Beauty Store Business

JUN 2016

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44 June 2016 | beautystorebusiness.com BEST OF BOTH WORLDS ARTIST: Genna Khein, Freelance Stylist & MUA, Owner of Beauty on the Block Instagram: @gennakhein & @gennamuah & @beautyontheblock Website: gennakhein.com Let's face it—there are benefits of own- ing a mobile business and of working from a studio or salon. No one under- stands this better than Genna Khein, who has not only built a successful freelance hair and makeup business, particularly in the bridal industry, but who is also the owner and CEO of her own studio, Beauty on the Block. By tap- ping into both markets, Khein has gained a unique perspective on what it takes to successfully build a business and turn one's artistry into a brand. So what came first? After a modeling career turned her longtime love of hair and makeup into a career opportunity, Khein stepped behind the camera to commit to cosmetology full time. For four years, she worked as a freelance hairstylist and makeup artist. But Khein soon learned that working freelance didn't necessarily afford her the per- sonal-branding opportunities she craved, and she decided to open her own studio. "I was tired of having to own up to someone all the time, and I wanted to be able to take credit for my work, to build a name for myself with my own style," Khein says. "The ability to make my own hours and schedule, as well as the opportunity to work one-on-one with my clients in a private setting, made it all the more appealing." Now, she is able to offer clients a vari- ety of options. She can still take off-site gigs for those seeking optimum conve- nience. Meanwhile, the studio offers Khein a home base to take regular clients for cut and color services, or to accommodate bridal parties in from out of town. When she does travel to hotels, homes or wedding venues for bridal clients, Khein offers it as a premium service. "Going mobile is definitely great and convenient for the client. They don't have to do much of anything; they just wait for me to arrive," she explains. "For me, driving takes time, gas, and wear and tear on my car; and unloading my equipment out of my car and hauling it all to hotel rooms or up apartment stairs, etc., makes it not so convenient for me." Offering the service for a premium price allows Khein to cover these costs and ensure as smooth an experience for the client as they might get in the salon. Khein's list of services offers every- thing from editorial and on-set styling, balayage highlighting and creative color to airbrushed makeup and tattoo cover-up. But, her true calling has proven to be working with brides. It's in this market that she's truly been able to brand herself as an expert, working as a lead stylist for one of the top bridal beauty agen- cies for nearly four years and appearing on TV shows, such as David Tutera's service speaks for itself. "There are a lot of things that go into being a makeup artist that other people just don't think about. And when you can show up to a random location and get to work without blinking an eye, that will show that you are dedicated and professional, and you will do the job that needs to be done. I think that when a client sees this, they already have a personal relationship with you. They see that you took the time to think about them and make sure you were there for them no matter what; and that makes them want to know you; that makes them want to hire you in the future." CHALLENGES Competing with enthusiasts. "Social media makes it so easy to advertise nowadays, but it's still a tricky busi- ness," Turpen says. "There are so many makeup enthusiasts out there now [who] tend to take the light away from work- ing makeup artists." For this reason she recommends enlisting other professional tools to market your businesses. "Noth- ing beats a well-designed website to showcase your work in a professional manner," she says. "You definitely have to cater to your audience. A bride might find you on social media, but a producer wants to see a clean, crisp website to show that you mean business." You'll never have a 9-to-5 schedule. "For me, I know that makeup is my life. I eat, sleep, drink, write, learn, do and breathe makeup—and I just don't think that will ever change. I spend a lot of time and money on my job. If I'm not working, I'm cleaning and preparing for the next job, or buying replacements for items in my kit, or creating contracts, or learning about new products. It's a never-ending cycle and I love it, but it's not easy." There will be lulls. "Sometimes, it's nerve-racking when the jobs just aren't there. Sometimes, a client doesn't like your prices; but sometimes they don't understand how much work you put in just for them." Getting others to value your work and efforts. "I think one of the hardest things to overcome when you are a new artist is letting a possible client go because of money. You constantly struggle with the [question], 'Should I lower my price for them?' because you don't want to lose the job. And hey, when you're starting out, that's OK. But, there comes a point in your career, when you realize what you are worth. When you give respect to your clients, they will give that respect back to you." Genna Khein "Your attitude makes all the difference. Your clients can feel your energy. They want to feel pampered and important." – Genna Khein, Owner, Beauty on the Block KEYS TO SUCCESS What daily tools help a beauty boss and independent artist like Genna Khein keep her many tasks in order? She credits a few helpful tools for her success. "My favorite apps are Waze (for traffic), Google Voice (as a separate business number on my actual phone), Square (for collecting payments), Doc Scan (for scanning contracts into PDFs at consultation appointments) and Facetune (to enhance photos before posting)," she shares. But more than anything, she relies on a positive attitude. "[My] success mostly revolves around my attitude. Even if you're having a bad day, your attitude makes all the difference. Your clients can feel your energy. They want to feel pampered and important." Images courtesy of Brittany Turpen Image courtesy of Genna Khein

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