01.booth

02.furniture

03.cosmetics

2016.11

for Takara Belmont

A design collection proposal as part of a corporate branding plan for Takara Belmont, a Japanese company that specializes in the manufacturing and sales of hairdressing related appliances and cosmetic products, that is also engaged in hair salon consultation and spatial design.
In many industries, speed has a direct impact on the values of their services as can be seen with home deliveries for food items such as pizza and same-day delivery for online shopping. However, in the hairdressing industry, where cheap haircuts are prevalent, people have the perception that “a fast haircut” = “cheap price”. Moreover, the cycle for customers visiting the hair salons is becoming longer year on year, due to financial or time constraints and this has led to many people with partial problems such as hair that has grown to an awkward length, grey hair or damaged hair. To resolve these issues simultaneously, a new form of service called “3/30 (THREE THIRTY)” was developed.
The service is divided into 3 areas, hair cut, hair colouring, and hair treatment. The stores specializing in all the areas offer quality service in the short reasonable length of 30 minutes. So, pressed for time customers can visit the stores with no fuss every 3 weeks, as part of their daily lives. By making this short yet professional service available in between visits to a hair salon for a whole service, a new routine proposed so that people can maintain a clean cut appearance. The space, equipment and cosmetics were all designed to match the new service offering.
The first feature is a compact 1.8m square sized cubicle work unit that enables the beautician to offer a mono-functional service to each customer. The units were designed with the installation location in mind such as the corner of hair salons, or inside a train station or shopping mall that the beauticians who have registered beforehand can freely use them. The availability of the units and reservation can be conducted online, and by holding the smartphone over a device one can make bookings and payments. Next, since the length of this service is only 30 minutes, steel frames were used to create a floating temporary sensation and enable them to blend in with any type of space. The 19mm steel frames used for the units were employed for the chairs, the mirrors, wagons and shelves to create this effect. With the treatment time being short, counter stool type chairs were installed. Due to this, treatment was able to be carried out while checking the balance of the whole body at the same time. For the cosmetic products for hair salons, like shampoo, conditioners and various hair styling items the containers were made so they can contain the product volume to be used up in 3 weeks, and the cosmetic products were developed with importance placed on freshness. The aim was to create a new cycle where the customers will be encouraged to visit the hair salon once the cosmetic products were used up. The design of cosmetic containers conjures up fresh food items for example milk, and the containers are displayed on dedicated shelves, creating a special message that they can only be purchased exclusively in this type of hair salon.
These cosmetic products were stored in a clear refrigerated show case. This enabled the service to be portrayed as fresh and high quality from the spatial point of view, similar to how restaurants that care about quality wine utilize wine cellars as an element of interior design. The working scene for beauticians will become more fluid and treatment for the customers provided with more reliability. This is made possible by networking the stores or spatial units that have implemented the equipment and cosmetic products with the existing hair salons, and sharing the customer list. Concurrently, for the harmonious prosperity with the existing salons, it was designed so the shops that have the original customer list can receive a cut of the sales through the 3/30, even when the customer has visited a different store.
This new service which focuses on superior technique and high value, high turnover, should also contribute to the rise in the spend of each customer and the frequency of their visit. A project that gets to the core of overcoming the issues faced by the current beauty and hair dressing industry from shortage of human resource and exodus of personnel by boosting the motivation of the staff while highlighting the changes in people’s lifestyles with the hair and beauty salons becoming more specialized.

Takara Belmont是一家日本公司，专门从事与美发相关的器具和化妆品的制造和销售，同时也从事美发沙龙咨询和空间设计。

在许多行业，速度对其服务价值有直接影响，从披萨等食品的送货上门和网上购物的当日送货就可以看出这一点。然而，在廉价理发盛行的美发行业，人们认为“快速理发”=“廉价”。此外，由于经济或时间限制，顾客光顾发廊的周期正逐年变长，这导致许多人出现部分问题，如头发长得笨拙、灰白或受损。为了同时解决这些问题，一种名为“3/30(三点半)”的新服务形式应运而生。

服务分为3个领域:理发、染发和美发。在30分钟的合理短时间内，所有区域都有专门的商店提供优质服务。所以，时间紧迫的顾客可以每三周就来一次，不用大惊小怪，这已经成为了他们日常生活的一部分。通过在去发廊的间隙提供这种短而专业的服务，人们可以保持整洁的发型。空间、设备和化妆品的设计都与新服务相匹配。

第一个特点是一个紧凑的1.8万平方英尺的工作隔间，使美容师可以为每位顾客提供单一功能的服务。这些单元在设计时考虑了安装地点，比如在发廊的角落，或者在火车站或购物中心内，预先注册的美容师可以免费使用。可以在网上预订，只要把智能手机放在设备上，就可以进行预订和支付。其次，由于这项服务的长度只有30分钟，钢框架被用来创造一种漂浮的临时感觉，使它们能够融入任何类型的空间。椅子、镜子、马车和架子都使用了19毫米的钢框架，以创造这种效果。由于治疗时间短，采用了台凳式椅子。因此，可以在检查全身平衡的同时进行治疗。对于发廊用的化妆品，如洗发水、护发素和各种发型用品，都是用容器来装3周内用完的量，并且产品的新鲜度是非常重要的。这样做的目的是创造一个新的周期，鼓励顾客在化妆品用完后去美发沙龙。化妆品容器的设计让人联想到新鲜的食品，例如牛奶，容器被陈列在专门的货架上，创造出一种特殊的信息，即它们只能在这种类型的发廊购买。

这些化妆品被存放在一个透明的冷藏陈列柜里。从空间的角度来看，这使得服务被描绘为新鲜和高质量的，类似于关心优质葡萄酒的餐厅如何利用酒窖作为室内设计的一个元素。美容师的工作场景将变得更加流畅，为客户提供更可靠的治疗。这是通过将已实现设备和化妆品的商店或空间单元与现有的发廊联网，并共享客户名单而实现的。与此同时，为了与现有的沙龙和谐繁荣，它的设计使有原始客户名单的商店可以在3月30日获得销售的提成，即使客户已经访问了不同的商店。

这种注重卓越技术、高价值、高流动率的新服务，也应该有助于提高每位顾客的消费和拜访频率。一个项目,可以克服目前所面临的问题的核心美容美发行业和人力资源短缺和大批人员通过提高员工的动机而突出头发的改变人们的生活方式和美容沙龙变得越来越专业。

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