Roxana Kiseleva

If everything is very clear with the beauty trends by the seasons (Christmas collections are almost always a story about gold everywhere, and wine lips 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 directions 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 beneficial for the brands themselves: if the bottle tonal basis we buy twice a year, then the bottle of drops will easily stretch over several years and, in a good scenario, the need to have several cans different shades and the 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 a more understandable and simpler one. 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, and this is already great.

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

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

Well, we are looking forward with special 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 has conveyed the color of the sky at sunset as exactly 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, released by 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 the English layering - "layering". - Approx. ed.)- not a secret technique, distributed exclusively among the perfumery dressing rooms of movie stars, but a trend that has gone into the crowd with the spread of Jo Malone boutiques all over 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 just 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 is definitely worth following the development of events.

Profession in the beauty industry and the ability to fill the world beauty is a dream job for many. Eyes run wild - there are 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 experience difficulties in recruiting a client base and receive decent rewards?

Researching recruiting agencies?

According to the 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.

Flaws:
Big competition;.
The need to buy expensive tools, products, cosmetics at a relatively low cost of services;
The procedures have a purely visual effect and begin to become obsolete morally, yielding to more relevant and effective ways which give best solutions 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 lead - natural beauty and Nude - makeup.

Minuses:
The high cost of courses (offset by unlimited opportunities for development in the profession and guaranteed large income.
There are few vacancies in the salons. An eyebrow master or lashmaker is not needed in every multidisciplinary salon, where these duties are attributed to makeup artists and cosmetologists. A great excuse to start your own business or find a trendy bro - bar in your city.
The profession is not suitable for people with farsightedness 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;
Not a large number of experienced practicing masters in the 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 of which has already spread among customers.

Everybody knows about 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 most useful information and the possibility of practical training in 1-3 days, depending on the studied technique.

Beauty services

Modern technology is not aimed at a temporary effect. 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... 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, full-bodied, 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 native hair, it looks completely natural.

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

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

There is an amazing technique - thermage. This lifting, acting on body tissues with heat radio waves, increases the density of collagen, "dissolves" fatty accumulations, tightening the skin without leaving flabbiness or folds. Thermage improves the appearance and condition of the skin for at least 15 years in just one session. This procedure is used for both the face and body. She has proven herself very well in the armpits and the inner surface of the arms. After one visit, you can safely wear open dresses... You can pump muscles in the training room for months, but the effect of thermage will surpass these achievements in a matter of minutes. Also, many women will benefit from thermage over the knees and on the abdomen, where adipose tissue usually accumulates. The treatments are not cheap but well worth it. And forget about the gym and massage table!

When the face ages, 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 and without 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 wondering if 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 it is more pleasant to listen to your favorite bloggers, and to read popular ladies' publications, 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 the new fashion trends- cosmetology and the art of visage.

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 oval 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 (can be film, gel, etc.), but also in type (nutritious, collagen, anti-inflammatory, etc.).
2. Vacuum - 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 starting 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 achieve success in the career of a stylist, beautician, manicure-pedicure master or any other beauty specialist? First of all, find your own niche. Today in St. Petersburg there are 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 correction 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 a medical education. So, holders of secondary medical education diplomas (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 cosmetologists-aesthetists), training various techniques depilation, body piercing, eyebrow shaping, stone therapy and many other popular specialties 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 newcomers planning a career in the industry.

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

My own master

By the way, not only “careerists” who want to be professionally engaged in such activities in the future are actively enrolling in profile courses in the beauty sphere today. More and more students come to cosmetology training centers solely in order to perfectly master the skill of self-care and apply it at home. So, among such listeners, courses of manicure-pedicure, as well as eyebrow correction are in demand (training 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 hardware pedicure... The diploma or certificate received at the training center allows you not to be limited to "home" manicure and pedicure, but to go to 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's beauty salons.

For those wishing to expand their professional horizons

Cosmetologists and masseurs who already have solid experience and an established client base are offered a wide range of retraining programs. Thus, manual cosmetologists working with traditional techniques can master the wisdom of apparatus lymphatic drainage, ultrasonic face cleansing, deep and middle peelings, injection and non-injection mesotherapy.

Specialists with medical education who have a certificate in the specialty "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 beautician 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 fit, slim figure, healthy hair, lack 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, according to outward appearance a woman, by her hairstyle, the degree of grooming, can be judged on 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.

An excellently developed network of institutes, where modern special procedures are presented on 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 the 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 a single 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 workdays of your subordinates. Using such a system will allow you to significantly reduce costs. In addition, thanks to it, you will not face theft from the 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", "Atoneks Salon", "Malakhiti", "Helix: Beauty Salon" , "1C BIT: Beauty", "Comilfo: Beauty Salon" etc. If you complete this point, 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 be established only 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, and 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 consistently sold, assess whether you are offering it correctly. If the information is presented in full and is comprehensive, then the profitability in in this case lower the rest of the 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 an assortment. A person with management 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) The 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 the 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 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 availability 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 was not ignored either.

Modern cosmetology offers a Q-switch Nd: YAG laser, which is able to remove tattoo pigment in 2-5 procedures, 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 that 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 made by 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 broad direction. It is almost impossible to list all of its components, since their number is unimaginably large. A huge number of people, resources, production facilities, etc. are involved in this industry. Working professions are photographers, fashion designers, models, make-up artists, advertisers, stylists, economists, and, of course, workers in factories, workshops and production facilities. Absolutely every link that participates in the creation of a fashionable thing should only have 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 only creates fashionable clothes but they are greatly mistaken. Indeed, in fact, fashion also includes hats, accessories, shoes and all these goods are offered in wide range... And if collectibles created by famous fashion designers satisfy all the requirements of style and quality, then bags, shoes, as well as jewelry must necessarily correspond to them. For example, it is better to select accessories for the collections of designers from Italy than 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 dressed in Everyday life, since it is mostly only suitable for show business and movie stars.

At the same time, the mass consumer 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 indisputable influence on the creation and formation of fashion for the mass consumer, including the cut, color range, materials, shape and accessories.

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

American analysts argue that a revolution has taken place in the beauty industry, and a new generation buys cosmetics differently from their mothers. Do you agree?
Beth Shapuri, author of Racked.com, has done an impressive analysis of the beauty market and outlined how millennials have made the beauty industry 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 reach? In general, how do you buy cosmetics? And, if you've been buying it for over 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, understand that not every opinion can be trusted and are skeptical.

The beauty industry doesn't just listen to them - it adjusts to them. In 2015, the beauty industry earned $ 46.2 billion, of which $ 13 billion came from cosmetics sales. The largest group of buyers are women between 18 and 34 years old (according to the results of the TABS study). They actively purchase cosmetics (more than 10 items a 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 will not believe until I see and try” new principles follow - what, where and how to buy. The beauty sphere has no choice but to match. Bottom line: it is the generation of millennials who dictate today's format for beauty shopping.

"Seforization" of cosmetic stores

Millennials are not easy want see the product in action - they count it compulsory condition before buying. This is partly due to the decline in online sales of cosmetics (according to TABS) and the parallel rise in sampling services for beauty boxes such as Birchbox. This is also the reason for the success of stores like Sephora or Ulta ( Ulta is a network in the USA, an analogue of Sephora, but more budgetary - ed.): the sea of ​​counters with testers give buyers the opportunity to personally make sure whether it is worth getting a credit card.

Such stands with testers help to 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 the shelves behind the seller's back. Karen Grant, beauty analyst at The NDP Group, calls this phenomenon "seforization." Another bell that the industry is listening to: Nordstrom department store has launched a "conservation service" - make-up lessons and grooming with the possibility of getting free, and Target ( a chain of cheap hypermarkets - approx. ed.) offers monthly themed beauty boxes.

Sephora went even further - and last year opened a TIP concept store in San Francisco - Teach, Ispire, Play ( "Teach, inspire, play" - approx. ed.): an educational center with iPads stuffed with educational information and consultants ready to give a make-up lesson and find care. The company has hinted that it plans to further extend this principle to the rest of the chain's stores.

One of the side effects of youth buying dominance is a decline in sales. anti-aging products Anything where waiting for results takes time loses. The statistics are as follows: perfumes are selling better than care products, and the focus in the care area has shifted towards masks (sales have doubled in the last two years, thanks in part to the trend) and instant concealers.

Variety and spread

Despite the general skeptical anti-globalization sentiment, buyers still choose big brands. TABS analytics showed that the main players in the US make-up market are L'Oréal Paris, Maybelline, CoverGirl, Revlon, Estée Lauder and Clinique. Some well-known brands such as MAC and Urban Decay still have strong positions.

But the belief that one should be faithful to one brand is no longer a dogma. Children of the 2000s vote for the opportunity to choose the best for everyone. “It's like ordering a à la carte lunch instead of an all-inclusive business lunch,” Grant says. "Nowadays, no one can impose their playlist on another."

This means that specialized, niche and indie brands have a good chance of success. According to the NPD report, significant growth was shown by Anastasia Beverly Hills, IT Cosmetics, Too Faced, NARS, Tarte. Will these little Davids manage to create a serious danger for the great Goliaths - time will tell. “Large brands do not necessarily lose some of their customers due to new players in the market,” says 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.

Interest in natural cosmetics... According to a Nielsen study, 53% of buyers find it important that ingredients are "all-natural": in 4 years, the organic sector has shown 24% growth, and mistrust of "chemistry" is increasing.

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

Buyers today have a pretty clear understanding of how much - and for what product - they are willing to pay. “There can be quite a lot of variation between prices. The same girl sometimes buys something quite penny (but still expects quality), and in another case, “pamper herself” and spends $ 30-40 or more, ”says Jetta. Consumers have a fairly harmonious picture of "budget" and "luxury". This plays into the hands of stores like Ulta, where cheap, mid-range and upmarket brands are side by side. “If one of the big budget players - like the Walgreen’s drag store or Target hypermarkets - can form partnerships with big brands like Chanel or Lancome, it will be a real revolution.”

The fate of the sales assistant

Another endangered species has appeared in the Red Book of the beauty sphere (apart from the counters, on which nothing can be tasted): the classic sales assistant. The modern buyer finds out all the necessary information before crossing the threshold of the store.

Yes, we still want to touch and taste the product in the store to make sure we make the right choice. But "Most of the purchases are planned," Grant says. Where does the consumer go for information? First of all, on the Internet. Beauty blogs and YouTube are the first here (social networks - Facebook, Pinterest, Instagram - after them). But the "gold standard" is the recommendation of friends. The lion's share of buyers admitted that they most of all trust the opinion of a friend. It is this factor that works stronger than all others - and is 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 manage to find out the necessary information in advance and familiarize themselves with the reviews, they will not contact the seller. A recent survey found that 58% would rather get their phone out and try on-site review of product reviews than ask a consultant for help.

This self-discovery helps the buyer to relate the manufacturer's promises to reality - and means there is no longer any place for the sales assistant in the process. The consultant was once the keeper of the keys to the gates to the kingdom of beauty and the leading figure in the buying process. Now this is a worker in the wings, to whom they only turn to if you absolutely cannot do without him. An overly persistent consultant can even frighten off the buyer. Perhaps this role shift is one of the reasons why CoverGirl, MAC and Honest Beauty have tried to take the communication process into their own hands and created mobile apps to convey the right information to the buyer without the help of a consultant.

Clarity in product names and brand promises has become extremely important - people now want to know exactly what they will receive. Nielsen says that consumers prefer to see simpler terms (“retinol” or “collagen” is better than “Hexinol® Technology”), as well as an accurate description of the promised effect, such as how long it will take to see the result. For today's consumers, it is important that companies follow their proclaimed values: in our time, transparency is necessary in everything, from the supplier of raw materials to production.

What's next?

Based on the present, we can make a forecast for the future. There will be more and more proposals that rely on the uniqueness of each client - from “make it yourself” palettes to skin and hair care products based on the analysis of the skin and scalp of a particular person. 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 mostly 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 even greater transparency, more thorough scrutiny of the promised results, and, in the end, more effective remedies. As long as millennials rule the world, brands whose products fulfill the promises of marketers and justify the reputation built on social networks will remain on the horse.

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

And in general, can these global trends force brands as a whole to promise us real things, instead of eliminating 186% of wrinkles tomorrow morning?

Per last 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 sleeping 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 industry http://www.kracota.com/projects/club/prodvizhenie_salona/. These include: beauty salons, spas, 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 areas of consumer services, as well as 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 various means for the care of hair, nails, skin 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 involved in the delivery of equipment, cosmetics countrywide.

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

7) Personnel recruitment centers.

8) Agencies involved in the sale and purchase 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 is 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 for the salon business is actively developing. As an example, we can cite 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 a suitable investment 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 minimize all risks. However, most of the franchises presented belong to premium and business classes. These two segments are not only the richest and most expensive, but also the most hopeless. 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:

· "Persona" (franchises: "Persona Lab", "Persona 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 lies 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. Going into any large store that sells 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 helping with various situations that arise for business owners. While their services are expensive, it is much 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 can 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 editions 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 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. 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 theft of personnel. The salon business changes and transforms every year. A few years ago, for the most part, 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 sophisticated services. The salons offer wellness services that offer 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 a 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 have begun 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 pleasant. 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 were hardly affected. The only change that took place during the crisis was a decrease in prices for these procedures. From “overpriced” they turned into “fair”.