How to Run a Successful Beauty Business & Survival Of The Fittest
We all want to run successful businesses- afterall, why turn your passion into a business unless you intend to do well? Theres a lot more to the beauty business than most outsiders see- theres also a lot more to it than beginners think! The Makeup & Hair Industry in my opinion has become a harder industry to break into. Years ago a simple online ad would generate tons of phone calls, emails and opportunities- however, now with the economy things have gotten a lot more competitive.
When the economy first started to slide there were a lot of "new faces" or beginners that flooded the industry because they lost their jobs or needed to supplement income. These "weekenders" have caused quite an affect on the industry in general and since you do not need a license to be a makeup artist- it is a lot easier for just any one to break into the industry.
There were professionals that had been offering beauty services for years - effortlessly and some times lazily- they were not prepared for the economic dip at all. The new faces that are now in the industry are far more "hungry" (some times literally) than a lot of the pros of the past. These new faces have driven down the rates and prices that many makeup artists- pros and intermediates- have been charging for years.
However, in my opinion at this point in the economy -you will see that we are losing the "pros of the past" and some of the "weekenders". The pro's of the past have been unable to become innovative enough to keep up with the changing industry. The weekenders- some of which were not even serious about doing makeup or hair in the first place have gotten discouraged, do not want to put the time in, or cannot compete with older but more innovative pros and innovated newbies.
Regardless of what the economy is doing - innovation is key for the beauty business and any business in general - whether you are an innovative pro or an innovative newbie. For seasoned makeup artists of the past- in this economy, you will find yourself working 3 times harder to make the same money that you did years ago. Job interviews & opportunities have become far more competitive and cut throat- but that does not mean that they do not exist.
Here are some key things for newbies and seasoned makeup artists of the past:
- Innovation: it is important to walk hand and hand with innovation. This means creating new ideas, solutions to problems, and things that do not already exist. For many people in the industry it is a hell of a lot easier for them to steal ideas from other successful businesses, makeup artists & companies. My business alone has been copied by makeup companies, makeup artists, photographers and even makeup schools- who have failed to give any credit to me for the ideas they have stolen. However, I do not get discouraged because when you are innovative you have 1,000 ideas floating through your head all the time - AND- some times they might not be new ideas - but new presentations or ways of conducting business. If you are not doing as well as you would like - its time to sit down or take a drive and let your ideas flow. Some times you will find ideas at the weirdest times and places! Also remember that if you are copying some one elses innovative idea - you are not being innovative. You are simply offering some thing that already exists- and therefore, there is no draw or need for what you are doing or trying to sell.
- Location: location impacts everything. If you live in a bigger city - it is more competitive. However, if you are creative and innovative enough, being in a bigger city is better because there is a larger pool to sell to or service. The only downside of living in a bigger city is that everything costs a lot more - however, regardless of the city there are always places to live on the outskirts of the city. Some times commuting to a job is a lot easier than living in the city itself.
- Rapport: regardless of what you do, your rapport with clients and other businesses is crucial. I have seen, heard and interacted with a lot of individuals and businesses that will slam other businesses. Not only is this a tacky thing to do - but it is also career damaging. You never know who is affiliated with who and you never know who those people know. It is unprofessional to slam other businesses or people that you may one day interact with or the businesses you are competing with. However, if some one asks your opinion about a business and you have concrete facts about how they are or conduct business- it is not necessarily a bad thing to be objective and honest. However, avoid taking shots and saying nasty things about them. - Ya get more flies with honey, right? Client rapport is also very important, especially since word of mouth can be the best advertising. If you get the bride from hell - work with her - instead of working against her. You never know, she may recommend you to her friends. In addition, no one wants to work with a wet blanket - if you are a diva - tone it down. You want to be remembered for your talent, professionalism and capability - nobody likes a complainer. Personality can be everything in this business- never show that you are a diva or insecure with your abilities.
- Keep Learning: it would be arrogant for us to just assume that we know everything because it is impossible to know everything on earth or about your business. By constantly learning you will develop new talents, new connections and new opportunities. I think its always a great thing to learn about some thing you initially have no interest in doing - you might like it. I have seen makeup artists who just did beauty makeup - they then expanded to airbrushing and loved it. I have also seen makeup artists closed minded to doing any special fx or fantasy work - then when presented with it - they adore it. In addition, you may find yourself able to offer new services with new found knowledge.
- Communication: is really important. It is important to keep lines of communication open with businesses, companies, and new and old clients. It is good to check in once in a while and see how things are going with them. You never know, they might just be in need of a makeup artist and ask you to work upcoming events. Its also a good way to keep your name on their tongues - instead of just you resume/file in their computer or cabinet. Mailing lists are also good ways of communication but make sure that you do not come off spammy - always trying to sell people some thing- otherwise you can become annoying to people. Facebook and social networking sites are also a good place to communicate - however avoid complaining about personal things, politics, and fighting with people- it's just not becoming. In addition, check in with people on your facebook - otherwise they will not be checking in on you. Be responsive to phone calls and emails. We all have our busy months where the phone and emails are coming at us all day and night. Clients will call you at 11pm for a wedding thats happening a year later. While their booking may not be that urgent it is important to respond to clients in a timely matter. My weakness is my cell phone because it requires me to drop everything and talk with clients when I do not have time. I have recently decided to prompt people to send me an email along with their voicemail and it has helped me keep track of bookings.
- It takes Money to Make Money: while there are a lot of successful people that will slam this saying- theyre out of touch with how business startups go. It does take money to make money - and don't let anybody tell you otherwise. However, it does not have to be a lot of money or a giant bank loan. When starting a beauty business you will need a lot of things - business cards, advertising, website, makeup supplies, makeup cases, transportation etc. My recommendation is that you should work for a while and save your money up - then be very careful and find the best prices for supplies. It is important to think about what you are spending money on and even talk to other pros (remember when I said keep a good rapport? now is a rewarding time!).
- Another good thing to do when buying supplies is to break down how much each item costs like business cards (so you're not throwing them all around town). Figure out what your item costs and how much return (money) you will get from it. For example if you are working a special fx makeup job and you are making $100 - it doesnt make sense to buy additional supplies for $75 because you will only be taking home $25. Although you may use those items in the future - some times buying additional supplies for specific jobs just doesnt pay off. You need to focus your money on supplies that will have an immediate return in money. If some thing does not have an immediate return and a profit - some times it is not worth spending the money on that product. For example - going to MAC and seeing their new line - with yellow eyeshadows and lots of glitter. The product may look awesome and you may think you need it -- but what is the return for profit? You most likely will not use these products on clients -especially if you just do bridal. Don't buy that stuff!
- Avoid Some "UNPAID" Opportunities: while it is good to take some unpaid opportunities - there are so many people at this point pushing their unpaid opportunities. It is some times better to weigh your options and be selective when dealing with unpaid opportunities. Unpaid opportunities from photographers and fashion shows - usually never pay off in the end. Last minute photographers looking for makeup artists on the fly - will most likely pull the same line the next time they are looking for a makeup artist. When they do have paying jobs- theyre usually doing it themselves or hiring friends and family. In addition, you will end up traveling half way around the world for these people and spending too much time and money there. However, if you have an unpaid opportunity where the people need you for a short amount of time, on an off peak day, they have exceptional work, the project is really intricate or unique, the people are good people or fun people -or the people are supplying everything for you to use- do it! I have taken some unpaid opportunities in the past, they were hard work but I have photos and resume credits that have helped me succeed big time. Some of these worthwhile opportunities include any thing with celebrities or huge companies that can be resume trophies.
- Willingness to Change: one of the biggest faults of older or seasoned makeup artists that were working before the recession is that they do not have a will to change. This will to change is like your will to live!These artists failed to get organized enough to work with the economy and chose to work against it and themselves. But, they soon found out that the money isn't flowing like wine! It's flowing like jolt cola into a styrofoam cup.lol. They refused to change their rates to accomodate the economy. They refused to do without their luxuries on a personal level. They refused to change the inner workings of their business. They did not understand or do not understand what sells, what people want, or how to save themselves. You must have a willingness to change the entire way you live, the luxuries you have, and the inner workings of your business to survive or succeed in the recession. This may include doing without novelty makeup kit items or even buying things that do not have an immediate profitability.
- Hard Work & Sacrifice: this is one of the most crucial things for surviving and succeeding in the recession. It is important to be commited to what you are doing. As a makeup artist you don't always get a pay check - like if you were working on office job. There usually are no health benefits, 401Ks, or vacation days. Theres a lot of people that will look down at makeup artists because it is a service industry. However, makeup artistry enables you to be your own voice, make your own choices, be your own boss, and control your schedule. Things are a lot harder than they used to be and you will find that you are working 3 times as hard to make the same money (I have actually calculated it and talked to others- it seriously is about 3 times harder). You will feel as though you are worked to the bone some times and think that you cannot handle any more. However, if this is what you truly want to do and you believe it's who you are - you will find yourself putting in the work and having faith that one day the economy will fix itself. You will watch your credit cards get charged up and you will do things that you never did before- just to break even. However, the biggest return is that you are doing it for yourself - and when the economy does improve-the knowledge you have gained from working through the recession will have made you innovative and recession proof. It's just a matter of surviving this economy. Hang in there gals and guys!
