beauty industry. What is j-beauty and why is it the main trend of the year. We are saving on all fronts at once

The release of medical cosmetics is gaining momentum. A special segment of the market - medical cosmetics for sensitive skin, which is in increasing demand among consumers of beauty salons. Sensitive skin treatments are becoming increasingly popular and are ready to catch up with the range of services associated with anti-age programs.

There will be fewer brands. So say marketers who monitor the development of the market for cosmetic products in the world. Many companies are reducing the number of brands by grouping large groups of products under one name. This process is also activated due to the ongoing mergers and acquisitions of companies that have traditionally supplied products to the beauty industry market.

Anti-age programs for men are becoming increasingly popular. Manufacturers of cosmetic products Special attention are given to skin care products for men over 35 years of age. Products designed specifically for men, taking into account the characteristics of their skin, bad habits, hormonal status. It is also noted that anti-age programs are rapidly “getting younger”, many procedures are designed for 23-25 ​​year old clients of beauty industry enterprises and are designed to prevent aging. At the same time, physiologists in many countries oppose the desire to talk about old age as a “curable disease”, believing that a person should come to the end of life without artificially instilled complexes about not meeting the standard of eternal youth.

Natural cosmetics - a brand of the second decade of the 21st century. More and more manufacturing companies are offering products that are claimed to be natural. Beauty salons and cosmetology clinics pick up the baton. There is a growing number of salons that adhere to the slogan "naturalness" in the interior, colors of uniforms, menus of phyto-bars, as well as in the name of procedures. A favorable response from the clients of the salon is caused by any actions related to environmental protection - from the use of products that are not tested on animals to the use of consumables that are disposed of without harming the environment.

Philosophy and practice of the spa actively penetrate into the beauty direction. More and more services traditionally associated with beauty are acquiring the prefix spa. At the same time, approaches to the new look of procedures differ. On the one hand, filling the usual beauty procedures is due to "water options", on the other hand, due to relaxing techniques. Both are of great interest to customers.

Comprehensive cosmetology programs - that's the requirement of the day! More and more beauty industry enterprises offer clients not a single service, but a set of procedures connected by the logic of solving an aesthetic problem. It is characteristic that such a complex includes both hardware and manual techniques. A comprehensive cosmetology program helps not only to effectively correct the appearance, but also to demonstrate to the client all the possibilities of the salon, thereby increasing his loyalty.

Beauty salons and cosmetology clinics strengthen diagnostic capabilities. In the coming years, most likely, the conditions for most services in the cosmetology and hairdressing market will include diagnosing a problem using high-tech equipment. The ability to more professionally define the aesthetic problem of the client makes the service more targeted. Salons that have implemented diagnostic services will have a competitive advantage, as they will be able to more effectively motivate consumers.

Techno style in the design of beauty salons is becoming a leader among other design solutions. Experts attribute this both to the saturation of the classrooms with the latest equipment, and to the client's desire to keep up with the times, consuming only those services in which modern scientific ideas are invested.

Hair and scalp treatments are gradually gaining popularity and advances to the base place among the services of hairdressing and beauty salons. The fight against dandruff has ceased to be the responsibility of only shampoos. Hairdressing salons in Europe are actively introducing mesotherapy, physiotherapy techniques and the achievements of endocrinology into their practice.

The struggle between surgical and non-surgical methods of body shaping continues, more and more new devices are entering the market, allowing to solve problems with more gentle methods. Further intrigue will develop between invasive (mesotherapeutic) and non-invasive techniques (ultrasound, radio wave, etc.). In this regard, intensive development of devices for non-invasive mesotherapeutic effects on the body is expected.

In the cosmetology arsenal there are drugs that are used peros. They are made in liquid form and "prescribed" to the client to achieve a cosmetic effect. Among these drugs are placental, vitamin-containing and many others. The trend in the development of cosmetic procedures in the countries of the Asia-Pacific region includes not only hardware and manual effects, but also the ingestion of cosmetic drugs.

The struggle between manufacturers of solariums and firms that produce tanning cosmetics- not news. However, in recent times consumer interest is leaning towards cosmetics. In response, solarium users put forward new motivations for clients - prevention of depression caused by lack of sunlight and natural intake of vitamin D. It remains to be noted that these arguments may lead to the fact that the service of solariums will still be considered as medical.

Cosmetological procedures aimed at caring for the body are being introduced and developed at a faster pace. According to surveys conducted in Europe and America, women, if they have a choice, prefer to have a young body rather than a face. At the same time, the beauty of the body implies not so much ideal forms as the freshness and health of the skin. The most popular are anti-aig and detox programs.

Aging with dignity! This is how the aesthetic task for the elderly population of the developed countries of Europe and America is now formulated. Age is no longer a crime. Another thing is that old age should be beautiful and dignified, this is what the main cosmetic forces are now directed to: not to remove the years, but to make the face and body beautiful and healthy. Well-groomed, fresh, visible signs of health are the main beauty criteria for the elderly.

The development of hardware cosmetology completes an extensive stage, during which it was important to promote a new technology or equipment to the market, to stake out a place without losing an inch to competitors. Increasingly, at medical conferences, topics are considered that sound like this: “Complications with physiotherapeutic methods in cosmetology”, “False advertising of the results of hardware procedures”, “Is it possible to talk about a visible result after one procedure?”. Most specialists in the field of cosmetology agree that none of the existing hardware techniques on the market can be considered a panacea for all aesthetic problems. Therefore, complex methods are being developed that use different types influences: hardware, injection, manual. This process is becoming more and more popular, but there is a problem that no one has yet talked about: how tested are the combined methods, is it necessary to license programs that use different methods, or it is enough that each method is individually approved by the regulatory authorities. The question is not idle - with combined methods, the effect of a simple addition of forces does not work, the results can be unpredictable.

natural hair color. A long-forgotten combination of words... However, we will soon remember about it. Leading hair color manufacturers are launching care products on the market that... color the hair in their natural color! The principle of their action is to restore the natural pigment or its complete imitation. The advantage of new hair dyes is in their gentle chemical composition. The difficulty of promoting the service in the salon is the lack of professionalism among the masters, who will have to retrain in order to understand the new principles of coloring.

Cosmetology services in beauty salons are becoming increasingly time-graded. Express procedures are concentrated on one pole. They are becoming more and more complex in technique, multi-component, give an excellent visible result, but are guaranteed to improve the appearance of the client for no more than a day. At the other extreme, there are long-acting cosmetology programs, on the contrary, these are designed for a cumulative effect, do not promise instant improvement and are recommended by the course and subsequent supporting procedures. It should be noted that regular visitors to beauty parlors are psychologically ready to consume both services.

Cosmetics manufacturers are working on drugs that are ready to solve aesthetic problems together with hardware techniques. These cosmetic products, as the developers assume, will be approved together with the method of hardware exposure and represent a single medical technology in the complex. Some companies producing cosmetic devices for the beauty industry have already announced that in the near future they will bring cosmetic products to the market, the main task of which will be: to enhance the positive effect of intensive / aggressive cosmetic procedures; reduction of adverse reactions of such procedures; protection of the skin from the damaging effects of ultraviolet rays and the external environment in the pre- and post-procedural period.

New discoveries await the beauty industry in the field of cosmetic packaging. The creation of products that contain virtually no preservatives is forcing manufacturers to look for new ways to package and store the product. In addition, there is a search for new ways to combine individual ingredients right before use. So on the market there is a bottle-vacuum mixer for cosmetics, which mixes the ingredients in a vacuum space right before use. It can be assumed that in the near future not so much the composition of the product will be its competitive advantage, but the ability to preserve all the qualities of the ingredients in full until the moment it is applied to the client's skin.

Product Authenticity. Authenticity, full compliance with the declared name, legend, effect - this is what is required from cosmetic product, as well as from procedures with its use, a modern visitor to a beauty salon. This is a sophisticated client who lives by collecting impressions. And the beauty products consumed must fully comply with his ideas about the acquired sensations. He has traveled extensively and already knows the smell of Thai herbs, red vines in the south of France, seaweed from the east of the Atlantic. He knows what he looks like coconut milk and, quite likely, he has already visited an old farm in Italy, where herbal extracts are made according to medieval recipes. A modern client recognizes a fake not by a crooked brand of the product, but by the complex of sensations that he perceives from the procedure. And authenticity will soon become the main competitive advantage of beauty salons.

Beauty for the elite. This slogan today means the creation of a service system for certain groups of people who, by the standards of the last century, had to think about survival, and not about appearance. The 21st century is making adjustments, and the world press is increasingly writing about beauty salons for people with handicapped, about how to maintain the attractiveness of those who have been struggling with a serious illness for many years. Beauty is seen as a way to fight depression and save face - both in direct and in figuratively the words.

Young hair is a booming trend which has both supporters and opponents. Some experts believe that hair is still "dead" cells, others assure that they should also look young and attractive. Anti-aging hair products protect against the adverse effects of the environment, exposure to UV radiation, chemical reagents. Anti-aging products achieve their goal by tightly wrapping each hair, giving it strength, shine and depth of color. Analyzing the novelties of the hair care products market, we can say that it is precisely these consumer qualities that the leading companies in the hair industry are now paying the most attention to.

American analysts say that there has been a revolution in the beauty industry, and the new generation buys cosmetics differently than their mothers. Do you agree?
Beth Shapouri, the author of Racked.com, gave an impressive analysis of the beauty market and gave her point of view on how millennials forced the beauty industry to change course. We have translated it, and we propose to reflect on whether all these changes concern Russia, or have they not reached us yet? And will they ever arrive? In general, how do you buy cosmetics? And, if you have been buying it for more than 10 years, has your approach to beauty shopping changed?

In matters of buying cosmetics, modern youth are suspicious guys. They are tired of exaggerated glossy enthusiasm, they understand that not every opinion can be trusted, and they are skeptical.

The beauty industry does not just listen to them - it adapts to them. In 2015, the beauty industry earned $46.2 billion, $13 billion of which came from cosmetics sales. The largest group of buyers are women from 18 to 34 years old (according to the results of the TABS study). They actively purchase cosmetics (more than 10 items per year) and are not averse to shelling out a decent amount for it: sales in the luxury segment, compared to 2014, increased by 7% (decorative cosmetics - by as much as 13% according to The NDP Group) . Experts believe that Instagram trends are to blame for this: contouring, strobing, baking and color correction make followers line up behind concealers, proofreaders and highlighters. For the same reason, there was a boom in eyebrow shaping products.

From the attitude “I won’t believe until I see and try,” new principles follow - what, where and how to buy. The beauty industry has no choice but to comply. Bottom line: it is the generation of millennials that dictates the current format of beauty shopping.

"Sephorization" of cosmetic stores

Millennials are not just want see the product in action - they consider it compulsory condition before buying. This partly explains the decline in online cosmetics sales (according to TABS) and the parallel rise of beauty box sampling services like Birchbox. The same reason for the success of stores like Sephora or Ulta ( Ulta is a network in the USA, similar to Sephora, but more budgetary - ed.): a sea of ​​counters with testers give customers the opportunity to personally verify whether it is worth getting a credit card.

These tester stands help overcome several barriers of consumer distrust at once - and thanks to them in 2014, sales to regular customers at Ulta grew by 41%, and at Sephora - by 32%. Another plus: shoppers spend more time in these stores.

The message is clear: consumers want to try before they buy. And retailers are listening to this - today, almost everywhere, cosmetics are displayed on stands with testers, and not on shelves behind the back of the seller. The NDP Group's beauty analyst Karen Grant calls this phenomenon "sephorization." Another call that the industry is listening to: Nordstrom department store launched a "concierge service" - makeup lessons and selection of care with the possibility of receiving free, and Target ( network of cheap hypermarkets - approx. ed.) offers monthly themed beauty boxes.

Sephora has gone one step further and last year opened a TIP concept store in San Francisco - Teach, Ispire, Play ( "Educate, inspire, play" - approx. ed.): an educational center with iPads stuffed with educational information and consultants ready to give a make-up lesson and choose care. The company has hinted that it plans to expand this principle to other stores in the chain in the future.

One of side effects consumer dominance of youth - a decline in sales of anti-aging products: everything that takes time to wait for results is a loser. The statistics are as follows: Perfumes are outselling skin care products, and the focus in the skin care industry has shifted to masks (sales have doubled in the past two years, partly thanks to a trend) and instant concealers.

Variety and scatter

Despite the general skeptical anti-globalization sentiment, buyers still choose big brands. TABS analytics showed that in the US market decorative cosmetics the main players are L'Oréal Paris, Maybelline, CoverGirl, Revlon, Estée Lauder and Clinique. And still strong positions are occupied by individual well-known brands like MAC and Urban Decay.

But the belief that one must remain faithful to one brand is no longer a dogma. Children of the 2000s vote for the opportunity to choose the best from everyone. “It's like ordering an à la carte lunch instead of a complex business lunch,” says Grant. “No one can force their playlist on anyone these days.”

This means that specialty, niche and indie brands have a good chance of success. According to the NPD report, Anastasia Beverly Hills, IT Cosmetics, Too Faced, NARS, Tarte showed significant growth. Whether these little Davids manage to create a serious danger for the giant Goliaths, time will tell. “Big brands will not necessarily lose some buyers due to new players in the market,” said Kurt Jetta, CEO of TABS Analytics. It's very simple: lately we have been buying more, in principle, in all sectors and segments, both from newcomers and from the pillars of the industry.

Significantly increased interest in natural cosmetics. According to a Nielsen study, for 53% of buyers it is important that the ingredients are “all natural”: in 4 years, the organic sector has shown a 24% increase, and distrust of “chemicals” is increasing.

Another factor is ethnic: this niche is filled by brands such as black Up cosmetics (cosmetics, the colors of which are specially designed for dark skin) or Miss Jessie's (curly and curly hair products). Experts believe that in the near future, every brand, in order to be considered "mainstream", will have to offer products for all types of hair and skin tones. One of the giants is already in the game: L'Oréal recently opened a "multicultural" division.

Buyers today have a pretty clear idea of ​​how much – and for what medium – they are willing to pay. “There can be quite a decent spread between prices. The same girl sometimes buys something quite cheap (but still expects quality), and in another case she “spoils herself” and spends 30-40 dollars or more, ”says Jetta. Consumers have a fairly coherent picture of "budget" and "luxury." This plays into the hands of stores like Ulta, where cheap, mid-budget, and prestige brands sit side by side. “If any of the big budget players like Walgreen’s drug store or Target hypermarkets can create a partnership with big brands like Chanel or Lancome, it will be a real coup.”

The fate of the sales assistant

In the Red Book of the beauty industry (except for the counters where nothing can be tasted), another endangered species has appeared: the classic sales assistant. The modern buyer finds out all the necessary information before he crosses the threshold of the store.

Yes, we still want to touch and try the product in the store to make sure we choose the right one. But "Most of the shopping is planned," says Grant. Where does the consumer go for information? First of all, the Internet. The first here are beauty blogs and YouTube (social networks - Facebook, Pinterest, Instagram - after them). But the "gold standard" remains the recommendation of friends. The lion's share of buyers admitted that they trust the opinion of a familiar person most of all. It is this factor that works stronger than all the others - and second only to the price factor - it is still in the first place; see this report).

Moreover, modern buyers do not trust the advice of an interested person (consultant) so much that even if they did not have time to find out the necessary information and read the reviews in advance, they will not contact the seller. A recent survey found that 58% would rather take out their phone and try to check reviews on the spot for the right product than ask for a consultant's help.

Such an independent search helps the buyer to correlate the manufacturer's promises with reality - and means that there is no place for the sales assistant in this process. Once the consultant was the keeper of the keys to the gates to the realm of beauty and a leading figure in the buying process. Now this is a worker on the hook, to whom they turn only if it is absolutely impossible to do without him. Too persistent consultant can even frighten off the buyer. Perhaps this shift in roles is one reason why CoverGirl, MAC, and Honest Beauty have tried to take the communication process into their own hands and created mobile apps to get the right information to the buyer without the help of a consultant.

The clarity of wording in product names and brand promises has become extremely important - a person now wants to know exactly what he will receive. Nielsen reports that consumers prefer to see simple and clear terms (“retinol” or “collagen” are better than “Hexinol® Technology”), as well as an accurate description of the promised effect, such as how long it will take to see results. For modern consumers, it is important that companies live up to their declared values: in our time, transparency is needed in everything from the supplier of raw materials to production.

What's next?

Based on the present, we can make predictions for the future. There will be an increasing number of offerings that capitalize on the uniqueness of each client, from do-it-yourself palettes to skin and hair care products based on an analysis of the skin and head of a particular person. There will be growing interest in natural products, rational use of raw materials and transparency of information on the safety of ingredients.

Sephora and Ulta announce the expansion of their chain of stores, online brands (like Credo and Birchbox) open new points of sale - apparently, purchases will still be made for the most part not on the Internet, but in the physical world, where the buyer has the opportunity to touch, play and find out the information you need before buying.

We hope that the result will be more transparency, more scrutiny of the promised results, and ultimately more effective means. As long as the millennials rule the world, brands will remain on horseback, whose products fulfill the promises of marketers and live up to the reputation built on social networks.

What do you think - when in Russia all sales consultants will be fired, all glossy magazines will be closed, and interest in natural cosmetics will finally wake up, which, according to statistics, is still very small? And will it ever happen?

And in general, can these global trends make brands in general promise us real things, instead of destroying 186% of wrinkles tomorrow morning?

1 chose

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

Beauty blogger

If you have something to say about cosmetics, how to use them and the right choice of products, you love and know how to write interesting texts and choose design for them, you 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 a job like any other, and you will have to spend time, effort 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 claim 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, because at first the efforts invested in a blog almost never pay off.

Beauty products 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. A 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 at its best, and this is also a task for the stylist.

Brand scent creator

The most powerful emotional association a person has is through the sense of smell. This is also taken into account by the creators of cosmetics. They hire a special person who develops the smell. This scent will greet customers in the brand's boutique, hotel lobbies, fashion shows, parties and other places and events associated with a particular brand. Smell includes a range of emotional reactions that lead to a 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 the concepts that the customer requires. Sprayers, aroma candles, all kinds of secret fragrances are used. Often, an elusive aroma comes even from the stationery and promotional products of the brand.

This profession is multifaceted. It involves working closely with people: a lot of meetings with clients, field trips, 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 job is to draw fashion images, both in the field of fashion and beauty, creating a face chart, that is, schemes for applying makeup on paper. In advertising, as illustrations for articles and blogs, in the visualization of a new tool, an illustrator is useful.

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

Administrator of a beauty salon or SPA

The administrator is not just a girl who meets and escorts clients, makes an appointment and accepts payment. This is a person on whom the continuity of the flow of customers and the uninterrupted operation of the entire enterprise depends. The administrator must have a sense of tact and patience to advise clients and, if necessary, relieve their worries or prevent them from 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 purchasing the necessary funds and timely checking and repairing equipment.

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

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

Where do you see yourself in the beauty industry?

The state of the beauty industry services market

Salon business is the new kind activity that is under development. That is why there is still practically no literature on this business. Consequently, we took information on the state of 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, Dictionary living Great Russian language V. I. Dal 2004, Great Soviet Encyclopedia 1981, New Dictionary of the Russian Language 2000, Russian Encyclopedic Dictionary 2006, Brockhaus and Efron Encyclopedic Dictionary 2006, etc.]. The meaning of the word "salon" can be reduced to three meanings: 1) a living room, a reception room, 2) a literary and artistic or political circle of elected persons gathering in a private house, 3) an arts and crafts store. That is, we can say that the salon is, first of all, a beautifully cleaned room where people meet. "Beauty" is defined as something beautiful, perfect. Combining these two concepts, literally a beauty salon can be defined as a place where people meet with 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.

Currently, a beauty salon is both a business and a place of rest, and a comprehensive means of caring for the appearance, and health care body.

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

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 salon clients are previously unusual visitors - men puzzled by the fight against hair loss, "beer belly" and chronic fatigue. Young people also reached out to the salons, striving to put in order problematic skin transitional age. Clients have come to realize that home care in terms of efficiency is incomparable with salon procedures, besides, the salon saves time, effort and adds positive emotions from communication.

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

In the Siberian market, specialization is a rarity. main reason-- unformed consumer demand, lack of a culture of visiting highly specialized establishments. So far, it is still more profitable to provide comprehensive services here.

According to the site www.intercharm.net, the metropolitan market is filled with chains. The largest ones - "Persona", "Mysin Studio", "Aida", "Alexander Todchuk Studio" - include from 5 to 15 salons. Experts believe that in the near future, the network beauty business in Moscow will only progress. The main argument in favor of its development is cost savings due to the fact that the brand is already known and it is possible to duplicate well-established technologies. In Siberia, the salon business does not have a pronounced network orientation. Even if individual salons belong to 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, consumer hype has been about simple procedures: various cosmetic masks, peelings, nail extension. Now there is a shift towards more technological services.

After analyzing the materials of the site www.girlsclub.ru, we can conclude that it is the rejuvenation procedures that are in high demand, since with age the skin condition is valued more and more. The users of this service are mainly wealthy women- are willing to pay for procedures that give a long-term effect. At the same time, a culture of preventive measures has not been formed in Siberia. cosmetic care. 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. Naturally, SPA treatments come into fashion - effective methods stress relief.

On the site www.newsalon.ru, the owners of Siberian beauty salons state that there is no competition in this market, given its sparseness and low demand. When choosing a salon, most customers focus on proximity. Another important factor is the personality of the master. If the level of his professionalism suits the client, then when the foreman changes jobs, about 20% of the clients will leave with him. When opening a new salon, the master 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 institution 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 services the salon provides, the higher the qualifications of the employees, as well as the level of service, the higher the category the beauty salon receives, and, accordingly, the higher the prices it charges for services. Moreover, the requirements are appearance premises, as well as internal. And the level of service is also determined by such parameters as air conditioning, the presence of a client card, drinks. A good beauty salon is not an institution specialized in any direction, but a place where all types of services are correctly combined: image, medical, relaxation services.