When I came for the interview, besides the unknown equipment, I was faced with a choice: to enter an unknown industry or accept an existing offer from more “understandable” spheres. Was it worth it to change from digital to traditional marketing?
– “Are you familiar with our brand?”
– “No, of course,” I said with a laugh. “I’m not your target audience, and I haven’t come across anything like that in my work.”
That started our dialogue with the founder of the company.
That I was the target audience for all hardware cosmetology, I found out later…
The first thing I did was to visit different categories of salons and make procedures on the devices with similar methods. During the procedure, I got a lot of insider information. But the only thing I realized is that the massage therapists, who “sit on the percentage” of the procedure, are not in the mood to sell and promote new procedures. That was a big disappointment. Our mentality is unbreakable. Not everyone is willing to move to the new, modern level of procedures, extending the life of their hand joints and showing more lasting results.
What treatments have I had time to test?
Vacuum roller massages and “vacuuming,” I can’t call it otherwise. Procedures that are carried out on retro equipment. Of course, I tried out equipment from every segment. After all, you can’t build off the competition without knowing their strengths and weaknesses. LPG is a powerful beast, for a reason, it was created to solve therapeutic problems. A note for salon owners: masters must be trained and improve their skills on an ongoing basis. Because of such negligence, I used to walk around with bruises on my butt. And all this was happening in the summer!!!! (Moscow, Krylatskoe). With a technique of B-flexy, I have got acquainted closer than simply massage as I have been invited to the educational event with the known speaker. I was surprised that people came from different parts of Russia and other countries, despite the current restrictions (2021). The procedure itself I went to the old Arbat (b-flexy biturbo), in a closed women’s club. I was happily photographed in a beautiful black suit, which, incidentally, were free as well as branded cosmetics for the massage !!! I liked that after the massage they recommended pressotherapy, and it was incredibly nice and effective since I’m always in high heels. At one of the sessions, the massage therapist shared a tip with me that he does these treatments for himself regularly after his work shift to relieve stress and heaviness in his legs. Now I do, too, if possible. The next test subject was Vortex, almost like Wirtex, just like twin brothers. I had a long correspondence with their managers. It was the case of communication when people are unprincipled and sell as they can. For example, technical information walks on the edge of reality.
I am afraid that unregistered equipment from Asia is being illegally imported into Russia, which can harm customers. And businessmen, in the pursuit of cheap equipment and a quick return on investment, do not see the risks in equipment maintenance, efficiency, and safety.
The second thing I tried out was roller massages, which took me back to my childhood when my mother messaged me with a rolling pin with blue rubber spheres. This type of massage has leaped ahead. Do the competitors need to be named?
Endosphere (Italy), Stratosphere (Germany), R-sleek (Belarus).
I have given up on Endosphere because of its lack of hygiene. Even removable modules of this “old boy” of hardware cosmetology — LPG device is wiped with a napkin, even though the procedure is performed in a special suit. The aggressive marketing by the endosphere representatives is very alarming. They accuse everyone of being fake endosphere all around. This is strange because the German Stratosphere models are more advanced versions of roller machines. They are biphasic, can work on both the suit and the naked body.
The Beautylizer and Rolsone Laser Sphere were of interest. The former integrated LED light into roller massage and called their method RSL Sculpting. But they continue to work on the bare body and I, alas and ah, can’t classify them as hygienic. Others have innovated and implemented a 1064 nm laser in the arm. The procedure is called liposphere therapy. I can only imagine the indignation of Endosphere because I already see her foaming at the mouth writing on her social networks that it’s all “fake-Chinese-fraud”. What can I say about the company, which produces ROLSONE devices? Rolsone is positioning itself as a Rolls-Royce in the world of machine cosmetology. Eugene (the manager), talked about the customization of the equipment, marketing 360.
Since I am a marketer myself, I wondered what the sales manager meant by this concept. I dug deeper and asked what marketing means to him.
He replied: This is not Word-processed files with texts for posts and not a database of images for advertising and POS materials. I had a conversation with the head of marketing of the company, who explained in a language I understood, about the audit, analysis of competitors, studying the target audience, and setting up advertising campaigns for each client. And that’s a small part of their Marketing 360. Branded “packaging”, clothing, nice “extras”, everything is like buying a car in the PREMIUM segment. It was nice to hear how every detail was thought out. I even picked up a few tricks for my project.
During the period of my “introduction” to the beauty industry, I joined private groups for beauty salon owners. I see their pain, hear what they crave from the market, and maintain their optimism that beauty will save the world!
Scouting out the world of laser hair removal and laser rejuvenation ahead. Ready to share my passions in this area in 6 months.
At this point, I feel like there is some stagnation in the beauty business. But I am confident that I can break that stagnation by introducing new technologies and techniques to the market.
What do I do? I sell equipment for machine cosmetology.
The brand on which I work, I can not voice as for disclosure of trade secrets with me to retain 100.000.000 rubles ))))