cosmetics
A daily necessity that is often forgotten is cosmetics.
It is a fact that the demand for basic cosmetics did not decline even during the several recessions of the past 40 years.
Since it is a daily shopping item, once you catch a hold of it, there is a high possibility that you will remain a fan until you die.
The cost of cosmetics is low, and the franchises operated by cosmetics manufacturers are highly profitable.
Most of the stores are located in the third class residential areas.
コロナの緊急事態宣言後は、エステの施術のお客様は減少しましたが、既にお代は前金で頂戴していますで、売上計上がズレる可能性はあります。化粧品はご来店できなくても郵送でも販売できますので、全く減少しておらす、むしろまとめてご購入されるお客様がいらっしゃる分上振れしています。
Miss Esthe ～BLOOM CLASSIC Co., Ltd.
The interior design will be based on the materials and layout specified by the headquarters, but vendors can be selected freely. There is a high degree of freedom in terms of store construction, but headquarters is highly involved in the most important aspect of human resources. In the first place, if they cannot hire or select a store manager candidate, they cannot sign a franchise contract. Interviews for store staff are also conducted with the headquarters in attendance, and personnel hiring is done based on the headquarters' criteria. The headquarters will train the staff thoroughly.
At the annual store convention, all stores, whether directly managed by the headquarters or by members, compete to achieve the best results. A favorable competitive relationship has resulted in good business performance.
【Features】
A cosmetics store run by a cosmetics manufacturer that also handles organic cosmetics, plus esthetic treatments (mainly facial and body)
The esthetic salon is not a complex business such as hair removal or slimming, but a stance of a cosmetics manufacturer teaching correct makeup.
No advertising costs, so cosmetics are reasonable.
The company's management policy emphasizes the relationship with customers, so customers rarely leave the company.
【Management characteristics】
We have a strong relationship with our customers, with 20-30% of our employees being former customers.
No advertising costs and almost no recruiting costs
Product development as only a cosmetics manufacturer can provide An overwhelming lineup of products not available anywhere else, such as cosmetics for every five years of age, at reasonable prices, so there are few defections.
We use a proprietary device (Skin Analyze System) to measure the skin age in five categories: texture, pores, blemishes, wrinkles, and clarity. The results before and after use are displayed in absolute numerical values to make the user feel the effects.
The esthetic services are paid for in advance (for 6 or 12 sessions), so there is plenty of cash flow.
There is always a sense of tension throughout the year due to the campaigns led by the headquarters. Everyone aims to be on the stage at the annual national convention.
Franchise Case Study: Interview with President Hiroi of Sakura Partners
We interviewed President Hiroi (Ito City, Shizuoka Prefecture, Representative of Sakura Partners) who participated in the panel discussion of the Nikkei Franchise Show's "Megagy Seminar: Learning from the Past" held on March 6, 2019.
Mr. Hiroi, the president of Sakura Partners, is a multi-franchisee who has franchisees in housing, real estate, and convenience stores.
The company is based in Ito City, Shizuoka Prefecture, which has a population of 68,000.
Ito City is a hot spring tourist resort on the eastern side of the Izu Peninsula. Although it is a tourist area, the company is developing a business there for local women.
The main topic of conversation at the franchise show was about esthetic treatment.
The target of the esthetic salon is not tourists, but local women.
They are hiring inexperienced local women in their 20's~30's to develop a beauty salon for local women.
They had a pre-opening in early September 2018, and within a month of opening, they had collected over 50% of their initial investment of 40 million yen in sales.
In eight days, nearly 100 people, mostly local friends and acquaintances who were asked to be training partners (models) for the employees before the opening, used the service, and 74% of them have placed orders to continue using the service.
I'm not going to go into the details of the numbers, but they are hard to believe. The owner of the participating store also said that the results are more than double the initial plan.
Achievements backed by a thorough training system to empower women
The headquarters of this franchise is the Aya Group, which operates a franchise of esthetic salons called Miss Esthe.
It is a corporate group with Bloom Classic, a cosmetics manufacturer, at its core.
The company was founded in 1987.
Until now, the company has sold products and know-how to existing esthetic salons under their own brand.
Just by looking at the employee training manuals at the headquarters, I could clearly see how this company has learned and absorbed various philosophies and management studies.
The influence of Kazuo Inamori's Seiwajyuku is particularly strong, and it can be seen that the company understands and incorporates each of these into their systems.
The company's history of educating each employee in an easy-to-understand manner was incorporated into the employee training tools in the manuals and notebooks.
The company was founded 28 years ago, when it started out as an independent company from a company in the same industry, with only six female employees.
The manager of the headquarters has been training those six women for 28 years, and has continued to do so to this day.
Why do we have to sell? What does it mean to sell?
What is work? What is life?
It is this history of the headquarters that lies at the root of the educational curriculum, which can be easily explained to women who are new to the business and can convince them from the bottom of their hearts.
*** Translated with www.DeepL.com/Translator (free version) ***
The company is based in Ito City, Shizuoka Prefecture, which has a population of 68,000.
Ito City is a hot spring tourist resort on the eastern side of the Izu Peninsula. Although it is a tourist area, the company is developing a business there for local women.
The main topic of conversation at the franchise show was about esthetic treatment.
The target of the esthetic salon is not tourists, but local women.
They are hiring inexperienced local women in their 20's~30's to develop a beauty salon for local women.
They had a pre-opening in early September 2018, and within a month of opening, they had collected over 50% of their initial investment of 40 million yen in sales.
In eight days, nearly 100 people, mostly local friends and acquaintances who were asked to be training partners (models) for the employees before the opening, used the service, and 74% of them have placed orders to continue using the service.
I'm not going to go into the details of the numbers, but they are hard to believe. The owner of the participating store also said that the results are more than double the initial plan.
Achievements backed by a thorough training system to empower women
The headquarters of this franchise is the Aya Group, which operates a franchise of esthetic salons called Miss Esthe.
It is a corporate group with Bloom Classic, a cosmetics manufacturer, at its core.
The company was founded in 1987.
Until now, the company has sold products and know-how to existing esthetic salons under their own brand.
Just by looking at the employee training manuals at the headquarters, I could clearly see how this company has learned and absorbed various philosophies and management studies.
The influence of Kazuo Inamori's Seiwajyuku is particularly strong, and it can be seen that the company understands and incorporates each of these into their systems.
The company's history of educating each employee in an easy-to-understand manner was incorporated into the employee training tools in the manuals and notebooks.
The company was founded 28 years ago, when it started out as an independent company from a company in the same industry, with only six female employees.
The manager of the headquarters has been training those six women for 28 years, and has continued to do so to this day.
Why do we have to sell? What does it mean to sell?
What is work? What is life?
It is this history of the headquarters that lies at the root of the educational curriculum, which can be easily explained to women who are new to the business and can convince them from the bottom of their hearts.
*** Translated with www.DeepL.com/Translator (free version) ***
In Miss Esthe, the conditions for franchise agreement are
In addition to "the president of the prospective franchisee must pass an interview with the headquarters".
Not only must the president of the prospective franchisee pass an interview with the head office, but the head office must also hire a manager candidate who can pass the interview.
In addition, when it comes to the start of training, the company has been working hard to ensure that the training program is successful.
In addition, when it came to the start of the training program
In addition, there is a rule that training can only begin after six employees have been hired.
There is also a rule that training can start only after six employees have been hired.
It is a condition for membership that the business owner must be able to hire good people.
In addition, it is practically compulsory for the owner of the store to participate in the basic training for two weeks, which is the first of several levels of training.
Since the business is aimed at women, it is difficult for male managers to get involved in the store once it is open.
Therefore, at the beginning of the training, they attend a two-week basic training with the store manager to thoroughly learn about beauty theories, skin structure and biological mechanisms, and laws and regulations related to beauty.
They also take practical training on cleansing, the first step in facial care.
The question is whether or not the manager can leave his or her day job to attend the two weeks of basic training. This is a prerequisite for successful franchisees. Participation in the basic training should be considered mandatory for success.
Is the manager's response and judgment to the various events that occur in the field really the right one? What are store managers struggling with? We believe that it is important for not only the headquarters but also the management of the member stores to have a correct understanding of what the store managers are struggling with.
This is the same in any business, but the success or failure of a business depends on the teamwork and teamwork of the entire store staff, rather than the strength of individual personnel. It is important that the management of the franchise store be a part of that team. This is the essence.
There are many franchises that have a strong business model, but the training of employees and team building is the responsibility of the franchisee, but in this case, team building is structured.
In addition to "the president of the prospective franchisee must pass an interview with the headquarters".
Not only must the president of the prospective franchisee pass an interview with the head office, but the head office must also hire a manager candidate who can pass the interview.
In addition, when it comes to the start of training, the company has been working hard to ensure that the training program is successful.
In addition, when it came to the start of the training program
In addition, there is a rule that training can only begin after six employees have been hired.
There is also a rule that training can start only after six employees have been hired.
It is a condition for membership that the business owner must be able to hire good people.
In addition, it is practically compulsory for the owner of the store to participate in the basic training for two weeks, which is the first of several levels of training.
Since the business is aimed at women, it is difficult for male managers to get involved in the store once it is open.
Therefore, at the beginning of the training, they attend a two-week basic training with the store manager to thoroughly learn about beauty theories, skin structure and biological mechanisms, and laws and regulations related to beauty.
They also take practical training on cleansing, the first step in facial care.
The question is whether or not the manager can leave his or her day job to attend the two weeks of basic training. This is a prerequisite for successful franchisees. Participation in the basic training should be considered mandatory for success.
Is the manager's response and judgment to the various events that occur in the field really the right one? What are store managers struggling with? We believe that it is important for not only the headquarters but also the management of the member stores to have a correct understanding of what the store managers are struggling with.
This is the same in any business, but the success or failure of a business depends on the teamwork and teamwork of the entire store staff, rather than the strength of individual personnel. It is important that the management of the franchise store be a part of that team. This is the essence.
There are many franchises that have a strong business model, but the training of employees and team building is the responsibility of the franchisee, but in this case, team building is structured.
The mechanism that sells and continues to sell lies in the "tools" and "products".
The Power of the "Skin Analysis System," "Cosmetics for Every 5 Years," and the "Power Tree"
To begin with, men don't know much about what goes into esthetic treatments, so I'll explain a little about the industry.
Slimming (literally, services aimed at slimming down, using machines and hand massage)
Hair removal (removal of unwanted hair, by machine)
Facial (skin beautification, using hand massage and machines)
Body (lymphatic improvement, recovery from fatigue, healing, hand massage)
There are four categories.
In the case of Miss Esthe, it is a facial and body business category.
Slimming (literally, services aimed at slimming down, using machines and hand massage)
Hair removal (removal of unwanted hair, by machine)
Facial (skin beautification, using hand massage and machines)
Body (lymphatic improvement, recovery from fatigue, healing, hand massage)
There are four categories.
In the case of Miss Esthe, it is a facial and body business category.
The body may be easy to understand, but the staff requires a lot of work. That's why we developed a tool called the "Power Tree". It is a stick made of Japanese cypress, and with a little effort, it feels really good.
This tool won a prize for excellence at a beauty contest in France.
Another unique feature of the company is its proprietary skin analysis system, which analyzes the age of the skin.
When you put your face into the machine and take measurements, the system displays the age of your skin for each of the following five items: texture, pores, spots, wrinkles, and clarity, and also displays your overall skin age as XX years old.
If there are any areas that appear to be worse than their actual age, we can suggest ways to improve them.
Then, after the esthetic treatment has been carried out, it is measured again, and the system allows the user to feel the effects of the treatment not through the senses, but through the numerical display of "age.
Furthermore, based on the concept of suggesting cosmetics that suit the skin, cosmetics are commercialized in "five-year increments.
Furthermore, based on the concept of suggesting cosmetics that suit the skin, cosmetics are commercialized in "five-year increments.
（↑ Results of skin analysis of me, Matsumoto. The texture and clarity are higher than my age, 37 years old overall.！！）
Recently, I've been seeing TV commercials with claims such as "for people starting at age 30" or "for people starting at age 50.
However, even at the same age, there are clearly individual differences in the condition of the skin.
It is impossible to judge those individual differences by mere actual age in the first place. However, the need for age-appropriate cosmetics led to skin analysis plus cosmetics in increments of five years. This is something that only a cosmetics manufacturer can do.
However, even at the same age, there are clearly individual differences in the condition of the skin.
It is impossible to judge those individual differences by mere actual age in the first place. However, the need for age-appropriate cosmetics led to skin analysis plus cosmetics in increments of five years. This is something that only a cosmetics manufacturer can do.
It's like a doctor diagnosing and prescribing medication based on x-rays and blood tests, and prescribing cosmetics based on skin analysis.
It's like a doctor prescribing medicine after diagnosing your skin with X-rays and blood tests.
It is a system that makes it easy for customers to feel the effects and improvements.
Because we have this kind of machine and product system in our employee training system, it has led to the fact that 74% of the people who have tried our products actually decide to pay to continue using them, just like at President Hiroi's Ito store.
The manager of one of Ito's member stores, which has been doing well, said
The manager of one of our member stores in Ito, who has been doing well, said honestly, "Every day, I am impressed by the customers, and I am also impressed every day.
The manager of one of the member stores in Ito, who has been doing very well, told me honestly how much fun it is to work here.
Every day, I am delighted by my customers, receive payment, and spread the word to my friends.
It is a system backed by reliable technology, products, and tools, but when I asked the manager about the key to success, he said the answer was not technology, products, or tools.
The key to success, however, is not the technology, products, or tools, but the fact that the store manager understands that "we really care about our customers.
It's like a doctor prescribing medicine after diagnosing your skin with X-rays and blood tests.
It is a system that makes it easy for customers to feel the effects and improvements.
Because we have this kind of machine and product system in our employee training system, it has led to the fact that 74% of the people who have tried our products actually decide to pay to continue using them, just like at President Hiroi's Ito store.
The manager of one of Ito's member stores, which has been doing well, said
The manager of one of our member stores in Ito, who has been doing well, said honestly, "Every day, I am impressed by the customers, and I am also impressed every day.
The manager of one of the member stores in Ito, who has been doing very well, told me honestly how much fun it is to work here.
Every day, I am delighted by my customers, receive payment, and spread the word to my friends.
It is a system backed by reliable technology, products, and tools, but when I asked the manager about the key to success, he said the answer was not technology, products, or tools.
The key to success, however, is not the technology, products, or tools, but the fact that the store manager understands that "we really care about our customers.
Staff enthusiasm and passion
Solid technology, products and tools.
In a way, this may be the minimum quality of esthetic treatment.
In addition to that, the manager told me that the service that "they really care about you" is a big differentiator.
Teamwork is important," said the manager.
Unlike a restaurant, the service is provided in a private room, so it tends to be "one-on-one service.
In order to maintain a certain level of service quality, it is important for the entire store team to work together as a team, which goes beyond individual competence.
What kind of organizational culture should be fostered in a workplace with only women? This is also an important area of know-how built by the headquarters.
The know-how to skillfully link the goals of the individual, the team, the company, and most importantly, the customers, has led to the customers feeling that this is a person and a store that really cares about them. And the manager and each of the staff can feel that this leads to customer satisfaction every day.
I can feel that the know-how to succeed in esthetics is condensed in every part of the company.
In a way, this may be the minimum quality of esthetic treatment.
In addition to that, the manager told me that the service that "they really care about you" is a big differentiator.
Teamwork is important," said the manager.
Unlike a restaurant, the service is provided in a private room, so it tends to be "one-on-one service.
In order to maintain a certain level of service quality, it is important for the entire store team to work together as a team, which goes beyond individual competence.
What kind of organizational culture should be fostered in a workplace with only women? This is also an important area of know-how built by the headquarters.
The know-how to skillfully link the goals of the individual, the team, the company, and most importantly, the customers, has led to the customers feeling that this is a person and a store that really cares about them. And the manager and each of the staff can feel that this leads to customer satisfaction every day.
I can feel that the know-how to succeed in esthetics is condensed in every part of the company.
