Now the flooring and makeup dry and gobars are known to all the inhabitants of the capital – this is a place where you can come one hour before an important event and literally have time. It was a hall that wanted to create the founder Natalya Sychkova. Natalya entered the beauty industry, but fell in love with this sphere, which he could not stop, and now continues for 17 years.
Today we talked to Natalia about how his first project is, how the beauty industry has changed in the last 10 years and how it will survive.
Can you tell us about your first beauty project?
This will look great, but everyone in the beauty business is accidentally falling. Including me.
About 17 years ago, when I was a housewife and my daughter was two years old, I noticed that such a lifestyle wasn’t mine. I was not considering the full -time exit, I was looking for an opportunity to create a small business. Then I still didn’t realize that my job was much more than five days and eight hours of working days.
I opened the first nogotok manicure studio near Mayakovskaya Metro Station. I put all my strength and soul there and the studio paid for eight months. It was a very good result. I took the second studio at the Mega White Dacha Shopping Center for more than a year and closed the third time after two years of work. Thus, the network gradually began to grow. During this time, there were many different experiences that both successful and absolutely failed.
Your Dry & Go project is almost 10 years old. A few beauty salons manages to leave a five -year -old mark. What do you think is his success?
Dry & Go is my second beauty project. I have already approached him with a comprehensive experience and a series of filled cones. First of all, I wanted to make it different from other projects with an idea and a clear and understandable positioning. As a consumer, I was directed by my request – what I like and missing in other beauty salons.
Most of the time, you cannot be sure of the result by visiting even expensive halls: how long the procedure will take, how much money will remain. Someone will take into account the length of the hair, in addition to someone for the intensity, and someone will obtain other additional costs. It was necessary to close these customer pain. Thus, the project emerged with concept: Four -handed and makeup in 30 minutes.
When creating dry and GO, the main attention concentrated at three points: quality, speed and price.
As for qualities, The beauty sphere is usually very creative and element. I decided to fix it, so we have internal working standards and instructions to perform every service. All our employees regularly train both available and new services. And we attach great importance to during training speed their provisions.
Just as I was thinking of creating this project, beauty colleagues said that they wanted to spend time in the cabin of women, to chat with the craftsmen and to relax. I saw it differently-a woman to come, to get the service she needs in a short time with an understandable result and at a clear price and then relax and chat with friends, work with your loved ones or spend time. Therefore, we work fast.
As for PriceThe project was created in a way that girls could come to us not only without us but also without. It seems to me that this idea was a success – we have many customers who come two, three or four times a week. And even a joke appeared: “Caution causes addiction!” And that’s true. Our service is not enough in other cities.
I will not be humble, I managed to create a trend in the beauty market, so that:
– Get a predictable, understandable result;
– Save your time;
– Pay understandable money.
Why did you choose the dry bar format?
In the business world, two of the highest competitive areas are distinguished – these are restaurants and beauty salons. Therefore, the positioning and separation of the niche helps us very much. I was inspired by an American project in dry bar format. I ended and adapted to the Russian market.
What reflects you in the project?
The concept itself is mine. Fast, clear, of course, reliably, without unnecessary pathos, without crowns in his head.
How have beauty salons have changed in the last 10 years?
2017 beach beauty salons, especially manicure, security. Moreover, both customer and masters. You have come to a manicure and all clients cut the nails with the same file and reuse towards the tables lies on the tables. When there was no equipment to sterilize in manicure studios, I saw it over and over again, employees with comprehensive experience did not even know the sanitary rules of primary education. It was a difficult period. However, if there is a problem, you should try to fix it. And then we used this situation in our favor.
We emphasized security in our positioning. In all possible sources, we talked about safety that all vehicles are sterile. And then we have developed a disposable set for a manicure with our partner (disposable products supplier), disposable napkins, one time saw and one -time nail enthusiast. In order not to go beyond the acceptable cost scope, we cut the pages of files and enthusiasts in the office and produced the same saw and buff so that the manicure master could hold them in their hands. Now such sets should be absolute in any hall. Our marketing strategy gave the result – we gained the trust of the customer.
The same thing happened in hairdressers – from the combs and brushes, the previous customer’s hair only shook the hair and began to work with a new person. Now you can’t meet this. On the one hand, the customer became more challenging and on the other hand more conscious and loyal. I think this works in both directions – if you love your customer, he loves you.
Now it is a difficult economic situation worldwide. How will this affect the likelihood of going to the beauty salons of people?
It’s hard to say. Beauty is very sensitive to negative changes. It was extremely difficult to survive in 2022. All these events weakened the industry as a whole – a large number of halls were closed and many customer service reduced consumption. And now it’s a hard time for our business. The main thing is to be like everyone else, find your niche, find your unique way to progress. And another important thing is honesty in front of the customer and looking at it.
Source: People Talk
I’m Roger Gritton, and I’ve been writing for the The Fashion Vibes for over 5 years now. My specialty is beauty news; I’m passionate about covering the latest trends, products, and innovations in the industry. In my time there, I’ve become known as an authority on all things beauty-related.
I love discovering new experts to interview, researching up-and-coming ingredients and techniques that are making their way onto our beauty shelves and highlighting people who are making a difference in the world of cosmetics. My work has appeared not only on The Fashion Vibes, but also several other publications including the New York Times Magazine, Allure Magazine and Refinery29.
