Make an idol with the same style before the concert! Young people in Hangzhou are popular for going to photo studios to spend money on makeup appointments, starting at 198 yuan for services | Makeup | Young people

Recently, the internet celebrity photos generated by the Miao Duck camera have been flashing on various social media platforms. For only 9.9 yuan, AI can quickly generate various styles of photo shoots based on the real photos uploaded by users.

"9.9 yuan resulted in a 399 yuan effect," "Naive Blue and Hippocampus are about to be replaced," and coincidentally, netizens compared them to high-end photo studios that also produce assembly line photos.

Just a few days later, Naive Blue announced the launch of a beauty service: "Extend beauty to life and adapt to more scenarios."

In fact, the offline beauty market has become increasingly active in the past two years, and in Hangzhou, where Mao Geping has been established, personal makeup studios are also opening more and more. Is it trendy for young people to spend money on makeup appointments again?

Photo studio launches new service: no photos, only makeup

In addition to the impact of AI dimensionality reduction, photography institutions such as Innocent Blue and Hippocampus have been facing the dilemma of declining reputation in the past two years. Negative reviews such as high prices, harsh retouching, and assembly line production have frequently appeared on major social media platforms.

"A ID photo costs 180 yuan? It's okay, I'm here to apply makeup." "Later on, I didn't look like it anymore, but I was very satisfied with the makeup and applied a super favorite makeup." On Xiaohongshu, netizens refer to the makeup done with the ID photo as "apply makeup". After taking photos, with the help of a professional makeup artist, one can still rush to the next grand occasion, such as a date, visa application, marriage registration, etc.

In the midst of roast, Naive Blue grasped this point and announced the launch of a separate beauty service last Thursday to meet the needs of girls. According to the official mini program, a total of 11 makeup styles corresponding to different occasions have been launched this time. A lifestyle makeup suitable for dates and gatherings costs 198 yuan, a grand party performance makeup costs 298 yuan, and a spicy girl makeup for listening to music festivals costs 398 yuan

Why is it even more expensive to separate the makeup service from the original photography process and sell it separately? The salesperson explained that the service processes of the two makeup manufacturers are different. The specialized makeup service is priced and lasts from 45 minutes to 90 minutes, adding a pre makeup skincare process. "Details such as eye makeup and concealer will be more refined, and the difference of makeup will be visible to the naked eye."

At present, except for Kerry Center and Joy City stores, the other four stores in Hangzhou have launched makeup services, and several time slots for this weekend have been fully booked.

Personal dressing room enters a business building crowded with young people

It's not just naive blue who is eyeing the cake of "makeup". Recently, many personal makeup studios have emerged in Hangzhou, mostly located in commercial buildings near commercial and residential areas.

Xiao Kai used to work as a live streaming assistant at an MCN agency, occasionally also serving as a makeup artist. "I have put on makeup for many of my friends around me, and everyone gave me good feedback. Later, I resigned and took the exam to become an independent makeup artist." At the end of last year, she opened a dressing room in an office building near Longhu Tianjie, where her friend's beauty agency was located upstairs, bringing in a lot of customers.

"My specialty is makeup on camera, which is quite exaggerated and complicated. It costs around 500 yuan, with some expensive ones costing over a thousand yuan. For example, one time I hand painted a pearl on my face as a 'shark makeup', from noon until dark." Xiao Kai said that when the workday was relatively free, she would also pick up orders for makeup and outdoor photography. Although I was working every day, fortunately, the time was relatively free.

In May of this year, Zhiyu opened a ZY artist dressing room. She has been a commercial makeup artist for many years, mainly applying makeup to celebrities and models. In the past two years, she has noticed the increasing demand for amateur makeup and has decided to start with a small, light budget studio.

Zhiyu is located in Baiyun Building, an old commercial building surrounded by residential communities. The rent is not too high and it gathers many emerging lifestyle formats, such as nail salons, dance studios, yoga and Pilates, with young people often entering and exiting. In the past two years, two makeup studios have opened here one after another, and their business has been good.

Zhiyu's studio has a small area and looks like a dressing room for a program. The mirror of the dressing table is adorned with a circle of fill lights, and the table is filled with a complete set of makeup equipment. Foundation make-up and lipstick should be used according to everyone's skin color and texture. They are well prepared. Lipstick alone has more than 200 color numbers. Zhiyu explained, "Powder puffs and other utensils are disposable, and makeup brushes are meant to be cleaned and reused, as a set of professional makeup brushes costs several thousand yuan."

"The most densely populated dressing room should be near Qianjiang Century City, where services are more high-end and prices are more expensive," said Zhiyu. There are many high-end white-collar office areas in that area, as well as the famous internet celebrity building Lijin International Center.

Who is spending money on makeup?

"What I'm missing is cosmetics? What I'm missing is the hands of a makeup artist!" said Yi Qian, who is about to enter her senior year. She just started putting on her own makeup this year because she's about to enter the autumn recruitment season and wants to appear more energetic during the interview.

Yi Qian said that novice makeup can easily "overturn", making it difficult to see any changes when starting lightly, and it can be a bit scary when drawing heavily. Last month, she made a daily date makeup appointment with her friends in the dressing room. "I witnessed the magical 'head changing technique' in half an hour." Yi Qian, who was amazed by herself, decided to outsource her makeup for major occasions.

"In the past few years, many nail salons and beauty salons included makeup services, charging only a few tens of yuan. However, young people nowadays have a higher aesthetic and are willing to spend more money and find more professional services." Zhiyu found during communication with customers that many young people have ideas about the makeup that suits them, and can accurately propose what kind of eyebrow shape and style they want.

After opening the store for over two months, Zhiyu has painted various distinctive themed makeup styles. For example, many young people make a special look before going to music festivals or concerts. "Last weekend, a few girls arranged to put on their idol makeup. Everyone paired their clothes and makeup, and rushed directly to Shanghai to watch Jolin Tsai's concert."

"In the past two months, more and more customers have been brought in from Xiaohongshu, with the majority being Little Girl Biochemical Love Bean with the same makeup, and occasionally boys." Xiaokai speculates that this is related to the recent popularity of many Korean dressing room experience posts and videos online. Since the beginning of this year, many bloggers she knows have started flying to South Korea frequently. If she hadn't resigned and switched careers, she would have been a member of her peers.

But compared to his previous job, Xiao Kai enjoys dressing up different guests in the dressing room and witnessing important moments in others' lives. For example, after graduation, taking photos with roommates, celebrating birthdays with friends, going on stage to receive awards at the company's annual meeting, and preparing to get their marriage certificate... "I feel everyone's nervous, hopeful, and happy mood, and makeup is a way for them to celebrate life."

Orange and Persimmon Interactive · Urban Express Reporter Chu Fan