IN Lately being healthy, looking good has become fashionable and important for creating the image of a successful person. Therefore, beauty salons have become integral part urban infrastructure. However, image spending may become the first cost item to be cut by consumers in a crisis.
Element, not subject to crisis
Until the last moment, the beauty industry could boast of impressive progress in development. According to the marketing agency Webbolt, the global market for professional hairdressing and beauty services in 2008 amounted to $150 billion a year, which is comparable to, for example, half the US military budget.
In our country, according to official data from Rosstat, by the beginning of last year, there were about 30,000 registered hairdressers and beauty salons. The annual growth rate of this market was about 30%. At the same time, a trend began to appear towards the formation of network brands, for example, Persona, Monet. However, so far the majority of enterprises in this industry are representatives of small businesses, which are much more difficult to withstand in a developing crisis situation.
And customers are already starting to save money, and beauty salons are feeling a drop in demand, lower revenues and profits. But, despite the fact that this item of expenditure, at first glance, should be the most affected by consumer cutbacks, the experience of many experts who survived the 1998 crisis shows that the predicted market collapse did not occur then. The so-called “lipstick” effect is supporting the industry. According to him, in the difficult times of the recession, many are forced to deny themselves large purchases and spending. However, the need to distract and pamper yourself leads to an increase in the demand for products such as cosmetics, beauty salon services.
Connecting additional measures
But hope for effects, but don't make a mistake yourself. The crisis situation requires revision and optimization of working methods. And first of all, it is necessary to analyze the nature of the change in demand, as well as take a closer look at your clientele. If its core is still made up of a very wealthy public, little affected by the recession, then the salon can feel more free in terms of pricing policy. It may even be advisable to increase the cost of services. But as soon as it became noticeable that most visitors are starting to count money, you need to show loyalty to their problems and try to reduce the numbers in the price list. Thus, although shrinking, but survive the crisis, keep your own, and eventually lure some of the customers from competitors. It makes sense to expand the offer by adding services and products of different price categories to the list.
Also, new services, for example, elements of wellness procedures, SPA, can become an important anti-crisis measure. Indeed, in the past prosperous decade, the dictates of “model standards”, backed up by television and gloss, led to the fact that Russian women en masse were puzzled by tattooing, body shaping, skin rejuvenation, combating the effects of stress and cellulite. By 2008, the growth in demand for tanning salons and beauty parlors led to the fact that each square meter of their area began to bring three times more income than in a classic hairdresser.
According to Oksana Kupina, general director of Charodeyka LLC (hairdressing salon), among the visitors there were also previously unusual men, puzzled by the fight against hair loss, overweight and chronic fatigue syndrome. “I would not say that there are as many of them as they sometimes write in glossy magazines,” the expert says. - But the services of a cosmetologist are becoming more and more popular with the stronger sex. This could be a new direction for business expansion.”
Implementation
A separate issue is the implementation of anti-crisis measures. Changes, of course, must be comprehensive and affect internal approaches to work. Thus, expanding the range of services will first of all require the involvement of new specialists, which is not the most profitable step in times of crisis. An alternative measure would be to form the staff in such a way that it includes professionals general profile, each of which will be able to perform a wide range of work.
In addition, many procedures require specially equipped rooms. And investing in renting additional space is risky today. It should be noted that the crisis provoked a decrease in payment rates, so, according to the forecast consulting company Blackwood, in the first half of 2009 it will be approximately 25-40%. But since this cost item is the most significant in the cost of salon services, it would be a rational decision to try to use the existing space more efficiently.
“Many companies today are puzzled by the optimization of space,” notes Sergey Maltsev, Deputy General Director of Astarta Prestige, a manufacturer of partition systems. - Unlike offices in a beauty salon, the open space option, which allows for a more compact placement of staff work areas, can be used very limitedly. But with the help of mobile structures, the premises can be easily demarcated without expensive overhaul.
As an example, the expert of Astarta Prestige cites the design of the decoration of the Victoria beauty salon on Prospekt Mira in Moscow. Stationary transparent partitions here only enclosed the entrance area, and all other rooms were separated by blind mobile ones about two meters high. The client opted for such a design so that it would be easy to change the configuration of the premises depending on the current need - for example, in the summer months, you can slightly reduce the solarium area in favor of a beauty parlor.
However, do not forget that when planning the premises of beauty salons, it is necessary to take into account the requirements of SanPiN 2.1.2.1199-03. In particular, they suggest that in such establishments, rooms for manicure (at least 6 sq. m) and pedicure (8 sq. m), a beauty parlor (12-16 sq. m) should be isolated from the hairdresser's room, but it must be natural light through windows. It is also necessary to equip auxiliary, auxiliary and household premises (dressing rooms, rest rooms, bathrooms, storerooms, rooms for storing equipment, garbage, etc.).
“In addition to observing certain standards, when creating a project, it is necessary to achieve a competent organization of light, sound insulation, and also take into account production cycle, - says the architect Tatyana Romanova. - To do this, it is necessary to simulate the movement of clients and employees of the salon, and only after that calculate the area and location of individual zones. Otherwise, you can make a lot of planning mistakes that will cause crowding in the waiting area or unnecessary anxiety for clients during procedures.
In order to provide the required sound and smell insulation in certain rooms, according to Sergey Maltsev, stationary structures are used. “For example, we installed glass partitions in the Arkhidea beauty salon,” notes the Astarta prestige expert. - A special seal that secures the glass inside the rails and profile has become a reliable barrier to noise and unwanted odors. At the same time, frosted glass was used to decorate more “intimate” rooms (massage rooms, manicure and pedicure rooms).
Perhaps beauty is indeed a terrible force that can withstand even a crisis. However, today you should not rely on fate. A number of business optimization measures will not only help protect the company in difficult times, but also earn additional points for the future struggle in the “beautiful” market.
Svetlana Topal,
expert of the company "Astarta prestige"
A frightening “crisis” sounds from everywhere now, which some entrepreneurs perceive as a sentence to their business. But the devil is not as terrible as he is painted: an optimistic attitude - the crisis favors active ones - coupled with business optimization measures and competent cost savings will help to survive difficult times. How you can save money in a crisis for a beauty salon and how to get a beauty salon out of the crisis - we find out in our article.
How to bring a beauty salon out of the crisis? As we remember from our materials, crisis is a relative concept. Competent work and smart savings - this is one of the areas of activity. On what and how you can save - let's find out.
How to get a beauty salon out of the crisis with the help of bulk purchases
It's no secret that "wholesale is cheaper," so for many salons, wholesale is a good way to save money in times of crisis. Buy cosmetical tools"for future use", in other words - in bulk - a traditional anti-crisis measure. Besides that Wholesale price much lower than retail, so you can also select and order all goods on the site in a couple of clicks. Wholesale companies organize delivery at any convenient time, but delivery times vary from 7 days to a month, depending on where the company's warehouse is located. Good with modern systems navigation does not have to worry about the cargo: the order can be tracked throughout the entire route; you can even ask suppliers to take a picture of the product before shipping to make sure it's the exact product the salon ordered. As a nice bonus, many wholesale companies provide product samples for free.
BY THE WAY!
If you need to automatically calculate the salaries of your employees, keep records of goods, cash flows of a beauty salon and see the balance of mutual settlements, then we recommend trying Arnica - beauty. In Arnika, this is implemented as simply and conveniently as possible.
But bulk purchases have a significant drawback - this is the need to have large in cash which will pay off only in the future. This savings option is not suitable for small salons that do not have their own warehouse, because they simply have nowhere to store stocks of cosmetics.
Julia Kechkina, CEO, Beauty and Health Center "De Trois Rein" (Novosibirsk): “In a beauty salon, you can save on consumables during a crisis. But we do not do this by switching to wholesale purchases (although, of course, wholesale and retail prices vary significantly). But in our situation, as a rule, we don’t need large-scale purchases, starting from boxes, the salon will spend such volumes for a very long time, and besides, not all salons have such an extensive warehouse to accommodate these “reserves”. Therefore, we do not switch to wholesale purchases, but are more strict in the selection of suppliers, we choose serious, with low prices, with the possibility of combining orders. This is, in fact, the only way for us to optimize purchases. We will not save on anything else in the current conditions.”
Affiliate programs will help a beautiful business survive in a crisis
A profitable affiliate program based on the win-win principle will help the salon at any time, and in a difficult period it can even become a “saving straw” that will pull the enterprise “ashore” and help bring the beauty salon out of the crisis. You can try to include non-core organizations in the affiliate program - clothing, cosmetics, jewelry stores, pharmacy chains, travel agencies. Another option that will help save money during a crisis is cooperation with a major cosmetic brand (for example, Wella, Londa, etc.). They offer free comprehensive training for professionals at any stage of development, from beginner to pro. Training centers there are such brands in almost all major cities Russia, they also offer distance learning using Internet resources. Apart from free education, a partnership of this kind gives a discount on cosmetics. The percentage of the discount is determined by the terms of the contract. The brand provides the maximum discount to the salon, which undertakes not to use cosmetics from other brands.
IMPORTANT!
When switching to another brand, it should be borne in mind that the master will still have to retrain, this is not always perceived positively by specialists.
Natalya Velyuga, commercial director of the network of business class salons "May" (Saint Petersburg): “I realized the benefits and prospects of working with strong brands for a long time. If you own several salons, then you can always count on concessions from them. This is explained by the simplest laws of business: the larger your purchases, the more loyal the supplier is to you. Among the privileges that you can get from status brands, one of the first places is occupied by training - seminars for staff on the technology of using brand products, regular certification of employees to maintain the proper level of knowledge and sales. As a motivation, your masters may also be offered training at a more serious level - for example, advanced training courses. In addition, you have the right to expect from a status supplier of assistance in promoting the purchased goods. These can be special brand days, gifts for clients, an individual motivational program for craftsmen. As a rule, the technologist of the brand company participates in such events. And the products used are partially compensated by the supplier. The traditional type of loyalty from a partner is additional discounts for large purchases, or gifts in the form of free accessories (tool carts and other equipment). If you cooperate with manufacturers of hairdressing equipment, then you can count on discounts on professional hair cosmetics, because most often these two industries (equipment for hairdressers and cosmetic products) are closely interconnected and have partnerships. My advice is to never hesitate to ask a supplier for privileges. But you will definitely be asked: “And what are you, dear salon, ready to offer for this?”. You are expected to answer something like this: “I will increase sales of your brand, which means that my purchases will also grow.”.
How to save in a crisis on SOUT
As you know, a special assessment of working conditions should be carried out at least once every five years, but if new jobs are put into operation, the technological process has changed, the composition of the materials used in the work or other innovations that can affect the level of exposure to harmful and dangerous production factors, then the organization is obliged to conduct an unscheduled special assessment. What can you save on in a crisis by conducting a SAOT, and bring a beauty salon out of the crisis? First, combine similar jobs (eg nail technicians, hairdressers). Secondly, register all specialists who work outside the office as remote, this will reduce contributions to the Social Insurance Fund (if you use outsourcing services, then this issue has already been resolved for you). Thirdly, optimize working conditions so that they are rated as 1 or 2 class, which will also reduce contributions to funds.
But the best way to save money during the crisis is, of course, to extend the results of the previous check. It is possible if there are no obvious signs of impact in your organization in 5 years harmful factors, there were no accidents and no incidents related to occupational diseases were recorded.
Vladimir Chervyakov, Technical Director Research Center "New Technologies" (Moscow): “During the implementation of the SOUT, each workplace. It identifies harmful and dangerous factors, their measurements are studied official duties employee, rules and regulations on labor protection in the organization, rules and procedures for issuing personal protective equipment. Based on these data, a report is drawn up and a class of working conditions is assigned. The complex of works for each workplace is calculated separately. But pay attention to the simplest changes - and they will help you save money in a crisis. For example, increase the number of similar places. Often, following new trends, positions that have the same functionality of the employer are called differently. But the Law on the Special Assessment of Working Conditions No. 426-FZ allows, if positions have the same name, job responsibilities, and employees are in the same premises, consider such places to be similar and identify factors, measure and evaluate working conditions not at each of them , but 20% of their total number. Thus, it is enough for the employer to combine employees with the same job duties and nature of work into one profession according to the ETKS directory. Then the certifying organization will evaluate not all, but only 20% of such places. For example, instead of the position of a master, a senior master, a hairdresser, a generalist hairdresser, all employees should be transferred to the position of a hairdresser. This way you can save a lot in times of crisis.
The next stage, which will allow a beautiful business to survive in a crisis during the SOUT, is the assignment based on the results special evaluation working conditions of classes 1 and 2, which will lead to a reduction in contributions to the FSS. Sometimes for this it is enough to replace lighting installations, install climate systems, replace outdated hand tools with an increased noise level and vibration load with modern ones. The specialist of the certifying organization will definitely tell you what things to pay attention to. But in order to know for sure what improvements in working conditions at the workplace will be required to reduce classes, it is recommended that the organization conduct production control. The PC allows you to draw up a real map of the impact of harmful factors on workers and identify their sources. In addition, the results of the PC should be taken into account in the SOUT, if it is carried out no later than 6 months later. Sometimes insignificant investments in improving working conditions will pay off by reducing insurance deductions.
If, based on the results of the assessment of working conditions, the workplace is assigned a class of working conditions of 1 or 2 (optimal or permissible, respectively), and there have been no accidents at the workplace over the past 5 years, then the results of the conducted SATS are valid for another 5 years. That is, subject to labor discipline and labor protection rules, the results of the SOUT can be extended without any additional investment.
The cost of SOUT of one workplace, as a rule, is in the range of 1,500 rubles. for office jobs and from 2,000 rubles. for industrial jobs.
In 2015, fines for non-compliance with labor protection requirements in the organization were significantly increased. And observe statutory the rules on the availability of documentation, keeping journals on labor protection, conducting a special assessment of working conditions are required by enterprises of all sectors of the economy, both in office premises and in production”.
Advertising in crisis
Even in times of crisis, advertising cannot be completely abandoned, otherwise, the salon runs the risk of being left without new customers. Consider several options for how you can effectively advertise a salon, for an amount not exceeding daily revenue. Low-budget advertising is a tool that many salons turn to, and it can help save money during a crisis.
- Very often people choose a beauty salon based on its geographical location. In search engines, requests of the format “metro beauty salon (name)” or “metro haircut “name” are common. Search engines reflect the information of directories, they contain information about the salon (name, services, price, contacts), they place it for free. But for little money (one-time payment), you can raise the rating of the salon, so that when requested, the name of the salon comes out one of the first.
- Article on the website target audience. For example, a portal about beauty and the beauty industry, it is desirable that it has a forum. Although there are few such sites, they do exist. With their help, even those who have never been in it will learn about the salon.
- Contextual advertising is an advertisement for your salon, which will automatically appear in the search engine when you enter a query related to the selected topic. The price for it depends on the number of clicks on links during the month.
- Gift certificates can also be considered a means of advertising, because it is thanks to them that new customers come to the salon. Add information about certificates in your salon to specialized sites to increase the number of primary customers for certificates from 10-15% to 30-40%.
- Charitable and socially significant actions. Do not refuse to participate in such events, because you are not only doing a good job, but you can also get free advertising time on a federal channel.
Ksenia Kurbetyeva, Director of the Center for Freelance Marketers at Business Compass: “During a crisis, it’s better to give up advertising, the profit from which cannot be calculated, for example, advertising in magazines, but you can leave targeted and contextual advertising, because in this case you pay for a specific client who went to the site. It is necessary to work as much as possible on increasing the loyalty of the existing customer base, and not trying to capture new customers. Since old clients are used to spending money on these services and in this capacity, and even in a crisis they will not give up their lifestyle.”
Prevention measures: accounting programs
Sales analytics, financial accounting, work on maintaining and increasing the customer base is a difficult job that must be done especially carefully in difficult times. But with the right approach, it will help bring the beauty salon out of the crisis. First of all, it is necessary to analyze the nature of the change in demand, as well as take a closer look at your clientele - did the clients suffer from the crisis?
Elena Valeeva, director of the salon "Natalia" (Kaliningrad): “Undoubtedly, the crisis affected our salon, despite the fact that we have long established ourselves in the market. It manifests itself, first of all, in a decrease in the patency of customers, regular customers also came much less frequently. On this moment we introduced budget services (at cost and final price) to have an alternative option to retain customers who can no longer afford to use the services at the previous prices on our consumables.”
Andrey Zepalov, General Director of the men's hairdressing salon "Alyaska" (Moscow): “The hairdressing industry has not “failed” in any of the crises. Yes, growth has slowed down, but people need to cut their hair even in difficult times. Who mostly suffers in a crisis is expensive salons. At such a time, you have to compete with the client himself, because when he decides that he needs to cut his hair, he will choose: go where he went, go to another place where it is cheaper, or do it himself. "Do it yourself" is only suitable for a limited range of services. A haircut, for example, still requires professional skills, so they will choose by price. What conclusion can be drawn: it is necessary to clean everything Additional services with a high cost and leave only the basic ones. We need to get people to go. You can make an anti-crisis proposal or be very precise in pricing. The crisis, by the way, is a good time for growth. If such growth was planned. Rent prices are falling, work crews are becoming more accommodating. And doubling the business, as you know, leads to a reduction in costs from 10% to 30% (with skillful management). So I see expansion as another way to cut costs.”
There are anti-crisis measures that naturally work, but they may not be enough, because the crisis requires a review and optimization of working methods in general, and a computerized accounting program will become the first assistant in this.
IMPORTANT!
The cost of consumables is a significant part of the income of the salon. The main rule for regulating these costs is a strict procedure for accounting, and then writing off the services rendered. So you can save a lot and bring the beauty salon out of the crisis.
Automation of a beauty salon allows you to save time and money during a crisis and gradually brings its work to a completely new level, which naturally affects the profitability of the business. The program will not give an instant (but at the same time short-term) result, it acts more like a “homeopathy” for the salon business. According to even the most conservative estimates, due to management client base, systematized reminders and mailings, you can reduce the number of lost customers by 30%, save up to 20% of consumables due to the built-in system for accounting for goods and controlling its movement in the warehouse, reduce the cost of ineffective advertising and facilitate the registration process for clients. For example, the Arnika accounting program allows you to register clients not only through the salon website, but also using Yandex and 2GIS services.
Sergey Bobin, head of the Arnika service: “All the costs of a beauty salon can be divided into 4 articles:
· The cost of materials used in the provision of services
· Staff salary
· Overhead (rent, communal payments, banking services and other services)
The head of any salon can, to a greater or lesser extent, save on each of these cost items. There are many ways to save costs, from something as drastic as moving to another location to reduce rental costs, to much less significant, like using less expensive consumables.
The decision on how, how much and what kind of costs should be reduced by the head of the salon is made in each case, based on the specific business tasks being solved.
I would like to dwell in more detail on the methods and tools for reducing costs that our Arnika beauty salon management system can offer. Arnica contains tools to reduce costs in each of the 4 areas. However, the greatest savings can be achieved in reducing the cost of consumables used.
How to bring a beauty salon out of the crisis by reducing the cost of materials
Each beauty salon, when providing services to clients, uses a large number of materials, which often make up a significant share of the cost of the service provided.
Savings (or vice versa, excessive spending) of materials can greatly affect both the profitability of individual services and the business of the salon as a whole.
Consider 2 approaches that are typical for beauty salons when working with consumables:
Approach #1:
- there is no control over the consumption of materials;
- materials are transferred to the masters at their request in the amount that; asks the master; records of materials transferred to the masters are not kept;
- the master himself decides what materials to use for each specific client, the composition of the materials does not affect the cost of the service for the client;
- there are no standards for the consumption of materials for each service; the head of the salon does not have an understanding of how efficiently the materials are spent;
- procurement of materials occurs haphazardly - materials are purchased from different suppliers, in different quantities and at different prices.
Approach #2:
- standards for the use of materials have been developed for each service. The head of the salon can at any time receive information about the facts of deviation from the standards;
- records of materials transferred to the work of masters are kept. The head of the salon always has information about what materials everyone now has and where they were spent;
- if the master agreed with the client to use additional materials(or not those that were originally included in the cost of the service), the cost of the service for the client increases;
- the manager sees the history of purchases of each material; when planning purchases, can analyze the purchase from which supplier and in what quantity can be made on the best terms.
Obviously, approach No. 1 does not contribute to saving materials, but, on the contrary, increases the likelihood of their inefficient and inappropriate use. When using approach #2, materials will be used as efficiently as possible and their cost will be minimal. Arnika has all the tools for the full implementation of approach No. 2, and our consultants are always ready to teach the head of the salon to apply these tools in practice and help save money in a crisis.
How to save money on marketing and advertising during a crisis
The second cost item that I would like to touch upon is the cost of marketing and advertising. As a rule, marketing and advertising is a mandatory item of expenditure for any salon, because without attracting new customers it is difficult to expect long-term business growth. However, often the tasks that are set when planning a marketing budget (growth in revenue, ensuring the workload of masters, etc.) can be solved not by attracting new customers, but by working with the existing customer base. As a rule, the cost of returning a client who has already visited the salon is significantly lower than the cost of attracting a new client, which means that by following this tactic, the salon manager can save money on marketing and advertising during a crisis, while at the same time meeting the challenges them business tasks.
There are a large number of tools that contribute to the return of customers. Here are some of them:
– forecasting the date of the next visit of the client, a timely call (SMS message or email) with a proposal to visit the salon;
– tracking birthdays (and other memorable dates) of clients, offering the client to visit the salon on special terms a few days before the event;
– sale of subscriptions and gift certificates stimulating the client to re-visit the salon;
– SMS mailings (as well as e-mail mailings, messages in groups of social networks, etc.) with information about promotions and special offers.
As a rule, using the above tools is much cheaper than attracting new clients to the salon, and our Arnika beauty salon online management system supports work with each of them.
How to save on overhead costs during a crisis
The third cost item that can be saved in a crisis is overhead costs. As salon management program providers, we can help to a lesser degree in cost savings under this heading than in savings under other headings. Typically, overhead savings are achieved through negotiation with service providers, tax optimization, and other methods that are outside the functionality of the enterprise management program. However, I am sure that any cost savings start with transparent cost accounting. If the head of the salon does not have a clear picture of the cost structure, the dynamics of changes in costs for certain items, then it is extremely difficult to decide where the greatest savings can be achieved.
But cost accounting is one of the main functional blocks of any beauty salon management system. And we help our users to take into account and analyze all costs and take effective solutions, allowing to bring the beauty salon out of the crisis.
How to save money during a crisis with salary optimization
The fourth cost item is staff salaries. Based on our experience, we can say that managers resort to saving on the salary of employees last, when all other options have been used, because. salary cuts can affect the quality of services provided or lead to the dismissal of key employees. However, in some cases it is possible to achieve savings in payroll costs without negative consequences. For example, we were faced with a situation where the salaries in the salon were not balanced - the salary of 2 masters of the same qualification was almost identical, but the profit they brought was 3 times different. In this case, the analysis of the situation and the introduction of a motivation system tied to the result of the master made it possible to save costs without any negative consequences. Despite the fact that the salary of one of the masters has decreased, the employee received a transparent motivation system, which in the future allowed him to earn more, bringing great benefits to the employer».
Non-core activities - to outsourcers
A naturally profitable and justified way to save money during a crisis is outsourcing, i.e. transfer of non-core functions of the organization to external performers - outsourcers, qualified specialists third party firm. For beauty salons, non-core activities will be, for example, accounting, law or cleaning.
To keep a business afloat even in the most difficult times, beauty salon accounting must be in perfect order. The owner should always know up-to-date information about all existing assets in order to track and analyze the main key indicators their activities, such as daily revenue, customer flow, inventory balances, etc. But keeping a full-time accountant is not always advisable, and therefore many beauty salons practice outsourcing accounting services. Thus, you can save on the maintenance of an accountant (instead of a monthly salary - a fee for a specific service, you do not need to provide a workplace, there are no tax deductions from wages), as well as insure against unforeseen situations when accounting is not provided on time due to various circumstances (illness accountant, layoffs, etc.).
IMPORTANT!
The order in accounting will facilitate the preparation of documents for possible scheduled and unscheduled inspections of a beauty salon.
Olga Isakova, Executive Director consulting company "Business Tools": “As for the question of how profitable it is for a beauty salon to outsource an accountant, I can say the following. In Russia, the average salary of an accountant in the state is from 25,000 to 50,000 rubles. These parameters depend on the city where he works, the enterprise (we are talking about a beauty salon, a chain of salons or a large cosmetology center) and the qualifications of the accountant himself. Add to that 30% tax. The cost of outsourcing accountant services depends on such parameters as the number of processed documents, operations that need to be carried out, and the volume of documents transferred to work (calculated per month). Taking into account all this, our company offers beauty salons a service rate of 5,000 rub. per month. Depending on the volume of services provided, the amount can rise up to 15,000 rubles. Thus, on average, an outsourced accountant saves from 30% to 60% of the amount that goes to the salary of a full-time accountant.”
A similar situation with cleaning - outsourcing of such specialists will also help to save a lot in a crisis. It is no secret that according to SanPin standards, beauty salons should do a general cleaning (washing floors, walls, equipment, furniture) of the premises once a week. If this is done alone by a full-time cleaning lady, then this process can stretch for several hours, and in fact at this time the salon could serve customers! The cleaning service will quickly and efficiently clean the premises at a time that will be convenient for the salon and will take a total of no more than an hour.
Text: Elena Vozmishcheva, Maria Shakhova
The beauty industry during the crisis turned out to be one of the most vulnerable business segments. Representatives of clinics specializing in plastic surgery note that demand has fallen by 30-50%. Salons that provide hairdressing and cosmetology services have lost almost a third of their customers. Beauty centers plan to open as anti-crisis measures own production cosmetics, and also switch to Russian brands.
Permanent care
A spokesman for Frau Klinik, a Moscow plastic surgery clinic, said that over the past three months, the demand for all types of operations has decreased by 50%.
“Women have become half as likely to do mammoplasty (breast plastic surgery) and lifting (facelift), although these procedures are usually successful,” the clinic said. “The procedures are expensive, and the purchasing power of patients is not the same as before. pricing policy however, we have not changed. Imported drugs (drugs, implants) have become more expensive due to the fall of the ruble, and the cost of operations has increased, so we cannot reduce prices.
According to Yuri Inshakov, a plastic surgeon and head of Enigma Medical Center in the capital, the demand for surgeries has fallen by about 25-30%.
“You can’t say that people refuse planned procedures,” he said. - But many transfer operations for which they signed up 1-1.5 months ago. Probably, people are waiting for spring, looking at forecasts for the ruble exchange rate.
According to him, demand usually changes depending on the time of year.
“For example, by spring there are more breast augmentations and liposuctions - after all, the beach season is ahead,” he said. “Then they are replaced by facelifts. And now I have more rhinoplasty (nose job) going on.
At the same time, there is a decrease in demand in general, and not for any specific operations. According to Yuri Inshakov, due to changes in prices for imported drugs and consumables, the cost of operations increased by about 25%.
In the center of plastic surgery "Estet Clinic" in Moscow, they said that they were just going to revise the prices for plastic surgery.
— The cost of the procedures will soon be revised due to the rise in the cost of consumables, — said the representative of the clinic.
Plastic surgeon Eduard Shikhirman also says that today the popularity of services for surgical correction of the body and face has not decreased.
“Now it is profitable to do operations, because the prices have remained the same for the time being, and when converted into dollars, plastic costs two times cheaper than before,” he said. - Stocks of consumables are still there, but new drugs have not grown much - indexation was only 15-20%,
Typically, services such as mammoplasty, complex facelift and nose job cost about 200 thousand rubles. Prices for liposuction of different parts of the body start from 20 thousand rubles.
elusive beauty
Well-known stylist Vlad Lisovets (owner of the Hairdressing Office salon in Moscow) said that recently revenue has fallen by about 20%.
“There is a slight outflow of visitors, but regular customers continue to go regularly, without refusing any services,” he said. - Standard set - haircut, styling and coloring. The only thing is that now clients take a longer break between visits, preferring, for example, to touch up at home.
Lisovets stressed that the prices for services will remain at the same level in the near future - the salons do not want to scare away the remaining customers. So, a haircut with styling costs from 3.6 thousand rubles, coloring - from 5.4 thousand rubles, manicure - from 960 rubles, and makeup - from 5.5 thousand rubles.
According to the forecasts of the stylist, you should not expect improvement in the beauty industry market until the end of summer.
- Everyone took a waiting position, looking in which direction to move on. Most likely, the situation will be stable in the next six months. A small decline is also possible - by about 5%, he said.
Lisovets also said that the crisis had a negative impact on the atmosphere of the salon.
“Everyone is talking about economic difficulties, layoffs, fear of losing a job,” he said. - It is unpleasant that this is reflected in the psychology and mood of the employees and clients of the salon.
The network of salons "My Fair Lady" said that revenue decreased by 3-4%. The company is currently negotiating with suppliers to curb the rise in prices for hair dyes, cosmetics and other materials.
“Our anti-crisis measures are a change of service providers (laundress, cleaning, security, etc.), which raise prices,” said Olga Stolbova, general director of the network. — We also try to support our customers with discounts that will be valid until the situation stabilizes. We refused to raise prices for our services.
After the sharp fall of the ruble, the company thought about switching to Russian cosmetics.
“After the analysis, it became clear that there was nothing to replace imported cosmetics,” said Olga Stolbova. — We were negotiating with ten Russian partners, but we did not choose anyone, because there were practically no savings. After that, we thought about creating our own branded products.
The NogotOK network of manicure and pedicure studios also noted that Muscovites have become less likely to use hand care services.
“If earlier our regular visitors did a manicure about once every eight days, now it’s no more than once every two weeks,” said a representative of the network.
The network of manicure and pedicure salons "TaEl" confirmed that saving has become the rule for many customers.
“Now clients think what is more important to them, for example, care or coverage, although they used to do a full range of procedures,” they say in the salon. “Visitors refuse complex care, strengthening nails with biogel, and for some, shellac coating becomes too expensive.
Who lives well in a crisis
Mikhail Kuznetsov, head of the Academy of the Beauty Industry, which provides consulting services to "salon businesses," said that the companies that charge the most for the brand or "mythical craftsmanship" have the biggest losses. In those salons where the ratio of price and quality is normal, the situation is more or less stable.
“Now salons are reviewing relationships with suppliers and are looking for more favorable conditions,” he said. - In connection with the fall of the ruble, many suppliers have greatly increased prices.
According to him, it is not possible to select domestic suppliers of products for all services. The most obvious example is the ability to replace foreign hair cosmetics with the Russian Estel, which many salons already work with. But in the nail service it is almost impossible to find a replacement.
- If you use Russian cosmetics, the savings will be 30-50%, - said Mikhail Kuznetsov. “At the same time, our brands are usually in the middle segment, so for those who are used to luxury brands, there is no replacement.
The expert clarified that salons are still looking for a solution - someone is switching to domestic cosmetics, someone is reducing margins, someone has decided to pay more attention to staff motivation.
The Unicosmetics company, which produces Estel cosmetics and has two factories in St. Petersburg, confirmed that the demand for products is growing during the crisis.
— Even before the crisis, we were the No. 1 brand in Russian salons, — said Lev Okhotin, CEO of the company. - In total, there are about 70 thousand salons in Russia. Until July 2014, approximately 40-45 thousand of them used our cosmetics. For six months, the growth was about 10%. The situation may differ depending on the region. For example, in Moscow and the Moscow region there are approximately 10 thousand salons. Before the crisis, 5 thousand people worked with us, now another 1 thousand have been added - that is, an increase of 20%. And in the city of Vologda, 240 salons and 230 work with us - there is nowhere for demand to grow.
According to Lev Okhotin, demand is growing so fast that the company does not have time to train those who wish to use the brand.
“It takes two days to show one salon how to use the products,” he said. — On average, it turns out that our proposals are two times cheaper than those of foreign companies.
Some salons are beginning to use domestic products in cosmetology.
Igor Fedotov, chairman of the board of the Golden Locks chain of salons, notes that the savings for a client when switching to Russian brands can be significant. He believes that the effect of the proposed domestic cosmetics does not appear as quickly as from imported ones, but there are also pluses - it has more natural ingredients and the effect can be longer.
Igor Fedotov noted that demand for expensive cosmetic procedures in his network fell by about 30%. At the same time, those customers who always came on the eve of the holidays - New Year, Tatyana's Day, February 23, March 8 - did not come this year.
“Before, before the holidays, our demand increased by 5 or even 10 times compared to ordinary days,” said Igor Fedotov. “Demand is increasing very little right now.
beautiful far away
According to Alexander Zharkov, chairman of the Moscow city branch of Opora Rossii, demand in beauty salons could drop by up to 50%. Along with restaurants, they are the most vulnerable business segments in the crisis.
“I think that the mainstream segment will suffer the most,” he said. - Expensive salons will be more stable - wealthy people go there, who will save less. Low-cost institutions that are affordable for low-income people can qualify for social entrepreneur status and receive low rents.
Alexander Zharkov noted that many centers may still have a stock of imported funds, so they can still keep prices down. When the stock runs out, the market will start to shrink.
Member of the Board of the Guild of Marketers Nicholas Corot suggested that the release of their own products has already become a trend for many salons, and this trend will gain momentum due to the crisis.
“During the last crisis, some marketing moves were successfully tested, which can be applied this time as well,” the expert said. - For example, these are tours of famous figures in the beauty industry. Only regular visitors are invited to them, meetings are held in a club, closed format. But this, of course, is a trend for the premium segment. The middle segment can offer a "block of services" at cheaper prices. That is, the cost of a “package” of services will be less than if these services were sold separately. But it is better to tie these promotions to some date or holiday - otherwise, after the crisis, the "wallet memory" of customers will not allow them to forget how much cheaper these services used to be.
The beauty industry itself is already rocked by scandals. Thus, employees of the capital's luxury beauty salon, which is part of the Dessange International Group, are now preparing a large-scale picket. They argue that the employer does not pay in full the wages laid down by law, violating the Labor Code of the Russian Federation.
In the trade union of beauty salon workers, Izvestia was told that it all started with the fact that on January 1, 2015, employees of the Camille Albane salon at 16A Leningradskoye Shosse, owned by the Dessange International Group network, went to work, but ended up at the closed doors of the salon. Russian employer represented management company, which has a multi-franchisor license in Russia, simply did not consider it necessary to comply with the law and officially notify the entire team that had worked for many years in this network that they were now left without their jobs.
After long promises, delaying time, issuing various kinds of orders “backdating”, as well as attempts to impose unequal work in other salons, the employer has not yet paid employees in full the wages laid down by law for January and February 2015. Now the employees have notified the employer in writing about the suspension of work until the debt is paid off.
Natalia Veluga
Commercial Director of the network of business class salons "May"
- She graduated from the MBA course, has a master's degree in business administration, specialty - human resource management
- Opened and made successful 13 beauty salons
- Teaches the course "Beauty Salon Management" at the Business School of the Academy "May"
According to analysts' forecasts, 2015 will be a difficult year for business in general and, in particular, for the service sector.
The crisis knocked on our door along with the new year 2015: with sanctions that only the lazy have not yet imposed on our country. With the growth of the dollar and the euro. With a reduction in the price of oil already by 2 times and with a further drop in its cost. With pressure on our country from the US and EU countries. With an increase in the key rate of the Central Bank and lending rates. And inflation, which in March-April will reach 15-17 percent.
Need to continue?
And it seems that this has not affected you and your business yet. And there is hope that the crisis will pass by and everything will subside by itself. And everything will be fine again.
Remember one most important rule:
Hope is the worst business strategy.
This is not even a strategy, but a blind denial of facts and reality. And, as a rule, it ends in failure.
We need to prepare for the crisis now. Faster than your competitors.
First and most useful,
what you can do is face the truth and accept the facts that we have to work with:
- The population will have less money
Demand for beauty salon services will fall
Your customers will start saving money on their appearance
- The competition will increase, and the real struggle for customers will begin
- The cost of purchasing equipment and consumables will increase, and consequently the cost of your business will increase
After you stop sticking your head in the sand and honestly assess the situation in your business, you can move on.
I am sure that in New Year under the chiming clock, you did not set yourself the goal: “in 2015, I want to close my business and stay in debt.” Therefore, let's figure out what you need to do in order to successfully live through difficult times.
The second thing you need to understand:
Every crisis is an opportunity for growth. This is an opportunity to become number one in your niche. Opportunity for explosive growth of your business and increase its profitability.
You are lucky that you live in such a time. You are lucky that you have the opportunity to become more efficient and make your business more successful.
Accept it with gratitude. And then all of a sudden you start seeing possibilities.
Third: in difficult times, you want to work less, because it is difficult and scary. The truth is, more work needs to be done. Do more and better than usual. To do better and more than everyone else. Even when you don’t feel like it, even when you don’t get much, even when everything goes wrong.
Now about specific techniques and tools.
Understand that a beauty salon is a business. This is a business like any other.
And this business works (or does not work) according to standard laws. The time has passed when it was enough just to open a salon with the right repair, and a queue was already lining up for it. Now there is a beauty salon in every quarter, and when purchasing power falls, some salons suddenly begin to experience difficulties with clients. And sales and money are the blood of any business.
We, in our network of beauty salons "May", make this beautiful business profitable. With the right innovative marketing, built by efficient business processes and one of the best salon management programs in Russia.
Please note that before implementing any tools, you need to learn how to test and measure the impact of your actions on the business.
Control and management of any process begins with its measurements. In other words, in order to control something, you must first measure it.
Questions for you:
What metrics do you measure in your business?
And do you freeze at all?
And if you don't measure it, how do you generally run your business?
The first area of work for a beauty salon in a crisis that requires close attention is to attract potential clients.
How often do we speak in its network of salons "May"- building a queue of potential customers. Yes Yes. You heard right. There is really a queue in our salons and we almost always have a full record.
What's the secret? Let's figure it out.
Step-by-step instructions for proper marketing in times of crisis:
3) If you've made the decision to go solo, the first thing you need to do is cut your customer acquisition costs. Note. Don't take this as cutting back on all ads. You need to promote your beauty salon. You just need to keep only those advertising channels that give guaranteed results and remove everything unnecessary.
4) The next step is to increase the conversion at each step of the sales funnel. That is, work on your selling website, write / rewrite the script for the conversation of the salon administrator on an incoming call, write a script to confirm a visit to the salon and start this process. Your task is to get more customers while maintaining (better reducing) advertising costs. This technical task and it's pretty easy to solve.
5) The most important thing! You must answer the main question for yourself: why should a client come to your salon, and not to the salon of your competitors? How are you different from all other beauty salons? And if you suddenly decide that you want to compete / have the lowest price, then know that you are making the biggest mistake - to compete in a crisis on the price category. You must find the real difference from your competitors.
6) And the last one for today. You need to work with an already existing customer base. And in times of crisis, do it more actively. Your task is to revive your base and return your old clients to your salon. The main value is that you don't have to invest in getting these customers. They already know you and just make a good special offer for them to return to your salon.
These simple recommendations will be enough to start saving your beauty salon right now.
In the following articles, we will talk with you about the next steps for managing a beauty salon during difficult times. If you want to know now another option for the development of a beauty salon under a strong brand, follow the link - http://maysalon.ru/franchiza
Critical! After reading this article, you need to take action. Knowing what to do and taking action are two completely different processes. The results in your business depend on what you do.
Therefore, right now, we suggest that you allocate one hour of time to compiling specific plan action and take the first step to develop your beauty salon.
Wishing you success in your business
Natalya Velyuga, commercial director of the network of beauty salons "May"
Union of hairdressers and estheticians of the North-West.2015
> Balance of interests
While some discuss the crisis, others work with it. And it often depends on the mood and ideas of top managers how a business survives a difficult period. We decided to ask the CEOs of companies what they think will happen to the beauty industry in 2015 and how to work in the conditions of the economic crisis.
, General Director of the company "Plastek"
For the beauty industry, 2015 will be a difficult year, a year of searching for new solutions, new technologies, innovations. While people are getting used to the very fact that there is a crisis in the economy and there is no getting away from it, the main thing is the understanding that the crisis is a transient phenomenon and that there will definitely be an upsurge after it.
Therefore, the crisis will be experienced with dignity by those who do not have a crisis in their heads, who in this difficult time will more intensively look for something new that is of interest.
We have already gone through the crises of 1998 and 2008. In 1998, at the height of the crisis, Plastek opened new office in Moscow. And I think that making non-standard decisions helps to survive in such situations, and sometimes brings the most effective results.
Should we expect a redistribution of the market due to rising prices? Will sales fall, and which brands may be affected?
As for sales, they are definitely decreasing. First of all, this concerns equipment of the elite and middle class for beauty salons and aesthetic centers. After all, with the fall of the ruble exchange rate by more than 70 percent, an almost equivalent amount of money will be withdrawn from the turnover of the beauty industry, since the bulk of purchases falls on foreign brands.
In this regard, those who diversified their assets in time will feel most comfortable: they invested in the development of their own production capacity paid more attention to the service and its development.
There will be no market redistribution. The market is already almost formed. Unless new big players come here, risking to invest huge amounts of money in something new ...
What can and should be done by representatives of the “beautiful business” in the current circumstances? What is your anti-crisis program?
Everyone knows the axiom of crisis phenomena: the rich will get richer, and the poor - poorer. Unfortunately, many years of world experience confirms the veracity of this statement. But there are exceptions. Therefore, one should never despair: who knows ... maybe you will be such an exception. And for this you need to work hard and productively.
In times of crisis, more attention should be paid to personnel. The popular expression “Cadres decide everything” still carries great meaning today. First of all, it is necessary to retain the personnel, especially the most efficient and responsible employees.
Under the circumstances, the first thing to pay attention to is patience; that is, despite the difficulties, you just need to work, work hard and with interest. The crisis is a temporary phenomenon, and the balance will certainly be restored.
The crisis helps many to rethink the company's development trends, to find mistakes and miscalculations, to pay closer attention to what helps many companies survive in difficult conditions.
And in this difficult period of time, I wish everyone success in the new year, as well as not to lose patience, show wisdom and make more right decisions.
Tiina Orasmäe- Meder, cosmetologist, developer of Meder Beauty Science
What awaits the beauty industry in 2015?
The year for the Russian beauty industry, obviously, will be difficult. The general atmosphere, the growing stress in society, another financial crisis - all these factors affect both our clients and cosmetologists.
can it affect?
I assume that the basic rule of the crisis is unchanged: "The poor will get poorer, the rich will get richer."
Accordingly, the main redistribution of the market will affect, I think, the middle zone - brands focused on the middle class, which have been quite numerous lately. I believe that some salon managers will try to strengthen the service component and refocus on the premium class segment, possibly with the change of familiar brands to niche or luxury ones.
Inevitably, there will be another trend, a more active one: attempts to increase profitability in the face of rising prices from suppliers. Managers who make this decision will, I believe, change brands and materials to cheaper ones, trying to find the maximum quality at the lowest price. And of course, some of the salons and clinics can suffer significantly and go out of business, unable to withstand the race for profitability. In the best position will be chains that may shrink but remain in business, as well as salons with a history and reputation, a stable clientele and a stable team. Much will depend on the management's policy towards employees: those who retain employees, at least the best of them, will survive, and possibly make a profit.
Based on the experience of previous crises: luxury brands have a better chance. First, their clientele is more stable; second, a distributor needs fewer customers to survive. A big advantage of distributors will be a warehouse reserve, which allows them to provide customers with goods uninterruptedly and provide preferential terms to the best customers.
anti-crisis program?
What can and should be done? We need to keep working, what else remains ... And I'm sure it is necessary to maintain firmness and consistency: do not constantly revise prices, do not change the policy towards customers. Improve service, look for low-cost opportunities to improve customer service. Be attentive to employees, try to keep the team. Well, do not lose hope that the crisis will end one day!
I am not an inveterate optimist, so we have been preparing for a crisis for a long time. We are now trying, through special promotions, to help our clients: salons, clinics and cosmetologists, keep prices for services at a reasonable level. We have developed a new multi-stage training program and will implement it: the period of crisis is a good time for advanced training. We plan to strengthen training and hold conferences in the regions.
We already have experience of working in a difficult time of crisis in Ukraine, and we will use it as well. We optimize costs, try to show Special attention to the best clients, first of all to those who work with us the longest. Special conditions we also design for the winners of our Russian professional competition. In general, it remains to be hoped that cosmetologists will continue to choose quality!
CEO and co-owner of Biosfera
What awaits the beauty industry in 2015?
I'm sure you've been scared of the coming downturn more than once. I now hear similar horror stories in many places, but I do not share this alarm. Yes, the owners of a “beautiful business” are faced with the fact that in a crisis something needs to be changed. I don't see a tragedy here. We all know the statistics very well: the domestic beauty industry is developing as rapidly as, for example, the European one. However, a significant drawback of the growth of new players in the beauty segment is that qualitative indicators. Only those whose quality and professional approach are not just beautiful PR, but a really well-established business process will feel confident.
Therefore, a small downturn in the market will not hurt the majority of participants. I would say that it is even necessary to check their compliance with the declared level. In general, in 2015 everything will be fine. The service sector has always been resilient and able to survive even the most critical times. However, as always in this industry, there will be a lot of fuss. The main thing is not to turn off your head and be able to quickly respond to market changes.
prices? Will sales fall, and which brands may be affected?
The redistribution of the market, in my understanding, is just a natural process of globalization and a reduction in the number of players, nothing more. I welcome such developments, as they are the inevitable consequence of the evolution of some companies and the closure of others, unable to adapt. Naturally, at Russian manufacturers in this situation there is small benefits. So small that they probably haven't really figured out how to use them yet. In our country, "beautiful business" works mainly on foreign brands. Searching, testing and launching a worthy alternative to imports is a huge amount of work and precious time. It will be cheaper to slightly reduce the volume of purchases and stay with a quality product than to twitch and switch to an unknown Russian brand. As for the level of sales, it will fall only for lazy companies. How much do you need to dislike your business in order to be indifferently inactive?.. The income of any brand depends on the consumer.
In conditions of economic difficulties, it is necessary to analyze, track, feel what the client needs. If you think that you have a unique product or service that does not require adjustments in the sales strategy even due to changes in the exchange rate, then you are mistaken. As soon as you thought so and decided to leave everything as it is, at that very second you gave your client a stronger and more active competitor.
What can and should be done by representatives of the “beautiful business" under the circumstances?
Do not succumb to creative destruction. I do not argue that some players in the market will have to wait a little with high-cost image investments. Therefore, I advise you to formulate more accessible goals for the near future and achieve them. A negative information environment can paralyze you. Don't fall into the discouragement phase. The time of crisis is the time of opportunity! Of course, the old forms of doing business often do not work here. This is due to the fact that the time has come for innovation, study and implementation of new technologies for business promotion. It is necessary to get off the paved "ski" and master new steps in marketing, new technologies in order to find and retain a client. Properly analyze your advertising channels, the level of popularity of your services and their costs.
Make a list of what you spend money on. We should generate additional revenue rather than indiscriminately cut spending. Develop strategic partnership and form an adequate pricing.
Invest more time in development strengths than in an unsuccessful struggle with shortcomings. Yes, it is not easy to move forward in difficult times. That's why I urge you not to forget about your team. Find ways to properly motivate and reward employees. As for clients, in a crisis they come to you not only for a favor, they go to get friendly support and positive emotions. Be real. Consumers always feel it.
What is your anti-crisis program?
Today, in a period of unstable financial situation in the country, there are many experts in the beauty market who escalate the situation and immediately offer help "to get out of the crisis." Completely obey their instructions or try to find a solution yourself - it's up to you, your choice. I have personally verified one exact fact that is always in demand by customers: be special! Stop copying the actions of competitors, do not be afraid to be different from them. Moreover, do not be afraid to be different in times of crisis. In one of the books of my favorite marketing guru, Jack Trout, I read a very important thought - and I am happy to share it with you. He said that it is differentiation (clear difference) that allows you to take an advantageous position in the mind of the consumer and in this way get a real competitive advantage On the market. Don't be lazy about making your brand special. Enter the path of even more active marketing, thereby maintaining your level of sales. If earlier you were engaged in the business of gathering what comes into your hands, today you need to become a business hunter and get and keep customers yourself. Don't ignore modern ways advancement, be in the trend of new opportunities that the digital environment gives you.
Be closer to the needs and interests of customers. Let them feel special. I believe that support is essential, especially in times of crisis. For example, we help our clients with content for social networks, we hold contests with the target audience of our partners on Instagram, Facebook, and other sites on the Internet. Our company makes joint publications in magazines, we pay great attention affiliate programs for clients, thanks to which we hold various kinds of events and joint promotions with bloggers.
We support their business exclusively with the help of modern working trends in the beauty industry and proper positioning in the market. After all, often, during a period of economic difficulties, for some groups of consumers - with a certain level of income and requirements - there is no clear proposal that could suit them in terms of "price-quality" ratio. Eliminating such shortcomings, activating your PR strategy in support of sales - that's what you should do today.
General Director of "Trading House EGOMANIA"
What awaits the beauty industry in 2015?
All past crises that happened in our country only improved the business space and removed weak players. I sincerely believe that the current crisis will not be an exception, and we will come out of it wiser and more experienced.
Moreover, it is worth noting that in our “beautiful industry”, a drop in sales simply by definition cannot be catastrophic, since people who love themselves will always go to beauty salons and buy cosmetics. "Lipstick effect" - this is already a classic of the genre! A person can drive for some more time in an old car, not update his wardrobe again, not even go on vacation abroad. But a person cannot help but cut his hair, wash his hair, take care of his body, so he will always be someone's client. The main question, regardless of the crisis: what are the owners of enterprises doing to ensure that he is THEIR client? As very often happens, the client is not taken care of and thus repels him, while losing his share in the financial turnover of the company.
Should we expect a redistribution of the market in connection with the growth prices? Will sales fall, and what brands is it
can touch?
I would recommend to the owners of “beautiful business” enterprises not to panic, but:
- . Increase sales related products in the cabin.
Improve the quality of services and constantly take care of customers, spend client days and prove to the client that you are his best friends, and he should only visit your enterprise.
It is more picky to select personnel who can give the client exactly what the client wants, and not what the master can. Employees need to be constantly trained.
What can and should be done by representatives of the “beautiful business” in the current circumstances? Your anti-crisis program?
For "Trading House EGOMANIA" in the plans for 2015, the main areas are:
Employment of regional brand managers in big cities of Russia for better service of our partners.
Various marketing activities helping our partners to be more attractive in the eyes of customers.
. Establishing a close dialogue with the management of the salons, aimed at increasing the sales of our brands. As an example, I would like to cite our partner in St. Petersburg - the flagship salon O "Jean, whose management listens very carefully to the recommendations: provides customers with many hair care procedures, sells products to maintain the effect at home, and also supplies our products to others worthy salons of the city.At the same time, almost all clients, feeling such sincere care from the salon staff, return for the next procedure.
Summing up, I can only say one thing: love your client, take care of him - and you will not be afraid of any crises!
general director of LLC Good decision»
What awaits the beauty industry in 2015?
In 2015, the beauty industry is expected to increase prices for services, drugs, cosmetics and consumables. This growth may be 30-150 percent relative to 2014 prices.
Imported goods will rise in price most of all, especially in the middle and premium price segments. This circumstance may push entrepreneurs to look for cheaper analogues and, as a result, may reduce the quality of services provided. Therefore, for both clients and entrepreneurs, now is the time for risky experiments. I would recommend to entrepreneurs not to succumb to the temptation and not to buy something on the cheap, and to clients - to be vigilant and not save on their beauty!
Should we expect a redistribution of the market due to rising prices? Will sales fall, and which brands can it affect?
Market redistribution is possible, but weak players are more likely to leave. Now it is better to take a wait-and-see attitude and observe what is happening. First of all, those who work in the middle price segment and are heavily indebted will experience serious difficulties. And those who have a margin of safety and fortitude will survive: those who will act, and not “nightmare” reality!
What can and should be done by representatives of the “beautiful business” in the current circumstances?
In this situation, you need to engage in business optimization and self-development. Analyze expenses and income. If profitability was low, now best time to fix it.
« Beautiful business» is not fundamentally different from other types of business: there are much more expenses than sources of income, so you need to look for and create new sources of income and reduce costs as much as possible, but only wisely and without harming the business. When cutting costs, try not to cut the fund wages and budget for advertising and promotion, because these are the resources that will help you survive.
Photoaging: step-by-step correction
Autumn is a hot time for a beautician. Clients return from holidays rested and tanned, but their skin needs to be restored. Ultraviolet light, hot dry air and sea water provoke a whole range of aesthetic problems, some of which are found in most people, while others are individual in nature.
Cosmetology
The most frequent procedure in the cosmetologist's office is still peeling, holding the lead among cosmetic treatments. The variety of agents with which the effect occurs allows you to achieve results in different conditions and types of skin.
Pro
To create a harmonious image, it is not enough for a stylist to make a client a fashionable hairstyle and pick up a trendy dress. He must also be a psychologist, and an artist, and even a director. After all, a real stylist does not work with things, but with people.
