You are a cosmetologist, you love your work, and people come to you. But how do you win over such different clients? How do you make sure they remember you, appreciate you, and never want to leave? A few simple yet very important principles will help you in your work.

Ukrainian crisis manager Pavlo Hrynyshyn talks about well-known marketing campaigns and explains how to implement them as correctly as possible so that the client wants to come back to you again — this time with their friends.

After working for four years in the London branch of VTB Capital, Viktoriya Vasilieva took a gap year — a year to sort herself out. Eventually, having gone to Zurich to study German, she decided to stay there and opened her own nail salon.

A man and cosmetics, a man in a beauty salon. Is it a fashion trend or a real necessity demanded by our uncompromising and demanding times? How can we attract men to a beauty salon?

Have you ever seen a hairdresser dressed like a bank clerk? Hopefully not. A hairdresser and a banker think differently and perceive things in their own ways. But the point is not even that — it’s that they have different tasks in serving the client, although both must inspire trust.

In all my years of working with salons, I have never met a single beauty salon owner who didn’t have their own vision of their salon. So why do so many businesses in the beauty industry look so faceless?

One of the main tasks of a beauty salon manager is attracting new clients. There are many ways to achieve this goal.

After talking with the practitioner, the client leaves the salon refreshed. The practitioner, however, often feels drained after these interactions — as if squeezed like a lemon. Their mission is to help others. But does that mean constant stress should be part of their professional responsibilities?