Beauty queens:who founded the beauty industryin Moscow

Beauty queens:
who founded the beauty industry
in Moscow

Photo: Victor and Irina Yuliev, MojoImages

Producer: Liza Kolosova

TEXT: tatiana yakimova

PHOTO:
VICTOR AND IRINA YULIEVY, 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) ones can be counted on the fingers of one hand: Lanna Kamilina, Eteri Krikheli, Tatiana Rogachenko. They haven't changed much in 17 years (and haven't pumped their lips). It seems that they remained so in the nineties. But this is only at first glance. Eteri did and does a lot before 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, partying, secular. They never look at you with judgmental eyes. There is something else in common: over the past two years, each has lost its first establishment, about which - more precisely, about which - all Moscow spoke. And nothing, each built a new one. New.

Eteri, how were you received by the "locals" when you turned your laser hair removal salon into a serious clinic?

I came to this direction "out of nowhere", and the clinic was equipped, as they say, in full: we had advanced, most modern and very expensive equipment, and even a "European-style" was done - an unheard-of luxury at that time! Therefore, many believed that such a clinic could be opened only with bandit money. But this is not true. Our investor was a worthy and respected person who had nothing to do with crime.

Was it harder before?

Not more difficult, but worse. Almost everything related to medical activity was greatly simplified - almost anyone could get (and to be honest, even buy) a license. As well as with other documentation - the attitude was rather superficial. Now everything is much more complicated. Licensing, certification, sanitary and epidemiological control requirements, drug control, etc. - it is necessary to collect and provide a whole bunch of documents, and you must comply with very strict 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, could not maintain the proper level, were cut off. And I think that those who do not want or are not able to work in a civilized market will still be eliminated.

Where do you do, for example, a manicure?

One master has already had 20 years. When they brought gel nails to Moscow for the first time, she learned to make them on me. So my first gel nails were 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 bright new products every year! And now we are looking, we are looking. We are actively developing the anti-age industry, integrating complex anti-aging technologies related to health and improving the quality of life. Today it is almost impossible to achieve good aesthetic results without them.

What has lost its relevance?

You know, now, after 20 years, I understand that we have fundamentally 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, the 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 of a young face, restoring the former volume and relief, and without incisions, through minimal punctures. We have forgotten what it is like to inject hyaluron into the nasolabial folds or to do mesotherapy. Contouring is really becoming 3D today! Instead of mesotherapy, we have biorevitalization, drugs with peptide complexes and enriched plasma. Liposuction has progressed incredibly far ... And there are many other examples.

What is the most difficult part of being a CEO of a clinic?

Maintain balance. This applies to absolutely all areas of work. With regard to employees, it is necessary to create a comfortable, favorable atmosphere in the team so that people are pleased to work, but at the same time build relationships in such a way that the staff, as they say, does not relax. Further, for example, with regard to patients - on the one hand, a personal, individual approach is very important, on the other - in no case should you be led by the patient. It is the same with competitors - we are undoubtedly from different camps, and the spirit of rivalry is always present, but at the same time we are friends and communicate well, share experience, exchange opinions. In my opinion, it is this fine line, this balance that a good leader should be able to maintain. It is 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 think about. You should have seen my huge server room! In general, plastic surgery cannot and should not be cheaper than a dress at TSUM. And by the way, we are not the most expensive in this city.

Do the patients' children go to you?

Already granddaughters!

Did you have problems with business partners? Didn't it reach the courts?

Not. Mutual and non-reciprocal claims have not yet been made. This is easy to explain - we always choose where it is reliable, not where it is cheaper. We recruit specialists to the clinic according to the same principle. You remember, in the 2000s there were a lot of visiting guest performers: Botox in packs, liposuction in stacks ... Some kind of conveyor. I have never contacted such people.

What annoys you about those who offer similar services?

When a salon takes over the functions of a clinic. The clinic includes certified doctors, certified devices, medicines, shoe covers. You have to grow up to all this. I am jarred when a doctor is called a master, and a clinic is called a salon. When a doctor who just graduated from her residency just yesterday opened her clinic where she is both the doctor and the owner. Personally, I hate being called the 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, a real achievement.

What did you not have 20 years ago from what you have now?

Honestly - self-confidence. Because of this, I missed a lot. When others, without my experience and education, boldly opened clinics and promoted them, I doubted my own abilities. They took a lot unceremoniously, 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, I had already purchased the equipment - and suddenly the owners of the premises on Serafimovich said 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 am hiding now - in anticipation of the jump.

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

Lanna still lives in a world where everything is fine. 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 made out everything - from the school charter to letters and wall newspapers. Can give a calligraphy lesson today. In the nineties, Lanna lived and worked in Paris - in the creative group Dessange - as a stylist, hairdresser and new ideas developer. Once a week I dined with Monsieur Dessange himself. They were credited with a novel, but Lanna replied 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 like him with her irrepressible ambition.

Do you enjoy teaching?

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

You have been successfully conducting trainings for companies that are not related to beauty for a long time ...

Well, everything beautiful has to do with beauty. Yes, I am. 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.

By the way, about the students - I remember that you were an excellent student at school, you still studied rhythmic gymnastics, plus 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 champion of the USSR in hairdressing. Imagine: she even worked in the laboratory for the creation and technology of haircuts of the USSR Ministry of Consumer Services! And me, a girl, was taken by adults! And then there was Dessange - first in Moscow, then in Paris. But the best women were waiting for me at home. So I came back, opened my salon, my place of power.

When did you realize that Lanna Kamilina was a success?

When several clients on the same day said: "We don't care which master to sign up for, you all are the best."

Who's the best cuts you?

Anyone, too. More precisely - who dares.

Do you often rest?

Seldom. And you know what? When I pause, I always have ideas that take even longer to implement!

Are you an angry boss?

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

No, no and NO. My sons love what I do and willingly let me go. Before their birth, my every evening was scheduled: presentation-gallery-oysters ... But now it is social life that suffers. I even miss what is important for self-promotion. I can only go somewhere in support.

So time is the greatest luxury for you?

Yes. Therefore, my employees can easily do the world's fastest manicure and style their hair at the same time.

What has changed globally in the industry now?

Mmm ... Can I tell you that it hasn't changed? The level of luxury in relation to anything that is not luxury.

Do you follow the 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.

Thinking about old age?

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

Did you have a lot of problems with your business?

I don't like the word problem. There are tests and tests of time.

What about kickbacks?

Yes, it has always been. You pay tribute to someone. "You pay for the music." It's like part of the game. Part of the success, more precisely, the payment for success ... Who and how much is constantly changing. But I noticed that very often these people, to whom you pay, then become my clients, 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?

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

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How can you leave beautifully?

Send me flowers and a box of champagne!

Is it easy for you nowadays?

Yes and no. Now there is a lot of excess. Everything is oversaturated: cosmetic bags, wardrobes. In this case, the haircut can be, as they say, cheap, a la. Not individual. It is not right! If there is a choice, it is better to have few clothes, but the hairstyle is 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. Investing heavily in looks is 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 invade his nervous system. There are people with whom you need to wear a mask. And there are those with whom I am on a par. And this, believe me, is not a matter of solvency, but of more subtle matters ... And it seems to me that I have the largest number of difficult clients. They come from places where they have already tortured everyone! But I know how to handle them. I know how to be silent. The power of my silence clears the space. In general, one of the most important arts is in adjustments, but in a suite you cannot adjust to the client, because most of them come to us to rise to a new level. And we are giving this new level.

Have you ever dropped your hands? So we parted with a business partner, gave up our first, "prayed" salon near the Tretyakov Gallery ...

So what? Hands never drop, even in the most difficult trials. There is simply no time to stop and cry. Something collapses - and there are already new ideas in my head. It's easier to live this way. In general, any partnership is growth and expansion, and you take it and you give it back. And when they just take it and everything is not enough ... It is necessary to cut it off. Mercilessly! Like hair.

In 2006, the author of this material, along with several Russian journalists, met with Frederic Malem 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 Tatiana?" Only insiders knew about the connection between Tatyana, the general director of Hermitage, the largest distributor of luxury goods, including the best cosmetics and perfumery at that time, with Malik, its owner. Oh, what love was! For her sake, Rogachenko left her first husband - handsome Jean-Noel Lemon, who starred in a couple of films in the role of 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 do not know the reasons, but it is certainly serious. "Tatiana seems like an iron lady, but in fact she is, how should I put it ... fragile." “But Malik is also fragile! - Mal's unexpectedly emotional response. - I like them - both. Like a couple. Excellent businessmen and at the same time sensitive people. There are very few of them, and the most pleasant thing 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 left over from the Soviet past are living out their days. The larger the city, the more salons will be located not only in the center, but also in residential areas. Despite the abundance of salons providing various services, there is still no such body in Russia that would keep an accurate record of the number of salons involved in the "beautiful" business http://www.kracota.com/projects/club/prodvizhenie_salona/ These include: beauty salons, spa salons, massage parlors, nail studios, cosmetology clinics, tanning studios and other types of beauty treatments. The exact number of beauty salons is unknown. However, there are many different authorities and inspections that monitor the salons. In particular, this is ROSPOTREBNADZOR, which controls many spheres of consumer services, and also ROSZDRAVNADZOR, which controls everything related to medical services. The listed services are "basic", but there are others http://www.fabrikabiz.ru/salon/0.php. They are responsible for fire safety, taxes and so on. The question of “can the salon business be considered a separate industry?” Cannot be answered unequivocally. From the legal point of view, such an industry does not exist. But no one will argue with the fact that the salon business provides jobs and forms part of the budget with the help of taxes. Several million customers are served throughout the country every day. First of all, the existence of the salon industry is recognized by the owners and employees of this service sector. These include: hairdressers, makeup artists, stylists, beauticians, nail designers 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. As a rule, these are:

1) Suppliers and manufacturers of various hair, nail, skin care products and more. 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 the repair and arrangement of premises for salon activities.

5) Transport and logistics companies delivering equipment, cosmetics throughout the country.

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

7) Personnel recruitment centers.

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 an agency department that has qualified specialists in this area.

9) Firms providing audit and legal services.

10) Professional and specialized publications. These include both "gloss" 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 engaged in the development of software and programs for salons.

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

An interesting fact of the development of the salon business is the number of investors who want to invest in the salon business. Therefore, the secondary market of salon business is actively developing. An example is Moscow, where there are a large number of firms engaged in the sale of ready-made businesses. These firms have databases of hundreds of investors waiting for the right option to invest in the salon business. In addition, there are special franchise programs through which the leading beauty salons offer entrepreneurs wishing to start a salon business. The standard "package" usually includes http://www.homearchive.ru/business/hom0021.html all the 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 richest and most expensive, but also the most unpromising. There is practically no further growth in them. Therefore, the demand among entrepreneurs is extremely small. Franchises are provided by such leading companies as http://www.business-magazine.ru/ideas/franchising/pub279119:

· "Person" (franchises: "Person Lab", "Person Family");

· "Aida";

Aldo Coppola;

Jean-Claude Biguine;

· "Mysin Studio";

· Dessange (franchises: "Dessange", "Camille Albane", "Frederic Moreno");

Franck Provost

· "Alessandro";

· "Inochi";

· "Constellation".

Despite the many organizations that help entrepreneurs and investors to open more and more beauty salons, there is a certain risk, which consists in the ruin and closure of the salon. Any sane person understands that in order for a business in any area to start generating income for them, you need to effectively manage. For this there is the so-called information support of the salon business. Having entered any large store selling books, you can easily find special literature, which describes in detail the technology of opening a beauty salon. In addition, every month new editions of books are published on effective salon marketing and management. However, books usually describe someone else's experience or a theoretical course that has minimal relevance to reality. In this case, entrepreneurs start looking for a place to “practice and practice”. For this, there are at least http://www.gonka.ru/art/raskrutka_salona_krasoty.htm several dozen business schools, where businessmen are taught all the secrets of the salon business. As a rule, the cost of such courses, the duration of which is 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 "loners". This is usually the name for people who work for themselves and have experience in the salon business. They specialize in assisting in various situations that arise for business owners. While their services are expensive, it is far more beneficial than fixing preventable bugs.

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

Genuine interest in the beauty industry is confirmed by the owners of print and online publications http://www.salon-krasoty.ru/bisness/reklame/pravila/reklama-salona-krasoty/prodvizhenie-uslug-salonov-krasoty, which are gradually increasing their circulation, and also monitor the statistics of site visits and search queries. They note that several tens of thousands of people visit their sites every year. The most popular participants in the development of the salon industry are such cities as Moscow, St. Petersburg, Yekaterinburg, Rostov, Kazan and further, in decreasing order, practically all regions of Russia. The competition in these cities is increasing from year to year. Such a boom in the development of the beauty industry, which came to us from the West with a 20-year delay, is more like fashion. If earlier it was considered a typical female business, now men are also actively involved in it.

This is primarily due to the fact that the margin of the salon is about 30-35%. Financial risks can be minimized by using competent management and the latest technologies to minimize costs and staff theft. The salon business changes and transforms every year. A few years ago, most of it was a place where banal hairdressing services were performed, as well as manicure and pedicure. In just a few years, salons have switched to "more" medical and complex services. The salons offer wellness services offering treatments that help stop the causes of skin aging and imperfections.

Beauty salons compete not only 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. Given 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 and needs are gradually increasing. In this regard, people try to look younger and can afford skin rejuvenation, body shaping and much more. The idea that it is indecent to appear in society unkempt and aging over the years has become firmly in vogue. This sometimes interferes with one's career and image. Unsurprisingly, about one quarter of salon visitors are men. If earlier there was nothing better than home procedures and grandmother's recipes, now people began to understand that the salon is no worse than homemade masks. In the salon, people get positive emotions and save their time and stay young longer.

Speaking of the salon business, it is impossible not to mention the crisis, which has undoubtedly affected all areas. The main reason for the closure of most of the salons was the increased requirements of customers. Customers began to spend money wisely and demand more comfort from the salons for less money. Those salons that managed to quickly "rebuild" survived the crisis http://www.goodgoods.ru/pages/content/1237813135.html. They suffered, but not fatally. Most of all, this affected services that are luxury and make our life easy and enjoyable. These services include spa treatments and manual body treatments. Simple and everyday services such as haircuts, dyeing, manicure, pedicure, eyebrow shaping, depilation, botox, hair treatment have hardly been affected. The only change that took place during the crisis was a decrease in prices for these procedures. From “overpriced” they turned into “fair”.

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. 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" 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 rest, and a comprehensive means of beauty care, and medical assistance to 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 cosmetic 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 have come 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 an increase in the number of beauty industry establishments, there is another trend that is 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, the excitement among consumers was caused by relatively simple procedures: various cosmetic masks, peels, 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.

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 with heat radio waves on body tissues, 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 whether you really need the latest cosmetology 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 (cosmetic 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. However, 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 training centers of cosmetology 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 by 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 median peelings, injection and non-injection mesotherapy.

Specialists with medical education who have a certificate in the specialty "dermatovenereology" can undergo retraining at the USO courses and receive the certificate of a practicing cosmetologist-dermatologist of a new type required by the 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. The working professions are photographers, fashion designers, models, make-up artists, advertisers, stylists, economists, and, of course, workers in factories, workshops and industries. 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 the cut, colors, materials, uniforms 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.

Roxana Kiseleva

If everything is very clear with beauty trends by seasons (Christmas collections are almost always a story about gold everywhere, and wine lips have been 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 particular 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, which released last summer the Holographic stick, which was almost unique at that time. 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 amusing primer, and Stila has a trio of nice powdery Heaven's Hue 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.