co-owner of the barbershop chain Mr. Right and beauty salons Mrs. Right
For many months of self-isolation, we literally saved the business: we negotiated with landlords about vacations or at least a reduction in rental rates (thanks to them, everyone entered our position), tried to maintain a positive attitude among the employees, were engaged in processing applications for loans that the state offered to small businesses to cover the minimum wage. And, of course, we thought about how we should live and work further. After the state allowed us to work, it didn't get any better. The salons were allowed to open with many restrictions, under which we can serve about 35% fewer customers. This is a very tangible loss. And if we add to this the increased prices for cosmetic products, as well as additional costs for disinfection, disposable protective equipment, tests of employees for COVID,then the joy of opening salons is replaced by anxiety - is it possible to survive in such conditions?
If we talk about the recommendations of Rospotrebnadzor, then it is not difficult to follow them, although this requires additional costs. We used to maniacally disinfect everything and poured drinks only into disposable cups (and today this is impossible), but there are requirements that are difficult to understand. Why can't a client who comes from the street sit down to a free master and must make an appointment in advance? He has already entered the salon and stands in front of the administrator and the explanation that he must go out and first sign up on the site sounds somewhat Kafkaesque.
Barbershop Mr. Right © press service
The entry is now complete. We ourselves did not cut our hair during the entire period of quarantine and refused to everyone who approached us through social networks with a request to send a master to their homes. So you can understand the happiness of customers who finally put themselves in order. Perhaps we have never received such a powerful response in social networks from grateful clients. What will happen next? Everything will depend on the dynamics of the epidemic and the adequacy or inadequacy of measures applied by the state to our business in this situation.
Yulia Shumakova, general director of the chain of beauty centers "White Garden"
During the "quarantine", we finally opened our online store. To support clients and subscribers, we regularly published useful master classes and life hacks for home care for face, body, hair on Instagram. Special thanks to our masters who filmed their training videos at home. Despite the fact that during the period of self-isolation, we did not provide "field service", our administrators were in touch every day and, if necessary, connected clients with cosmetologists, stylists and other masters for online consultations. And, of course, I would like to thank all the clients who responded and made online deposits at a difficult time for us. We openly talked about the difficult financial situation and offered everyone to replenish their deposit "for the future" in order to use the services after the resumption of the work of the salons.At the same time, "quarantine deposits" were accompanied by bonuses in the form of a package of services as at. Thanks to these deposits, we were able to pay all employees a salary during self-isolation.
Now we have opened and are working in compliance with all the requirements of Rospotrebnadzor. This complicates the work process, foremen and clients are physically uncomfortable and uncomfortable in PPE, but everyone treats this with understanding, because we are talking about the safety and health of both their own and the client. This is our shared responsibility.
Beauty Center "White Garden" © press service
By the way, we decided to make a special offer for the clients of our salon at the Metropol Hotel - on-site service at the usual price without any extra charges. For obvious reasons, Moscow hotels are not overcrowded now, which means that the salon masters in the hotel are not loaded either. Therefore, we are happy to come to our clients at a convenient time to provide the necessary services. They had to re-record several times while we waited for the lifting of restrictive measures. Therefore, by the time the salons were opened, we had already formed a record for at least a week. I really want to believe that the epidemiological situation will finally improve and we will soon return to normal life.
Julia Fish, Founder of Profile Professional Club
We have experienced the time of self-isolation quite productively. At first, of course, there was shock, surprise and confusion, because for many years we had the only day off of the year - January 1. But we quickly pulled ourselves together and adapted to the new reality. In two and a half months, we mastered a lot of new things: improved internal accounting systems, began to master the digital sales market, and created several new interesting products. We looked at the familiar stories from a new perspective and outlined plans for the future - in general, it was more interesting than sad. In addition, all this time, our store and cafe have been working on delivery. So there was enough work.
In the post-quarantine reality, first of all, people have changed. The world has remained in place for now - absolutely the same, contrary to the expectations of many, but the people are different. Calmer, friendlier and more grateful. A little upset and needy. But - this is exactly our specialization, we know how to work with it!
The recording is pretty tight. During the quarantine, we tried to support our clients: we organized online consultations of our specialists, sent home individual sets of cosmetics, and were always in touch. But returning to a salon, to a professional environment, is completely different. It is, of course, impossible to provide yourself with salon quality at home. Therefore, yes, everyone is happy, for everyone it is one of the important elements of returning to the old comfortable and measured life. What will happen next? It all depends on the epidemiological situation. If the incidence declines, then everything will be fine. If not, then I don't even want to think about it now.
Beauty salon "Profile Professional Club" © press service
Irakli Kandaria, PR specialist, Mayfair salons
We had to temporarily close both salons. And this was especially sad for the new salon on Novolesnaya Street, which launched just a couple of months before the lockdown. All employees were sent on temporary leave with minimum wages. Thanks to the landlord who stepped into our position and reduced the rent for the downtime. During the lockdown, we analyzed our activities, removed procedures that were in little demand, and said goodbye to brands whose products were stagnant on the shelves.
I tend to view today's reality as a way to update workflows. You can attract and retain guests only through emotional attachment and quality services. On the very first day of work, the phone at the administrator's office rang almost continuously, and the online recording did not lag behind. Seeing the working salon, new guests came from the street. It is felt that the need for beauty services has grown significantly. This applies to both men and women. If earlier a girl could only come for a haircut and coloring, today eyebrows and nail services, and massage, and facials are added to this. Guys, in addition to haircuts, began to order shaving and men's facials more often. In addition, in the summer, pedicure is more in demand among everyone. The gradual return of the usual offline work and offline meetings also contributes to the demand for make-up and styling services.Of the minuses, I can name the return of a full rent.
Mayfair beauty salon © press service
We try to comply with all the main recommendations of Rospotrebnazdor. We are fortunate that the Mayfair concept was originally designed to serve each guest in a private office. As for the disinfection of the premises, air disinfectants have always worked in each office and in the general welcome-zone. Clients react to the opening of salons with great enthusiasm - the recording is very dense and there are practically no windows. Evenings and weekends are packed completely. Now guests are more loyal to the fact that it is sometimes necessary to adjust personal plans to the master's schedule. In the near future, I foresee the rise of the field of beauty services: people are tired of being locked up and online. After quarantine, they want to look good and even better than before. The intensity of real communication and nightlife will increase, which means that the demand for beauty services will also increase.In addition, the long-awaited summer has come and many people want an update before the vacation.
Maria Ginzburg, co-founder of the Wax & Go salon chain
During self-isolation, we focused on the internal processes in the company. We built communication between departments, switched to a new program, launched an online store, brought new products, learned new techniques and conducted trainings for masters, recorded a lot of training material. We did everything that is usually not enough time … In the new post-quarantine reality, life is new. We do not know what will happen tomorrow, whether there will be a second wave, whether they will close us again in July, etc., accordingly, it became very difficult to plan. During the quarantine, people realized that you can live and not spend money on nonsense, but only on the most necessary, that is, consumption has become more conscious. I think that this trend will continue and customers will choose the goods and services that they really need. Accordingly, we will have to work harderbetter understand customers and offer what they need. The recommendations of Rospotrebnadzor are not difficult to follow, but they are expensive and they greatly limit the customer flow. And you need to understand that someone has to pay for this. Either a client or a business. It is also bad that we cannot provide the usual service. We had a free bar in our salons with various teas, coffee, lemonades, fruits, sweets and marmalade. All this had to be removed.
Beauty salon Wax & Go © press service
When we opened, customers were happy: a full appointment a couple of weeks in advance. It is clear that everyone was tired of sitting at home and at the first opportunity they broke free to put themselves in order. But we believe that this hype will subside within two to three weeks. But no one knows what will happen next. We understand that the luxury segment has not suffered, but the segment that is approaching premium has begun to earn less. We have built our budget at the rate of -30% compared to last year and believe that this decline will be recouped over the next couple of years.
founder of Aesthetiks Beauty Group and the Keep Looking salon chain
In 2018 and 2019, in parallel with the salons, we launched two more business areas - the Keep Looking online store and the Aesthetiks Beauty Group, which produces and distributes cosmetics. This helped us a lot in quarantine: we did not reduce the staff and were able to cover the costs of salaries of employees, which is almost 10 million rubles. After the opening of the salons, it became no better and no worse - it just became different, and we must adapt to the new realities. Now we are not able to receive as many guests as before. We can no longer carry out several procedures at the same time, and the direction of cosmetology remains in question, since the specialist cannot work at a distance of 1.5 m from the client. Consumables have risen in price, but so far we do not plan to raise prices for services.
We have increased the opening hours of the salons and now we welcome guests from 09:00 to 23:00. We disinfect and measure the temperature of employees and guests; all specialists and guests use personal protective equipment. To keep the distance in the hall, we have reduced the number of foremen per shift, but to a minimum, since there are enough separate offices in the salons.
Beauty salon Keep Looking © press service
As soon as everyone found out that the salons were opening, the guests literally cut off their phones. We have kept a waiting list for guests since April, plus it was replenished in the first days after the end of quarantine. Therefore, we have a full record for the coming weeks, and we understand that demand will grow. We are very glad that we are gradually returning to our old life and will do everything to make our team and guests comfortable and safe in the salons.
Elena Udalova, owner of the Barbaris beauty salon
From the period of self-isolation, I had ambiguous impressions. On the one hand, we incurred the costs of rent and salaries of employees, paid taxes - and these are direct business losses that no one will compensate us. On the other hand, we spent this free time on self-education and improving our skills. The most important thing is that we have opened, we can work and are starting to earn money. It is clear that many people are now in quarantine and the flow of clients is not as large as expected. In addition, with the tightening of the requirements of Rospotrebnadzor, it has become more difficult for employees to work (because of masks and gloves), and due to the increased intervals, we can serve much fewer customers. The recommendations of Rospotrebnadzor are difficult to follow, especially since they are vague. In addition, there are orders from the Department of Trade and Services of the city of Moscow,from a sanitary doctor - and it is not clear who is in charge and what requirements to comply with. It is impossible to fulfill all the requirements at the same time - they contradict each other.
Beauty salon Barbaris © press service
Clients are happy about the opening of the salons and the opportunity to put themselves in order: the first week we have a full house. I think that gradually everything will level out and we will start working as usual.
How industries survive a pandemic: beauty salons and beauty giants.