-beauty and how it differs from k-beauty, we spoke with experts from leading Japanese brands.

From birth, the Japanese absorb love for the beauty of nature and develop the ability to capture all that is beautiful in it. “Ingredients are plant-based, innovative and safe, tested based on the theory of Skin Intuition (The theory of Cle de Peau scientists is based on the assumption that the skin has the ability to think, that is, each individual cell of the epidermis processes information. - Editor's note)so that the skin perceives them completely naturally. The textures are luxurious and sensual, the presence of aromachology is mandatory, - says Ilona Nikiforova, director of the Cle de Peau Beaute training department. - The canons of beauty - radiant natural skin, beautiful, protected and healthy, even, without visible flaws. The Japanese approach boils down not only to effective and beneficial actions for the skin, but also to the fact that each product should only cause exquisite sensations. " In Japan, they are absolutely sure that the spirit and the body are one, therefore the mood is very important, and the state of mind during skin care is the main component of the effectiveness of care.

“The perfect porcelain skin of Japanese women and an even complexion are not a gift of nature, but the result of multi-stage face care, which all the girls of the Land of the Rising Sun adhere to without question. The Japanese have long ago put the ancient beauty ritual on a scientific track - modern technologies are firmly embedded in the production of cosmetics, - explains Anastasia Mochalina, an expert on Japan, a representative of the Japonica company. - Every day, the average Japanese woman uses at least five to six products. The whole philosophy of facial care is based on a double action: cosmetics take care of the epidermis (outer layer of the skin), and you strengthen the dermis (inner layer) with a massage. It makes no sense to care for the epidermis without taking care of the dermis at the same time. "

Beauty rituals and Japanese principles of aesthetics

The basis of the Japanese aesthetics of wabi-sabi, which includes the concepts of kanso and seijaku, as well as shibui, is unobtrusive beauty, and the entire beauty industry of the country is adjusted to this philosophy. “In Japan, beauty ritual is a whole culture. It consists of two stages of cleansing, two stages of moisturizing and a double application technique - with our own hands we warm the skin, apply all the products in a circular motion, thereby improving microcirculation. The products are quickly absorbed, because in Asian care there is a layer that creates a protective film on the skin, ”says Elena Polyakova, Lead Training Manager of Sensai and Kanebo brands at Kanebo Cosmetics Rus.

“Translated from Japanese, 'kanso' means 'simplicity'. This principle is based on getting rid of excesses. Kanso also expresses a sense of freshness, cleanliness and neatness. This is very close even to modern Japanese women. Their everyday makeup is an even tone, blush and lightly colored eyelashes. The literal translation of the word shibui is "tart, astringent", in some cases "refined" or "delicate". Shibuy can be found in almost everything, such as the tart taste of green tea or the scent of good perfume. Sometimes women apply this term to a man in whom there is a special rough masculine beauty, explains Anastasia Mochalina. - As for the principle of seijaku, it means calmness or inner silence. It can be found both in nature and in human character, but the principle itself originated from the tea ceremony. The Japanese themselves do not associate all these words with the beauty industry, it is rather an inner understanding available only to them. But now there is a Western rethinking of terminology in connection with the increased interest in Japanese culture, and the original Japanese concepts are gradually acquiring a new meaning. "

Differences in textures and number of stages

Since the Japanese beauty ritual involves several successive stages, the texture of all products should be light, so as not to impede the penetration of other components into the skin. They should be well absorbed and not leave behind a sticky layer. “Watery textures are popular in skin care, for example, lotions are used much more often than essences and creams. Creamy textures are more popular in Korea than Japan. This is due to the cold climate in Korea. Korean women pay much more attention to cleansing the skin from impurities. There is also a difference in aesthetics: in Korea they like to pay attention to the foundations and lip makeup, while in Japan they like to pay attention to eye makeup. In Korea, it is immediately noticeable that women tend to follow as many trends as possible. Natural but flawless makeup is also encouraged there. That is why MLBB and MSBB ("My lips, but better" and "My skin, but better") are popular in Korea - nude, enhancing the natural color and transforming. In Japan, natural makeup based on individual beauty principles is at the forefront, ”says Kakuyasu Uchide, international creative director at Shu Uemura.

“Korean women are very fond of sponges (konnyaku), and Japanese women whip the cleansers with a brush. Also, Japanese women are very fond of different devices for facial massage. But the beauty ritual for Japanese women is more of a philosophy than a practice for Korean women, ”says Ilona Nikiforova.

The global difference between Korean and Japanese beauty rituals - in Japan there are fewer of them, and the textures are lighter. “For example, in Korean care there is a separate stage - treatment, which involves the use of products that act to get rid of acne and blackheads. In the Japanese care system, this process is included in the cleansing phase. Toner is responsible for normalizing pH in Korea, and lotion in Japan, ”says a Japonica representative. - One of the main criteria for choosing cosmetics for Japanese women is the presence of the SPF factor in the composition. Japanese women prefer to use them all year round to maintain their porcelain skin color. Korean women are also big fans of even skin tone, but due to denser and oily skin, this is difficult to achieve. Therefore, even under make-up, they apply anti-acne products. "

Main components

The Japanese trust natural ingredients. “Harmony with nature is a fundamental value. Since ancient times, the Japanese have used ingredients obtained from natural sources. In the beauty industry, the most popular ingredients are those derived from tea, peony, Japanese camellia, and more recently from rice, tofu or sake, ”says Kakuyasu Uchiide.

One of the unusual ingredients is horse oil. “It has been a popular ingredient in nourishing creams for centuries. Horse oil lipids are similar to those of human skin, so the cream will be easily absorbed by the skin, moisturizing and nourishing it. As for hair care, they prefer natural oils, for example, camellia, ”adds Anastasia Mochalina.

“The Japanese do not view the skin as a passive target for cosmetics, but as an active participant in the recovery process, so traditional Japanese skin care does not have ingredients for external masking of signs of aging, such as silicones to instantly fill wrinkles and smooth skin. The most popular combination of natural ingredients with high technologies, the action of which is aimed at awakening the skin's own resources, normalizing metabolism (metabolic processes) in skin cells, protecting the skin from external influences, ”says the expert of the EviDenS de Beaute brand.

Why is this trend of 2018

If we talk about the market in a global sense, then in the last five years it has become so dynamic that one movement replaces another almost once a year. Social media and the Internet have completely changed the consumption pattern. “Today, you can get a review for every product, and the consumer has become so sophisticated that he needs a huge choice, and he is already ready to leave the usual cosmetic brands and try something from new trends, be it k-beaurty, j-beauty or small indie stamps. And most importantly, the “seekers” segment is gaining momentum, which used to be characteristic of a fairly young audience, but today it is expanding every year, ”says Ilona Nikiforova.

According to British research firm Euromonitor, Japan has the highest per capita spending on skin care and cosmetics. The very Japanese philosophy of beauty has a thousand-year history rich in cosmetic innovations. Take, for example, oil refining, which is a relatively new concept for the United States, and has existed in Japan for 50 years.

“The economic problems of Japan in the past have forced Korea to cede the primacy in the beauty industry. A key factor in the popularity of j-beauty is the fact that the consumer began to understand in more detail what he uses on a daily basis and interest in the quality of the formulations began to come to the fore, and the bright and unusual packaging has lost its value, ”says an expert on Japan and representative of the Japonica company.

"With the economic recovery, and ahead of the Tokyo Summer Olympics in 2020, Japan could once again become the world's beauty center," said Uchide Kakuyasu.

“The Japanese invest very honestly in their products, especially brands that have a certain authority in the market. The j-beauty trend is gaining popularity, despite the complexity and multi-stage care. In fact, it only seems that it is long and difficult, but you get used to it and the whole ritual takes only five minutes in the morning and 10 minutes in the evening. And the result we get the very next day exceeds all expectations, ”says Elena Polyakova.

“Japan is not chasing fashion trends, but is setting its own rules. Therefore, it is very natural that it was j-beauty that became the big trend in 2018. Women are tired of extended eyelashes and hair, enlarged lips, drawn on a stencil of eyebrows. Finally, most women realized that excessive use of injections does not make them younger, but destroys the harmony of facial features, but harmony is beauty, ”adds the expert EviDenS de Beaute.

Roxana Kiseleva

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

We help you figure it out without getting lost in the variety of cosmetic novelties, and talk about five areas that are likely to be relevant this year.

Cosmetics in an unusual form factor

After the massive cushioning of all luxury beauty brands, they allowed themselves to be a little eccentric and by the spring they presented completely outlandish products that you want to immediately buy, at least for the collection. But do not rush to this - the highlighter La Rose a Poudrer Lancôme, which broke the Internet, turned out to be covered with a shiny powder of a plastic flower. Givenchy highlighter jelly did not bring any special joy to its customers, except for the delight of tactile sensations, and the Clarins 'pen' leads, causing a fit of nostalgia, are too thick and not very convenient to draw with.

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

For this reason, one cannot expect a lot of excitement in the near future, but brands have already revived and are rethinking the concept to be more understandable and simpler. Now to mix the perfect foundation using liquid bronzer and highlighter, Lumene will suggest you.

The Body Shop has launched a range of lightening and darkening drops to change the shade of your foundation, and Clinique has already surpassed 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 solo seems reckless to many.

Holographic highlighters

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

One of the trendsetters was the American brand Milk, having released the Holographic stick, which was almost unique at that time in the summer of last year. And already on New Year's Eve, Kat Von D launched the Alchemist multifunctional holographic palette, and America literally went crazy over it.

While the palettes are still sold out both on the official website and in the Sephora online store, take a look at other new items on the same topic: Becca has an interesting primer, and Stila has three nice Heaven's Hue powder highlighters.

Well, we are looking forward with particular excitement to new shades of portholes from the masters of cosmetic mixology Cover FX. Most of all, of course, we are waiting for the holographic Halo: according to the swatches, no cosmetic product conveyed the color of the sky at sunset as accurately as Halo does.

Cosmetics for metamorphosis

Another option for customizing decorative cosmetics is transforming products. One of the most interesting cosmetic novelties of this spring is the top coatings for lips and nails from Chanel in the Code Spring collection. And although Chanel is no longer exactly the trendsetters in the cosmetic world (even their cushion is launched later than everyone else - only this summer), the idea with a darkening varnish seems even intriguing, if you forget about Dior's Rock Coat five years ago.

From the released last year - four shades of Be Legendary lipstick from Smashbox, which can be used, among other things, to change the shades of other lipsticks: to make the color warmer, colder, lighter or darker.
In perfumery, everything is also captured: layering (from English layering - "layering". - Approx. ed.) - not a secret technique, distributed exclusively among the perfumery dressing rooms of film stars, but a trend that has gone into the crowd with the spread of Jo Malone boutiques around the world.

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

In general, while all this seems to be another marketing ploy, behind which there is little, but there is a good chance that the topic will be picked up and continued by other brands, so it's definitely worth following the development of events.

The state of the beauty industry services market

Salon business is a new type of activity that is at the development stage. That is why there is practically no literature on this business yet. Consequently, we took information on the state of the salons today from various Internet sites (www.newsalon.ru, www.intercharm.ru, www.girlsclub.ru), which 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 the explanatory dictionaries of the Russian language [Popular Art Encyclopedia 1986, Explanatory Dictionary of the Living Great Russian Language V.I. , Russian Encyclopedic Dictionary 2006, Encyclopedic Dictionary of Brockhaus and Efron 2006, etc.]. The meaning of the word "salon" boils down to three meanings: 1) living room, reception room, 2) literary-artistic or political circle of selected persons gathering in a private house, 3) art store. That is, we can say that the salon is, first of all, a beautifully decorated room where people meet. "Beauty" is defined as something beautiful, perfect. By combining these two concepts, literally a beauty salon can be defined as a place where people meet beauty.

Based on the 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.

Nowadays, a beauty salon is both a business and a place of recreation, and a comprehensive means of caring for one's appearance, and medical care for the body.

The structure of the salon business has changed significantly recently. The salons are increasing in size. There are more and more types of services, including medical ones, that allow not only to tidy up the appearance, but also to radically fight against the main problems of clients - aging of the skin, age-related changes in the figure, hair loss, cellulite and even fatigue and stress. So, 5-10 years ago, beauty salons offered mainly hairdressing services, manicure, pedicure and some light manipulations with the face. Today the market is replete with new proposals: all kinds of cosmetology procedures aimed at rejuvenating the face and shaping the figure.

The growth in the number of beauty salons is facilitated by the fact that it has become indecent in society to appear untidy and unkempt. Up to a quarter of today's clients of the salons are previously unaccustomed visitors - men, puzzled by the struggle with hair loss, "beer belly" and chronic fatigue. Young people also reached out to the salons, striving to tidy up the problem skin of transitional age. Clients came to understand that home care cannot be compared to salon procedures in terms of effectiveness, moreover, the salon saves time, energy 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 market (in Novosibirsk, Krasnoyarsk and Omsk no more than 5-6 salons open a year, while in Moscow 2-3 weekly), the Siberian the market has much more prospects, since the competition is much less than in capital cities. The capital's beauty market, in contrast to the inactive Siberian one, is in the stage of intensive growth. In addition to the increase in the number of beauty industry establishments, one more tendency can be traced there - specialization in a priority area: SPA, nail studios, image -, visage - salons.

Specialization is rare on the Siberian market. The main reason is unformed consumer demand, the lack of a culture of visiting highly specialized establishments. So far, it is still more profitable to provide complex services here.

According to the website www.intercharm.net, the capital market is filled with networks. The largest - "Persona", "Mysin Studio", "Aida", "Alexander Todchuk Studio" - include from 5 to 15 salons. Experts believe that the network beauty business in Moscow will only progress in the near future. The main argument in favor of its development is cost savings due to the fact that the brand is already known and there is an opportunity to duplicate debugged technologies. In Siberia, the salon business does not have a pronounced network orientation. Even if individual salons are owned by the same person, they have a different format and style.

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 extension. There is now a shift towards more technological services.

After analyzing the materials of the website www.girlsclub.ru, we can conclude that it is the rejuvenation procedures that cause high demand, since with age, the condition of the skin is valued more and more. The consumers of this service - mostly wealthy women - are willing to pay for procedures that have a lasting effect. At the same time, a culture of preventive cosmetic care has not been formed in Siberia. Siberian women are beginning to pay more and more attention to relaxation procedures. The world of a modern business woman is a world of constant stress. It is natural that SPA procedures are becoming fashionable - effective methods of relieving stress.

On the website www.newsalon.ru, the owners of Siberian beauty salons state that there is no competition in this market with its sparseness and low demand. When choosing a salon, most clients are guided by territorial proximity. Another important factor is the personality of the master. If the client is satisfied with the level of his professionalism, then when the foreman changes his place of work, about 20% of clients will leave with him. When a new salon is opened, the wizard ensures its loading, bringing the accumulated client base. The reputation and brand of the salon are paid attention only in the elite segment: a visit to a prestigious establishment once again confirms a high position on the social ladder.

But still, there are 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 the salon provides services, the higher the qualifications of the employees, as well as the level of service, the higher the category gets the beauty salon, and, accordingly, the higher prices it assigns for services. Moreover, the requirements are imposed on both the external appearance of the room and the interior. And the level of service is also determined by such parameters as air conditioning, the presence of a customer card, drinks. A good beauty salon is not an institution specialized in any direction, but a place where all types of services provided are correctly combined: image, medical, relaxation services.

1 selected

Are you sure you want to work in the field of beauty, but don't know which profession to choose? Don't think that there are only applied specialties in the beauty industry, like a hairdresser, stylist or makeup artist. This industry is huge, and you can certainly apply any of your skills here, for example, an economist, a marketer and, of course, a writer.

Beauty blogger

If you have something to say about cosmetics, how to use it and the correct selection of products, you love and know how to write interesting texts and select design for them, are ready to communicate with readers day and night, go for it. The prospects are the broadest. You can write for various beauty magazines, write columns, give lectures ... Just remember that blogging is the same job as any other, and you have to spend time, energy and imagination on it. The dream of working half an hour a day with the left heel will definitely not come true here. Popular beauty bloggers assure that passion is important in their profession: for cosmetics, for the industry, for journalism, otherwise nothing will work out, and you will quickly get bored, since at first the efforts invested in the blog hardly pay off.

Cosmetic stylist

All these wonderful jars and beautiful bottles, which delight our eyes and cheer up no worse than their contents, will not appear out of nowhere. The stylist or designer is called upon to come up with the shape, color and design of cosmetic products. And here it is important not only to express the wishes of the client and his vision of the situation, but also to take into account a lot of the smallest details, such as ease of use, safety of the product inside, etc. After creation, testing takes place, and then a photo session, which should present the product in the best possible way, and this is also a task for the stylist.

Brand scent creator

The most powerful emotional association in humans is through the sense of smell. This is also taken into account by the creators of cosmetics. They hire a special person to develop the scent. This scent will meet customers in the brand's boutique, hotel lobby, fashion shows, parties and other places and events associated with a particular brand. Smell includes a range of emotional reactions that lead to positive or negative perception of what is happening. And the task of such a perfumer is to find or create a fragrance that evokes positive associations with those concepts that are required by the customer. Sprayers, aroma candles, all kinds of secret flavors are used. Often, a subtle scent comes even from the stationery and promotional items of the brand.

This profession is multifaceted. It is associated with close work with people: a lot of meetings with clients, field visits, but there is also a research part, where you have to study the psychology of smell perception and work with new ingredients.

Beauty illustrator

Today, the profession of fashion and beauty illustrators is gaining more and more popularity. Their task is to draw fashionable images, both in the field of fashion and beauty, to create a face chart, that is, schemes for applying makeup on paper. In advertising, as illustrations for articles and blogs, in the visualization of the new tool, an illustrator will come in handy.

Today in Russia this profession is in the stage of rapid revival. Good illustrators are in demand, and high professionals are starting to create their own training courses, so if you have an art school behind you and would like to develop your skills and connect life with the beauty industry, now there are all the opportunities for this.

Beauty salon or SPA administrator

The receptionist is not just a girl who meets and sees off clients, makes an appointment and accepts payment. This is the person on whom the continuity of the flow of customers and the smooth operation of the entire enterprise depend. The administrator must have a sense of tact and patience to advise clients and, if necessary, relieve their worries or avoid a conflict situation. This specialist must understand all the procedures provided by the salon, be able to correctly present them. The administrator also organizes the internal work schedule of the salon, the work schedule of specialists, is responsible for the purchase of the necessary funds and the timely inspection and repair of equipment.

If you are responsible and patient, know how to multitask and are ready to understand the very intricacies of the salon, try yourself as an administrator.

There are a hundred professions in the beauty industry, and everyone who wants to connect their lives with this industry will definitely find a place for themselves, which can be both in the sales department and in the research sector, both among journalists and copywriters, and managers, economists and lawyers.

Who do you see yourself in the beauty industry?

A profession in the beauty industry and the ability to fill the world with beauty is a dream job for many. Eyes run wild - so many opportunities to learn new things in this direction! Who to become in the beauty industry? What skill to master in order to be able to embody your talents, not to experience difficulties in recruiting a client base and receive decent rewards?

Researching recruiting agencies?

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

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

Pros and cons of different professions?

Pros of standard beauty professions:

The services are known and understood by everyone;
Lack of a pronounced seasonality: girls need spectacular hairstyles and makeup for international holidays (new year, women's day), and for personal (birthdays, weddings), which can be on any day of the year; manicure and haircuts are a daily necessity;
The opportunity to get a job in any beauty salon;
Stability of the list of services: there are rarely new procedures that will need to be specially trained.

Disadvantages:
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 obsolete morally, giving way to more relevant and effective methods that provide the best solutions to a wide range of problems.

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

Minuses:
The high cost of courses (offset by unlimited opportunities for development in the profession and a guaranteed large income.
There are few vacancies in the salons. An eyebrow artist or a lashmaker is not needed in every multidisciplinary salon, where these duties are attributed 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 hyperopia and back problems.

One conclusion suggests itself. Need to seize the moment?

The look design is experiencing a unique moment when favorable factors are combined to start their career as a master:
Colossal demand for eyelash extension services, eyebrow correction and shaping;
A small number of experienced practicing masters in this field;
A wide range of techniques owned by less than 20% of practicing masters.

We are talking about eyelash and eyebrow lamination, trading, microblading. These techniques are an innovation for Russia, the approval fame of which has already spread among customers.

Everybody knows the procedures, and there are not enough experienced masters. Can you be the best of the first?
The cost of the service is low, while the price that customers are willing to pay is much higher.
The training developed by our studio allows you to get the maximum of useful information and the possibility of 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 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 the eyebrows, make them thicker, like those of top models. Permanent make-up is not relevant, wide and natural eyebrows are fashionable. Such an extension does not differ at all in color from the client's eyebrows and will last at least 3 weeks.

Another manipulation with the eyes, which will turn your look into a doll's look for two months, will free you from the tedious daily staining with mascara and make-up remover. In the process, the eyelashes are covered with keratin, then castor oil. Then they are dyed and curled. The result is beautifully curved and voluminous dense lashes with well-colored ends.

False bangs appeared in fashion. The hairdresser takes the blanks-strands and "collects" a bang from them, suitable for the client. Attached to the native hair, it looks completely natural.

A very good volume of hair from the roots can be obtained after the procedure with cysteamine. The effect is observed for more than three months, and the hair even looks cleaner and more well-groomed, since the reagent of natural origin normalizes the exchange of sebum. The composition used for biowaving is able to fix the styling for six months in any style: strict curls or careless "wet" strands.

It is possible to smooth and lighten the skin, eliminating the effects of acne, using a photodynamic apparatus. It will erase scars and ease inflammation. Also, the laser will rejuvenate and give the skin the freshness and radiance of youth. After the procedure, you can immediately appear in public, because the skin is absolutely not injured.

There is an amazing technique - thermage. This lifting, acting on body tissues with heat radio waves, increases the density of collagen, “dissolves” fatty accumulations, tightening the skin without leaving flabbiness or folds. Thermage improves the appearance and condition of the skin for at least 15 years in just one session. This procedure is used for both the face and body. She has proven herself very well in the armpits and the inner surface of the arms. After one visit, you can safely wear open dresses. You can pump muscles in the training room for months, but the effect of thermage will surpass these achievements in a matter of minutes. Also, many women will benefit from thermage over the knees and on the abdomen, where adipose tissue usually accumulates. The procedures are very expensive, but worth it. And forget about the gym and massage table!

When the face is aging, it is not necessary to immediately resort to plastic correction. A wide variety of botox injections, threads that tighten the "blurred oval, eliminate nasolabial folds and double chin." For the next three years, the look of natural youth and beauty will be preserved.

Nowadays even in pedicure they use innovations: the skin of the feet is treated with a special solution, and not polished. Such care allows the feet to keep the skin soft and clean for two months without using pedicure equipment or sitting in the often uncomfortable pedicure chair.

Beauty sphere.

Some women will snort indignantly, they say, 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 do not understand the flow of unfamiliar words that the consultant is pouring in front of you? Why waste time thinking and doubting, do you really need the latest cosmetological procedure offered by the administrator of a beauty studio, and you don't even understand its essence and true purpose?

In addition, it is better to go to shops and beauty salons savvy in order to minimize the risk that the staff will impose on you unnecessary and unnecessary under the guise of fashionable novelties.

Yes, and your favorite bloggers are more pleasant to listen to, and popular ladies' publications are more pleasant to read if you are in the subject and understand what is at stake.

New terms are emerging in many areas of beauty. But the main "legislators" of new fashion trends are cosmetology and the art of make-up.

What are the beauty courses. Beauty Master (basic course)

The most profitable treatments in the beauty industry. The most popular beauty treatments in a beauty salon

1. Modeling masks with a lifting effect - a procedure to reduce laxity and swelling of the facial muscles. Lifting masks help to strengthen the skin, with the creation of a clear face shape and shape. This procedure is carried out by applying a mask to the face. During the procedure, the mask hardens and will tighten the skin. Masks differ in type (they can be film, gel, etc.), but also in type (nutritious, collagen, anti-inflammatory, etc.).
2. Vacuum is a facial massage procedure, toning the muscles of the face, with the activation of the lymphatic and blood vessels. First, the face is cleansed, then the face is massaged in the usual way, then massage with vacuum attachments. The procedure provides a beneficial and pleasant effect.
3. Botox is a procedure that helps to smooth the face and eliminate wrinkles. For this, special subcutaneous injections are performed. Corrections are needed. These procedures of beauty salons are practically painless.
4. Photo procedures for the face - the procedure promotes rejuvenation, allowing you to remove unwanted hair. To perform this procedure, special equipment is used that generates a special pulsed luminous flux. This treatment is painless.
5. Cryotherapy is the most popular among modern beauty treatments. It is aimed at improving blood circulation, improving metabolic processes, skin defense 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 is cooled. The procedure is painless and safe.

The beauty market is actively growing and developing. Accordingly, it becomes more and more difficult for a young specialist who starts his own path in the field of the beauty industry to open his own business and become a sought-after master or a successful owner of a manicure studio (beauty salon). Nevertheless, 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 succeed in a career as a stylist, beautician, manicure-pedicure master or any other beauty specialist? First of all, find your own niche. Today in St. Petersburg there is a large number of various educational institutions and courses. Among them, you can find both short-term educational mini-programs (for example, training in eyebrow shaping or manicure-pedicure courses), and full-fledged training courses for cosmetologists, masseurs, 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 medical education. So, holders of diplomas in secondary medical education (nurses, obstetricians, paramedics) can master courses in nursing in cosmetology or take 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 a wide range of study programs. In particular, this includes courses for cosmetologists without medical education (the so-called basic cosmetology course, which is suitable for future aesthetic cosmetologists), training in various depilation techniques, piercing, eyebrow modeling, stone therapy and many other popular specializations of the beauty industry.

Young specialists are also increasingly interested in various massage courses - cosmetic, anti-cellulite, can-vacuum, reflex massage. We draw your attention to the fact that almost all such programs are designed both for practicing specialists and for 100% of beginners planning a career in the industry.

Numerous methods and techniques of hardware cosmetology also open up practically unlimited possibilities for novice masters. Moreover, most of these programs include a general introduction to the basic principles of hardware cosmetology therapy, which makes them an ideal learning tool for beginners. At the same time, pay attention to the fact that a number of courses are designed for specialists with experience and allow them to improve their qualifications or acquire a new promising job.

My own master

By the way, not only “careerists” who want to be professionally engaged in such activities in the future are actively enrolling in profile courses in the beauty sphere today. More and more students come to cosmetology training centers solely in order to perfectly master the skill of self-care and apply it at home. So, among such listeners, courses of manicure-pedicure, as well as eyebrow correction are in demand (training in so-called braumaking in most cases takes a minimum of time and does not require large expenses).

Masters who have already graduated from basic manicure courses often undergo specialized training in hardware pedicure. The diploma or certificate received at the training center allows you not to be limited 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 masseurs who already have solid experience and an established client base are offered a wide range of retraining programs. Thus, manual cosmetologists working with traditional techniques can master the wisdom of apparatus lymphatic drainage, ultrasonic face cleansing, deep and middle peelings, injection and non-injection mesotherapy.

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

How to choose an educational institution for preparation

When choosing a center for training in the field of beauty, you should pay attention to many points. Looking for a good cosmetology school or massage courses? Feedback from real specialists who have already undergone such training will greatly simplify the task. Do not forget to inquire about the availability of certificates, as well as the teaching staff and technical background.

A sleek well-groomed face, a toned, slim 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 focused on the needs of business women who want to look great and not spend a lot of time on personal care.

Modern beauty industry

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

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

This is such a procedure as kulskalping, 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 face contour, the results of this procedure are preserved for the next five years.

Both procedures can be done even at lunchtime. 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 inherent in nature.

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

Another important element of 4P marketing is price. But before discussing it, decide on the cost of services.

As strange as 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 price of a beauty product that is used in one procedure is mainly determined by the class of the supplier. The cosmetic line you choose should ideally match value for money 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 designed specifically for the field of beauty and health.

Thanks to such software, you can not only control how products are consumed, but also facilitate the daily routine of your subordinates. Using such a system will allow you to significantly reduce costs. In addition, thanks to it, you will not face theft by staff.

There are the following computer programs: Beauty Center, Universe, Sycret Saloon, Small & Smart Business, Salon Iris, Base4beauty, ArchiSport, "My Salon", "Aesthetic Management", "Your Salon", "Atonex Salon", "Malakhiti", "Helix : Beauty Salon "," 1C BIT: Beauty "," Comilfo: Beauty Salon "etc. If you complete this item, you will ensure yourself 10% success.

Only with the help of pricing as a marketing tool can income be generated, unlike others that help predict it. Pricing is an important and flexible part of 4P marketing. You will be able to see the positive results from its use very soon after implementation.

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

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

It is very important to determine if consumers need the service. If only one fifth of the entire service complex is sold steadily, 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 complete this step, your beauty salon will become even more profitable, which translates into an additional 5-10% success.

Beauty industry professions. The most paid beauty professions

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

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

1) Manager of the beauty industry. In Moscow, they are ready to pay 60-90 thousand rubles to a person with a year of work experience. Responsibilities will include monitoring and organizing the work of the studio in the shopping center, fulfilling sales plans, managing employees, developing conditions aimed at achieving results. You will also need to introduce new services and develop the range. A person with managerial skills, charisma and developed communication skills will be suitable for the position. Appropriate experience is required. Knowledge of the market, experience of interacting with VIP clients and goodwill will also come in handy.

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

3) Master of nail service. In St. Petersburg, they promise to pay from 40 thousand rubles for the high-quality execution of all variations of manicure and spa care, decoration of nails. The applicant is expected to know about hand care and professional cosmetics. In addition to basic duties, it will be necessary to maintain cleanliness in the working area, observe sterilization standards. They require more than a year of experience, certificates, portfolio, and a medical record. They promise to provide studio material.

4) Image maker. In the capital, a charismatic expert is promised a salary of 100 to 200 thousand rubles on one of the TV channels. An employee is required under the heading "Fashion". Responsibilities will include shooting and rehearsals, working in the frame, presenting clothes, communicating with the presenter, director and producer. Mandatory requirements are the presence of specialized education, experience, mastery of sales techniques, a 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 and scars has not been ignored either.

Modern cosmetology offers a Q-switch Nd: YAG laser that can remove tattoo pigment in 2-5 treatments, minimizing the possibility of scarring. After the procedure using the Q-switch Nd: YAG laser, the skin becomes clean and healthy, while the pattern (pigment) is completely destroyed: discolored and peeled off, and the surrounding tissues are not touched.

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

Reasons for removing skin tattoos:

1. - Errors of tattoo specialists, as a result of which the drawing is unaesthetic.
2. - Change of taste preferences (tattoos made in youth cease to be liked).
3. - Desire to get rid of the past (psychological component).

Q-switch Nd: YAG - the laser is able to remove several types of tattoos:

Professional (black, colored);

Cosmetic (lip, eyebrow tattoo);

Amateur.

Fashion industry. Modern Fashion-Industry

The fashion industry was born only 100 years ago, but in this short time it managed to form into a many-sided and extensive direction. It is almost impossible to list all of its components, since their number is unimaginably large. A huge number of people, resources, production facilities, etc. are involved in this industry. 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 participates in the creation of a fashionable thing should have only professionals in the staff who are responsible for the quality of the stage performed. Here, even the labels sewn on collectible clothes are made to certain standards!

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

In the modern world, after all, women are most interested in fashion, therefore 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 after all, clothes from the shows of model houses rarely can be worn in everyday life, since they are mainly suitable only for show business and movie 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 shaping of fashion for the mass consumer, including on the cut, colors, materials, shape and accessories.

It has long been proven by experts in this field that in its essence fashion does not change, but simply seasons and generations change. Despite the fact that the fashion trends themselves move in time, figuratively speaking, in a spiral, therefore, the most fashionable and beautiful chips of the 60s, 70s and other years are returning today.