Beauty Salon: Trends Of The Year From InterCHARM

2024 Author: Gavin MacAdam | [email protected]. Last modified: 2023-12-16 13:38

There are more than 20,000 beauty salons operating in Russia, which in 2014 provided about 187 million services to their visitors worth up to 1.5 billion US dollars

Anna Dycheva-Smirnova, an expert in the cosmetic market, board member of the Russian Perfume and Cosmetic Association, organizer of the international exhibition InterCHARM (October 21-24, Crocus Expo), talks about the main trends in this huge industry

Trend 1. Organic

Organic beauty parlors, organic spas, organic hairdressing salons are all salons that work heavily on organic cosmetics. Now they have already begun to appear in Moscow and other large cities. The speed of growth of these salons directly depends on the level of customer awareness of the newly-made natural cosmetics. We can safely say that the designated specialization in the beauty industry will certainly become successful. The facts speak for themselves. Nowadays, more and more people use organic cosmetics. And it's not about fashion trends. Customers who have once tasted organic products are unlikely to want to return, as it is commonly called, to "chemistry" in the future, adequately understanding that health is the main thing.

Trend 2. Hybrid schemes in the spa

Some establishments dealing with cosmetic services proudly bear a simple but capacious name - "beauty salon". Others prefer to have a new name - "spa". However, the point is not at all in the designation, but rather in the concept, the very range of services. Now in our modern world there are more and more establishments of the so-called mixed type. A feature of such places is the banal combination of "traditional" for a salon (haircut, painting, styling, manicure) and "common" for a spa (massage, hydrotherapy and anti-stress treatments).

Trend 3. Only eyebrows, only braids, only curls

The appearance in the last few years of highly specialized salons, only on one service, is gradually turning into a rule and is no longer an exception. Customers put their trust in these types of establishments, relying on special expertise concentrated in one area. Naturally, the success of such salons will grow exclusively upwards. So, for example, establishments for the correction of eyebrows have become popular, second in popularity only to points for the extension of nail plates. In the future, we will undoubtedly see specialized braiding salons and styling and cutting salons for people with curly hair, as this type of hair needs special care skills.

Trend 4. Fast is not bad

Economic difficulties can force clients to temporarily stop looking after their appearance. Workload, time pressure, lack of money and energy. It is for such women and men that it would be relevant to think over options for reduced and quick services at a lower price, in order to thereby retain regular visitors.

Trend 5. Men only

Barber shops, barbers, barbers are already a given in the current salon industry. Not far off are specialized beauty salons exclusively for the male half of the population.

Trend 6. Health

In today's daily routine, one cannot fail to note the growing popularity of salon services that contribute to improving the health of customers. This is due to the realization that medical services are far from perfect, and are also very expensive. It is much easier to monitor your health and simply prevent the appearance of unfriendly problems with the body. Therefore, anti-stress and detox, procedures to strengthen the immune system are already attracting a stable audience. Do not forget about the health of your hair, which cannot be so without a healthy scalp. That is why highly specialized trichological services are more and more penetrating into various salons. We all know that beauty is the key to health. And that is why scalp health services will soon become the absolute norm, just like hair dyeing or hair cutting.

Trend 7. Party

Good are those cosmetic establishments that understand that not all customers want privacy and silence. Some plan to spend time at a salon or spa with family or friends. As a result, many successful beauty parlors offer "joint services" such as pair manicure, pedicure, and massage.

Trend 8. Salon for an hour

In difficult economic times, the number of home services increases. All this, of course, is not in favor of the owners of beauty salons. Customers want to save money, and the craftsmen are happy to serve. However, it should be noted that the number of women who need an atmosphere of comfort in beauty salons is not decreasing, and sometimes even growing. That is why a special system was born and actively began to take root. It has become relevant for a master with an existing clientele to rent only one chair in the salon, so that it is located in a geographical point convenient for the majority. Well, progress does not stand still. Perhaps more should be expected soon, namely the emergence of a “concept of renting out” the entire premises for an hour or a day. This business model is already actively developing in the United States. All this is beneficial not only to the owner of the salon (a stable income from renting the hall to the masters, no need to invest in promoting the salon, worries about subordinates, etc.), but also to the master himself (his own master, but without unnecessary concern for the economic infrastructure).

Trend 9. Originality

Keep in mind that customers love the "exceptional" and the "extraordinary". However, not everyone is ready to experience this for themselves, but everyone wants to receive information about new products. Now avant-garde beauty salons attract most of the audience to original and "bright" services. And clients go to their meeting for a set of usual procedures with an unusual presentation. So, facial massage with snails, body massage with snakes and baths made of fermented shavings are gradually becoming popular among the inhabitants of large cities. We can say that the process of expanding views on the "traditional" has long been launched, and considerable attention should be paid to modern trends in the field of beauty and health.

Trend 10. Smart client

The dream of every owner is to rally a group of loyal and regular customers around their salon. And it is possible. Clients are drawn to unbiased first-hand information. So, useful information can be obtained at open lectures in the cosmetic institutions themselves, at master classes and seminars. For successful functioning, the theme of "beauty and health" should literally permeate the salon, and visitors need to understand the peculiarities of using cosmetics. All this favorably contributes to the emergence of a permanent base of regulars.

Trend 11. Technologies

Online video lessons, mobile applications, social media activity - all this is an integral part of the promotion of any successful salon. Perfect software also plays a huge role, which will allow you to record customer preferences, their schedule and personal characteristics. Well-grouped data allows us to offer visitors exactly what they need in a timely manner, provide them with new and unique information on time, and thus increase the revenue of a cosmetic establishment. This is also facilitated by mobile applications, being an integral attribute of beauty salons, allowing you to sign up for services using applications.

Trend 12. Franchise

It is a great temptation to open a salon under the name of a well-known network, with already developed procedures, a certain list of cosmetics and schools for staff. Therefore, the launch of franchised establishments in the next five years will be very popular with many business owners. Thus, a familiar brand and guaranteed quality of services always attract a stable clientele.

According to 2Gis data, there are 77 beauty centers per 100,000 women in Rostov-on-Don, which is one less than in Moscow. Unfortunately, there is no complete statistical data, but only 40,000 of the total number of employees of beauty salons visit the InterCHARM exhibition every year in search of new trends. And it only cost hundreds of thousands of Russians to be employed in the industry.