(1) The Market Size of Eyelash Extension Salons is Expanding
The market size of eyelash extension salons has continued to expand in recent years. As a background, it is considered that the eyelash extensions themselves have become popular, and customers who want to shorten the makeup time have come to use them regularly.
Based on the survey results of “Cosmetology Census 1st Half 2019” (Recruit Lifestyle Hot Pepper Beauty Academy Co., Ltd.) and the female population surveyed by the Statistics Bureau of the Ministry of Internal Affairs and Communications, the market size of eyelash extension salons is estimated to be about 80 billion yen.
(2) Cosmetologist Qualification is Required For An Eyelash Extension Treatment
In 2003, the Ministry of Health, Labor and Welfare replied that eyelash extensions fall under the cosmetology law, and notified twice in 2004 and 2008. Furthermore, in 2017, the Ministry of Economy, Trade, and Industry announced that a beautician license is required for eyelash extension treatment even if the treatment is only part of the scope.
(3) Specialized Salons are Required To Differentiate From Similar Services and Complex Services
As a method that does not require a beautician license, there are “self-service” shops that teach customers how to apply their own eyelashes. The self-service method appeals to low prices and the fact that you do not have to go to the store at a certain frequency.
In addition, there are cases where eyelash extensions are performed as a menu of general beauty salons, cases where it is operated as an eye beauty salon together with eyebrow, and cases where simultaneous treatment with a nail menu is sung.
Differentiation by specialization as an eyelash extension salon is becoming more and more required.
One of the characteristics of the eyelash extension salon business is that it has a high barrier to entry in terms of opening independently and conducting proper sales. Since it is necessary to have a qualification as a beautician and it is difficult to acquire skills in a general beauty salon, you should go to a school and acquire related qualifications to acquire basic skills. After that, he gained a certain amount of experience at the eyelash extension salon, saved funds for independence, and then started his own business. The staff who perform the treatment also need to acquire qualifications as a beautician and basic skills. It’s not that easy to open because you have to go through this process.
One of the characteristics at the time of opening is that it can be started from a small store, and if the location is good, even a small property can be opened, and the initial investment can be suppressed.
One of the characteristics after opening is that it is a business model that emphasizes the acquisition of fixed customers. Eyelash extensions will continue to go to the salon at regular intervals for repeated maintenance unless the customer stops using eyelash extensions. Therefore, it is important to maintain the repeated use of fixed customers who use their own store by fostering the technical and customer service capabilities of the staff and the atmosphere of the store.
There are two patterns of actual opening, one is to hire a beautician license holder without a beautician license and the other is to open the business by the person who has a beautician license, but here we will focus on the latter pattern. Describe. This is because troubles caused by unlicensed practitioners continued and a beautician license was required.
The opening types are broadly divided into franchise chain affiliated types and new brand new opening types.
(1) Franchise Chain Membership Type
The advantage is that there is a well-established brand and that you can get support from the chain headquarters. It may be advantageous in the opening location.
Disadvantages include being tied to a franchise agreement and the burden of initial membership fees called franchise fees and monthly royalties.
(2) Original brand new Opening Type
The merit is that it is suitable for creating a store that you want. In addition, there is no burden of franchise fees or royalties, which is a great financial advantage.
The disadvantage is that it takes time to get the store operation on track. Another disadvantage is that if you lack the know-how yourself, it is difficult to receive professional support for the management of eyelash extension salons.
(1) Opening Steps
Although it is a relatively long step here, we will describe the opening step with an example of starting by acquiring a beautician qualification with the aim of opening an eyelash extension salon and then opening independently after working at a store.
(2) Necessary Procedures
Assuming that you have a beautician license, the procedure peculiar to opening a business is the procedure for registering a beautician with a health center. Other than that, general opening procedures will be carried out.
The menus shown below are general ones. It is common not to repair extensions at other stores due to problems such as the mixing of adhesives.
- Trial menu
- Normal extension menu (the charge for each number)
- Premium extension option (option fee)
- Repair care
- Remove (off): Replacement
- Other stores remove: replacement
- Remove (off) only
- Eye care menu (moisturizer, etc.)
As mentioned above, a beautician license is essential if you want to open your own business and perform treatments as a salon owner. In addition, it is desirable to have a qualification related to eyelash extensions.
From the perspective of store management, first of all, one’s own technical ability and customer serviceability are important. In many cases, the salon owner’s technical skills and customer service make him a fixed customer. Furthermore, salon owners are required to have the skills to instruct staff and manage store operations.
Opening Funds and Profit/loss Model
(1) Opening Funds
Here, an example of a new opening type of an original brand is described. In the case of franchise chain affiliated type. It is often explained in detail at the business briefings of each chain.
[Example of funds for opening a store with an area of about 20 tsubos]
(2) Profit and Loss Model
a. Sales Plan
Sales were calculated based on the number of business days per year. The number of customers per day, and the average customer unit price are as follows.
b. Profit and Loss Image
Based on the standard financial ratio (*), an example of the image of profit and loss in the case of the corporate form is shown.
c. Monetization Perspective
From the perspective of monetization, the first point is to retain fixed customers. The first step in monetization is to be able to generate stable sales in the form shown in the sales plan.
The second point of view is to improve the unit price per customer. The average unit price of eyelash extensions has risen in recent years. But the driving force is women in their 30s and 40s. Selling a premium menu that appeals to customers who can afford it economically leads to an increase in unit price.
The third point of view is the expansion of product sales. Since the ratio of so-called technical fees (labor costs) is high. Selling eye care products together is the viewpoint of monetization.
* The figures for opening funds, sales plans, and profit/loss images will vary depending on store opening conditions.