How to set up a business selling expensive perfumes. Buying and distributing high-quality analogues of branded perfumes as an opportunity to start your own perfume business

Despite the fact that perfumery does not belong to the category of essential goods, the demand for it almost never falls. Naturally, the regular customers of perfumery stores are mostly women. Statistics show that the fair sex spend about a tenth of their income on perfumes. Nevertheless, on the eve of the holidays, the demand for men's fragrances also increases. Naturally, it is advisable to maintain the assortment of the store based on regular customers, but for the holidays it is worth increasing the number of men's perfumes. By the way, the production of Russian cosmetics is in a depressed state, therefore, for the most part, foreign-made perfumes are on the market.

The disadvantages of the perfume business include the fact that it will no longer be possible to occupy a niche by displacing any major player. In all major cities there are shops of world famous brands. It is not advisable to open a perfume shop in small towns, since the purchasing power of their inhabitants is extremely limited. Of course, in such cities there is practically no competition, however, the demand for perfumes there is extremely low, so, most likely, the store will operate at a loss.

A good option for a novice entrepreneur would be to open a franchise perfume store. IN this case you will have to give up the prospect of development and periodic deductions of funds for the use of the trademark. However, running a perfume business in this format has its advantages, in particular, the new store will be assisted in window dressing, assortment selection, and will also be provided corporate logo, due to the popularity of which more customers can be attracted to the store.

room

A perfume shop should be opened near shopping centers and office buildings. If in the first case one can hope that people, having come to the shopping center, will purchase several bottles of perfume along the way, then in the second case, office workers who want to buy perfume for any holiday or corporate event will be the main customers.

You can also open a small perfume shop in the middle of a residential area, with the expectation that its residents will become the main target audience. In this case, it is imperative to study the infrastructure, since there may already be a similar point there. In a residential area, it is better to open a store on the ground floor, since not all people will want to go up to the second or third floor. Of course, the traffic in the residential area will be lower, but the cost of rent is correspondingly lower.

The optimal area of a perfume shop is 50-60 square meters. m. Taking into account the fact that the main visitors will be women, the design of the store must be made appropriate. The development of the interior of the premises can be ordered from the company that will carry out the repair work.

Equipment

To equip a perfume shop you need to purchase:

Cash register - 1 pc.;
Shelves - 15-20 pieces;
Glass showcases - 6-8 pieces;
Glass shelves - 8-10 pcs.

In general, the equipment is typical for almost any ordinary store, its total will fluctuate between 250-270 thousand rubles.

Staff

For the functioning of a perfume shop, its staff must include:

Manager - 1 person;
Senior salesperson - 1 person;
Seller - 3 people;
Cleaning lady - 1 person;
Accountant - 1 person.

In the pre-holiday months, it is advisable to hire an additional seller, since during these periods there are 1.5-2 times more visitors.

Costs and payback

The estimated amount of capital expenditures for entering the perfumery business is 3.25-3.27 million rubles. will be distributed cash something like this:

Repair of the premises - 100 thousand rubles;
Purchase of equipment - 250-270 thousand rubles;
Purchase of a consignment of goods - 2.5 million rubles;
Advertising - 100 thousand rubles;
Working capital - 300 thousand rubles.

Monthly expenses:

Rent - 70 thousand rubles;
Salary fund - 250 thousand rubles;
Advertising - 15 thousand rubles;
Others - 5 thousand rubles.

Total: 340 thousand rubles.

The average monthly revenue of such a perfume store is about 1.5 million rubles, while the margin on products is 40%. The average monthly profit of the store is 90 thousand rubles. Thus, the approximate payback period for capital expenditures is approximately 3 years.

* Calculations use average data for Russia

From 580 000 ₽

Starting investments

300 000 ₽

60 000 - 100 000 ₽

Net profit

10 months

Payback period

Cosmetics is a sought-after product that you can always earn money on. This is a great option for a women's business that a beginner can handle. How to open a cosmetics store?

The activity of selling cosmetics and perfumes can be a profitable business. Every year the beauty industry develops and popularizes, new cosmetic products appear - all this contributes to the fact that the demand for cosmetics and perfumes is growing. According to opinion polls, women are ready to spend 15% of their income on cosmetics every month.

How to choose the specialization of a cosmetics store

At the preliminary stage, you need to decide on the direction of the store and its assortment. This choice directly depends on the amount of investments, location and the ability to supply a particular product. Some stores offer a wide range of products, while others, on the contrary, choose a narrow segment and specific products. In large cities, not only single cosmetics stores are represented, but also entire retail chains. Therefore, it is better to open a store with a narrow focus there, forming an assortment of unique offers. This will allow you to compete with large networkers. If you are planning to open a cosmetics store in a small town, then it is better to give preference to the classic store model in order to reach a wide range of target audience.

What else you need to pay attention to when choosing the direction of a cosmetics store:

Cosmetics store location. For example, if retail point located in a residential area, it is more expedient to focus on a rich selection of products and affordable prices. In the city center you can open a shop of elite cosmetics and perfumery.

Competition. Trade in unique goods will be successful only in the absence of direct competitors.

The main formats of cosmetics and perfumery stores:

Shop of elite cosmetics and perfumery. The target audience is clients with an income above average. The offered goods must be of high quality, belong to famous and luxury brands. Therefore, such a store will require serious investments. An elite cosmetics store is best opened in the city center or in prestigious areas.

Shop of professional cosmetics for nails. Target audience - nail design studios and private manicure masters. Required to open small area, even an island in a shopping center will do, and minimum costs. Such an outlet may be part of a salon where manicure and pedicure services are provided or located next to them.

Shop of natural cosmetics. Natural cosmetics are very popular in high demand due to the popularity of the topic of environmental friendliness and healthy lifestyle life. But in order to win your customer, you need to pay Special attention advertising. the theme of environmental friendliness is popular.

Brand shop of decorative cosmetics. You can become an official representative of a famous brand. To date, many cosmetic brands offer cooperation. The advantage of this idea is that from the very start your business gets a recognizable name and a good reputation. However, the downside is dependence on a partner and competition - if you want to cooperate with a brand, you may be faced with the fact that there is already a representative in your city. To open such a store, you need to conclude an official agreement confirming the dealership.

Medical cosmetics shop. Such stores specialize in pharmaceutical and medical cosmetics. A retail outlet will require a small room or department in a large pharmacy supermarket. A medical cosmetics store is recommended to be located near pharmacies, health centers, cosmetologist's offices, dermatological clinics.

Arab or Oriental cosmetics and perfumery shop. IN Lately cosmetics from a certain country are gaining popularity. For example, Korean or Japanese cosmetics stores, an Arabic perfume boutique, etc. Trade in specific goods requires the availability of appropriate suppliers. This is the main difficulty. The advantage is the ability to stand out in the market among competitors and attract your target audience.

Shop of professional cosmetics for make-up and make-up artists. The outlet focuses on narrowly focused professionals providing visage and make-up services. It is advisable to locate a professional cosmetics store near beauty salons. You can expand the range of professional equipment and tools.

Home cosmetics store handmade. Handmade goods always arouse the interest of buyers. But due to the specifics of production, the choice of means is often limited. Product certification should also be carefully checked. Therefore, some difficulties may arise in this direction. The most popular product in this segment is soap making.

Shop of natural ecological or organic cosmetics. Today, environmental and organic cosmetics very popular. Often natural products are unreasonably expensive, but still in high demand. Therefore, the sale of such cosmetics is considered a profitable business.

Ready-made ideas for your business

As you can see, there are many directions to open a cosmetics store. Choose what you understand and where the competition is minimal. Today is the most the right way to win over its consumer - to sell cosmetic brands that are not represented or almost unavailable in Russia. The consumer needs to be offered an exclusive, and then he will be interested in your cosmetics store. well-defined the target audience and assortment is the basis of your success.

Legal issue in opening a cosmetics store

Before taking any action to open a cosmetics store, you should understand the legal nuances. The first step in opening a cosmetics store is registering a business. You can register as an LLC or an individual entrepreneur. For a small store, an individual entrepreneur will be enough, but for large ones it is better to choose an LLC. When registering, you will need to indicate the activity code according to the OKVED-2 classifier: 47.75.1 “Retail trade in cosmetics and perfumery goods, except for soap in specialized stores”.

As for the taxation system for a cosmetics store, the USN or UTII will do. The latter option is convenient if the area of the room is no more than 150 sq.m. But for a cosmetics store, the premises will no longer be needed.

Retailing does not require any special permits. To open a store, you need to collect a package of documents, which includes a sanitary and epidemiological conclusion from Rospotrebnadzor, permission from the fire inspectorate, regulatory documents for the store. The entrepreneur must prepare a lease agreement or property documents, a sanitary passport for the premises, an act from the BTI confirming the commissioning of the premises. It will also require contracts for the removal of solid waste, disinfestation and deratization of the premises. In addition, you need to open a bank account and purchase cash register, which is subject to mandatory registration with the Tax Inspectorate.

Ready-made ideas for your business

In general, registering a cosmetics store is quite simple, and at this stage no difficulties should arise. It is also necessary to remember that all cosmetic products must be certified, and when concluding contracts with suppliers, it is necessary to check documents and pay attention to the compliance of products with current requirements.

Effective from July 2012 Technical regulation of the Customs Union, which sets out in detail the procedure for mandatory certification of cosmetic and perfumery products, as well as the requirements for paperwork for goods, and labeling products. It also describes the requirements for packaging, which should contain comprehensive information about the product.

Product certification is carried out by special government laboratories at Rospotrebnadzor. The generalized range of goods subject to mandatory certification is as follows:

cosmetic products - products that help care for the skin of the face, body and hands, hygiene products for the oral cavity and teeth, products for hair and scalp care;

decorative means - everything that is used for make-up, nail cosmetics

perfumery - perfumes, eau de toilette, deodorant, cologne;

toilet soap - liquid, solid, soap paste or powder;

Any cosmetics store must have a complete package of documents for each batch of products.

How to choose a space for a cosmetics store

As with any retail establishment, the cosmetics store location factor plays a role. important role. Favorable location determines 70% of the success of the outlet. When evaluating a place, it is necessary to take into account the characteristics of the area, the ease of parking, the intensity of the pedestrian flow, visibility and noteworthiness, and proximity to similar enterprises.

The main selection criterion is location commercial premises under a cosmetics store. It must be in a place with a lot of foot traffic. What are these places? City center, residential residential area, shopping malls, etc. As a rule, premises for shops are rented on the basement or first floor of an apartment building or an area in a shopping center. A great option would be to open near beauty salons, because your target audience is concentrated there. The advantages of placing a cosmetics store in a shopping center: high traffic, concentration of the target audience. The advantages of placing a store in a residential area: savings on renting retail space, walking distance for residents of houses.

Before making a choice in favor of a particular premises, be sure to monitor competitors: it is better to avoid proximity to cosmetic hypermarkets, branded cosmetics stores and your direct competitors. Also study the operational characteristics of the premises. There are no special requirements for the premises for a cosmetics store.

The minimum area of the rented premises is 40 sq.m. if you plan to open a cosmetics store with a good assortment. For a small trading floor, 25 sq.m. will be enough. It is important to remember that in addition to the trading floor, the rented area should be enough for a warehouse and premises for households. needs. Rent of commercial premises with a total area of 40 sq.m. on average in Russia it costs about 30-40 thousand rubles a month.

Average rental value of commercial premises of various sizes in Russia, RUB*

*according to the analysis of ads on the Avito website as of 20.09.2018

Ready-made ideas for your business

You should pay attention to the layout of the cosmetics store - shopping room should be square or rectangular, without unnecessary bends - this will allow you to more conveniently place the showcase and make the most efficient use of the available space. It would be a huge plus if there are large display windows in the room. This will allow you to design a storefront that will attract customers from the street. It is also recommended to look for refurbished premises in order to speed up the project launch process and save on finishing works. There are no special requirements for repairs - it is necessary that the room be clean and tidy. But there must be high-quality lighting.

How to design a retail space for a cosmetics store

The retail space should be well lit and have a pleasant interior that would emphasize the product. Also, if the room allows the creation of a glazed showcase, it should also be arranged.

The basic principles of designing a cosmetics store:

island zoning of the retail space - each brand has its own stands, decorated in the appropriate style;

color gradation of prices for goods (for example, highlight super-offers with green price tags, economy positions with yellow, etc.);

contrasting colors in the design (white and black, red and white, etc.). But at the same time, it is undesirable to use too bright and flashy shades that will distract and annoy customers.

What equipment is required for a cosmetics store

The main element in the design of a cosmetics store is commercial equipment - racks, showcases, shelves, a cash counter, a cash register. When determining the amount of necessary commercial equipment, it is necessary to rely on the volume of goods. It is not recommended to place it too close to each other so that a potential buyer can easily see each sample. The most popular models should be placed in the most prominent places of the showcase.

All products are arranged according to the type of product (racks with decorative cosmetics, shelves with perfumes, etc.) or sorted by brands. If the store operates in a self-service format, shopping areas should be equipped with open windows, island and wall-mounted racks. If you plan a classic store format, then you will need to install special glass showcases.

In order to equip a trading floor with an area of 30 sq.m., you will need to spend about 150 thousand rubles. Keep in mind that according to statistics, losses from theft can be from 5 to 10% of the turnover of the outlet, so if possible, it is worth spending money on anti-theft equipment.

The basics of displaying goods in a cosmetics store:

position the product so that it is clearly visible;

make orderly commodity compositions;

consider product compatibility, take care of a successful product neighborhood;

use wisely and rationally retail space, showcases and equipment;

monitor the availability of the entire list of goods, as well as its quality (keeping in proper conditions, compliance with expiration dates, etc.).

When laying out products, remember that products that are located at eye or hand level are bought unconsciously. Therefore, it is worth placing more expensive goods there, and lowering the cheapest ones to the lower shelves. It is also beneficial to create showcases and racks that offer visitors seasonal goods. For example, in summer it will be deodorants, tanning products, and in winter - hand creams, hygienic lipsticks, etc.

How to create an assortment of a cosmetics store

The assortment of a cosmetics store is determined based on the trade format and the size of the premises. The main condition is the complete filling of showcases, but the absence of piling up of goods. Half-empty stands can scare away customers, and cluttered windows can be very difficult to navigate. The first batch of goods should not be too large. Until you know what demand this or that product will be, it is better to purchase a small batch and analyze sales. Based on the specifics of demand and the conditions of suppliers, it will be necessary to purchase additional goods. The main thing in this matter is to correctly calculate the required volume of goods in order to diversify the assortment, but to avoid oversaturation of product shelves.

Before forming an assortment, a thorough analysis of the market, suppliers and assortment of competing stores should be carried out. This will allow you to determine consumer demand and select products in such a way as to create a unique offer in the market. A competent approach to the choice of assortment will allow you to avoid unnecessary inventory, reduce the likelihood of illiquid assets, increase turnover, create competitive advantages and attract a potential buyer. Carefully study the reviews of suppliers and the quality of their products. According to statistics, about 30% of all cosmetic products are contraband or fake.

Forming an assortment may seem complicated, but do not worry. Over time, you will find the most successful ratio of goods on the shelves of the store, and first you should focus on proven and sought-after mass-market products and advertised new items.

The initial purchase of goods will require about 300 thousand rubles. The assortment should include products of various price categories, here is their approximate ratio:

Cheap goods - 50%

Average cost - 30%

Expensive goods – 20%.

The percentage depends on many factors, such as the location of the store, the population, the economic situation in the country, etc.

decorative cosmetics (lipstick, mascara, powder, shadows, etc.);

skin care;

body care;

hair care;

perfumery.

As for trade margins, they usually make up 20-50% for cosmetic products, and 50-100% for perfumery. In addition to the cosmetics and perfumes themselves, you can sell various accessories - this will increase your profits. You can diversify the assortment with jewelry, glasses, cosmetic bags, hair accessories and more.

Another important point in the purchase of goods is the search for suppliers. The ideal option would be cooperation with large wholesale suppliers who have already established themselves in the market. On the Internet you can find all the necessary information: terms of cooperation, catalogs, reviews. Work only with those suppliers who can provide you with a guarantee of quality. In addition to well-known brands that are widely represented in the market, try to find a brand that is not listed in other stores. A unique offer can become your competitive advantage.

How to choose cosmetics store staff

Competent staff is the key to the success of a cosmetics store. Therefore, the selection of personnel should be approached with special responsibility. The main staff in the store are sales assistants. The number of sales assistants depends on the area of the store and its work schedule. For example, for a small store with an area of 40 sq. m., four sales assistants working two through two will be enough. In addition, to ensure business processes, you will need an accountant, personnel officer, commodity manager. These functions, if necessary, can be performed by the entrepreneur himself.

Portrait of a sales assistant: a young girl, smiling and polite, who knows a lot about cosmetics and knows how to convey information to the buyer in an understandable way. Practice shows that it is this type of seller that inspires the most confidence in the average buyer. The key criteria in the selection of personnel are communication skills, responsibility, courtesy, and the ability to work with people. Before starting work, salespeople must be trained to familiarize themselves with the range of products, their characteristics and sales technology.

To help the buyer, consultants must know the product, its characteristics, be able to correctly answer various questions. Therefore, staff training may be required. If there is a financial opportunity, you can send your employees to various trainings. For training, the staff not only gets acquainted with the technology of sales, but also receives highly specialized knowledge on the types of perfumery and cosmetic products. famous brands cosmetics regularly conduct trainings and seminars for employees of the beauty industry. Some of these events are free to attend.

The preparatory stage lasts about two months, during which it is envisaged to go through registration procedures, establish partnerships with suppliers, search for suitable premises, recruit personnel, purchase equipment and goods, and design a retail space.

How to promote a cosmetics store from scratch

Store promotion tools are selected depending on the advertising budget. What methods can be used to promote a cosmetics store from scratch:

Use a special SMS service that will notify potential customers about the opening of a new store.

Place information about the store in city electronic directories.

Attract visitors with discount and discount programs.

A decorated shop window also acts as an advertising tool, which will attract the attention of potential customers. According to marketing research, 70% of customers enter the store because they are attracted to a beautifully designed window display. The cost of window dressing is an average of 25,000 rubles.

Some distributors provide support to their partners and even partially cover advertising costs. The advertising budget of a cosmetics store in the first months of operation should be at least 30 thousand rubles. After that, you can reduce advertising costs to 10 thousand rubles per month.

It will take an average of 2 to 5 months to promote the store and reach the desired sales volumes - during this time, buyers have time to get to know and get used to the new outlet.

How much does it cost to open a cosmetics store from scratch

To open a cosmetics store, you need to calculate the amount of initial investment. To do this, you need to determine the cost of acquiring equipment, the initial purchase of goods and advertising promotion. Main articles initial costs reflected in the table.

Initial investment

Also, as part of the business plan for a cosmetics store, it is necessary to calculate the approximate amount of monthly expenses. They are divided into variables and constants. Variable costs consists of the cost of acquiring goods and transporting them. Fixed expenses consist of rent, utilities, payroll, advertising expenses, taxes and depreciation.

Cosmetics store fixed costs

Thus, the fixed monthly expenses for the cosmetics store will amount to 177,000 rubles.

How much does a cosmetics store earn

The calculation of future income is based on the fact that the trade margin for cosmetics and perfumes is 30-100%. Be prepared for the fact that the first few months you will work at a loss or with a meager profit, as it will take some time to attract buyers.

The daily income of the store is 10 thousand rubles per month. With an average check of 700 rubles, for such a volume of revenue, 14-15 clients are needed. Then your monthly income will be 300 thousand rubles. From here we subtract the monthly expenses and the cost price (purchase value) of the goods. We get a net profit of 60-100 thousand rubles.

Monthly income - 300,000 ₽

Net profit - 80 000 ₽

Payback - approximately 10 months

Average profitability this business is 10%, that is, you can recoup the initial investment in the amount of 600 thousand rubles in about 10 months.

It should also be noted that before the holidays (March 8, February 14, New Year) revenue will be much higher. Popular stores can earn quarterly revenue during the two-week pre-holiday period. Keep this in mind when writing your makeup store business plan to open just before the holidays when sales are expected to increase.

After you think through all the stages of launching a project and draw up a business plan, where you calculate how much money will be needed for implementation, you need to draw up calendar plan. This is done in order to understand exactly when you can open a cosmetics store. It usually takes 4-5 months to launch such a project.

What risks can the owner of a cosmetics store face?

When planning to set up a cosmetics store, be sure to consider the risks. The main threat to this business is high competition. Since the cosmetics market is quite saturated and competition is high (in particular, due to large retailers), the behavior of competitors can have a strong influence. To minimize it, you need to create your own client base, constant monitoring of the market, a competent and flexible pricing policy, a customer loyalty program, exemplary service, formation competitive advantage and creating unique selling propositions.

Another risk is associated with an increase in purchase prices for goods, unscrupulous suppliers. In the first case, there is a risk of increasing costs and, as a result, the selling price, which may negatively affect demand. In the second case, the risk is associated with interruptions in the trading process due to a lack of goods. It is possible to reduce the likelihood of these threats with a competent choice of suppliers and the inclusion in the contract of all necessary conditions that provide liability supplier in case of violation.

The next risk - an insufficient level of demand - is one of the most probable and may arise both due to the low solvency of demand, and due to high distribution costs. It is possible to reduce the risk with careful planning of store activities and financial results, the competent formation of the assortment and the choice of retail space, holding various promotions and discounts, stimulating repeat purchases, flexible pricing.

All women want to be beautiful, young and well-groomed. To help them, hundreds of shops with the necessary cosmetic products. A modern woman is ready to spend at least 15% of her income on the purchase of cosmetics and perfumes. Many are ready to save even on food, but provide themselves with the necessary beauty products. Therefore, the business on these goods is consistently popular and has a constant demand. To run a win-win business with minimal risks and clear calculations of efficiency, it is required to write a business plan for a cosmetics and perfumery store, an example of which we will present in this article.

Project Summary

Cosmetics and perfumes are sold everywhere, even in the smallest cities of the country. However, only girls and women with high incomes spend large amounts, so it is better to open such a store with a population of at least 500-800 thousand inhabitants, where there is a sufficient number of target audience. It is planned to open a cosmetics and perfumery store in a large city in Russia. Despite the strong competition in almost all areas, demand is high, so we will create a store that will combine a good assortment, excellent quality of goods, a high level of service and an advantageous location of the outlet.

The store is open daily, from 10:00 to 21:00, without days off and breaks. Once a month - the last Monday of the month - the technical day for inventory.

Our store will provide offers for the most common cosmetics among the main target audience, as well as more than 30% of the range of natural cosmetics.

The main target audience of the store:

Women from 25 to 45 years old (40%).
Girls from 16 to 24 years old (30%).
Women from 46 to 60 years old (20%).
Men from 30 to 50 years old. (10%).

It should not be forgotten that men often go to such stores to buy their beloved women with or without reason, and also buy hygiene products and perfumes for themselves. Basically, they buy perfumes, but every fifth male buyer can also buy some cosmetics (creams, hygiene products, kits).

Our cosmetics and perfumery store will target middle- and high-income buyers.

Competitors:

Online stores of cosmetics and perfumery.
similar stores.
Hypermarkets with departments of cosmetics and other goods.

Each of the competitors can and should be fought. It is important to know the competitor "in person", to analyze the range and prices, advantages and disadvantages. Then draw up your successful company policy and marketing strategy not difficult.

Main business risks:

To take into account all financial and marketing risks, you will need to draw up a business plan for a cosmetics and perfumery store with calculations, which will take into account all the main costs, investments in rent, interior, advertising, the cost of commercial equipment and the amount for the first purchase. This is necessary in order to calculate the profitability and payback period of the store opening project.

Registration and registration

To open a store, you will need to register with the tax authorities. Because we have one single founder, work with legal entities we do not plan, registration of an individual entrepreneur will be enough.

We will choose a simplified taxation system based on the “income minus expenses” system.

OKVED: 47.11 and 47.91.1, in case of online sales.

We do not need to spend a lot of time on reporting, to hire a separate accountant for this. All documentation will be maintained by the entrepreneur himself.

The cost of registering an individual entrepreneur is 800 rubles.

You still need to get permission from the Fire Inspectorate.

For everything about everything, no more than 2-3 thousand rubles will be needed.

Search for premises and commercial equipment

When opening a cosmetics store important point is precisely the location of the outlet, tk. in 90% of cases, women make such purchases impulsively. Therefore, we rent premises in a large area of the city, always in an actively traveled place, close to public transport stops and next to other stores with a similar target audience.

For our store, average in terms of parameters, 30 sq. m. The main space is a trading floor; 10 sq. m - a bathroom and a mini-warehouse for goods. The cost of such premises will be about 30 thousand rubles.

The premises will need to be redecorated in the amount of 150 thousand rubles. Every month it will be necessary to pay utility bills of 5 thousand rubles.

Equipment is required to place goods. These are racks, shelves, showcases, furniture and equipment for staff. Shop equipment to minimize costs, we will buy used ones in good condition.

Equipment estimate:

Name	price, rub.	Quantity	Amount, rub.
High glass shelving	5000	3	15 000
Low display cabinet for cosmetics	4 000	2	20 000
Showcase island for perfumery	5 000	2	10 000
Reception desk for cash desk	5 000	1	5 000
Armchair, laptop for cashier	20 000	1	20 000
Lighting devices (spot lighting, showcase lighting)	20 000		20 000
Cash register	5 000		5 000
Alarm system	5 000		5 000
Total			100 000

Assortment and first purchase

You need the right assortment to succeed and grow your revenue. It can be determined only after analyzing competitors, studying information on the Web, and communicating at women's forums in the city. The goal is to determine what women use, what they lack and what brands they prefer.

It is very important to make a successful first purchase. there is a high risk that half of the units will remain on the shelves for a long time. To do this, we analyze demand, draw up top positions that will be sold with the maximum guarantee, and buy a little bit of everything. With increased demand for certain items, it is better to promptly re-order goods than to buy unnecessary brands.

Makeup products (lipstick, mascara, shadows, etc.).
Face and body skin care.
Cosmetics for women 30+.
Hair care.
Body care in summer/winter.
Cosmetics for men.
Perfumes for women/men.

Estimated first purchase of goods:

Name	Amount, rub.
Foundation 1	9 000
Foundation 2	15 000
Powder 1	9 000
Powder 2	6 000
Blush	8 000
Base for shadows	3 000
Shadows	6 000
Pomade	6 000
Mascara 1	12 000
Mascara 2	8 000
Eyeliners	9 000
Eyebrow pencils	4 500
Lip pencils	6 000
Tonics	9 000
Moisturizing cream	9 000
Nourishing cream, BB cream	10 000
Body cream	8 000
Anti-aging cream 1	16 000
Anti-aging cream 2	15 000
Anti-aging cream 3	20 000
Hand cream 1	3 000
Hand cream 2	5 000
Anti-cellulite cream	16 000
Face masks	15 000
Perfume for women 1	15 000
Perfume for women 2	50 000
Perfume for women 3	40 000
Perfume for men 1	15 000
Perfume for men 2	49 000
Total	396 500

This is a small fraction of what should be in a cosmetics and perfumery store. Categories of goods were combined, because face or hand cream alone should be at least 5-6 trademarks, as well as lipsticks, mascaras and various creams. As for perfumes, for women there should be at least 20-25 options to choose from, for men - at least 15 fragrances.

The second purchase should be more deliberate, based on an analysis of demand, the level of need and individual orders clients.

Staff

For the active operation of the store will require a small staff. The entrepreneur himself, together with one hired sales assistant, can also sell goods. In the future, another consultant will be needed, and the entrepreneur will act as a store administrator.

The cost per employee at the start of the business will be about 20 thousand rubles. It is imperative to prescribe the motivation for the seller, which will be based on sales.

The seller's work schedule will be 2/2 in accordance with the store's opening hours.

Accounting, purchase and delivery of goods will be carried out by the entrepreneur independently, as well as an advertising campaign.

Marketing and Advertising

In a competitive environment, even at the stage of creating a business, an analysis of competitors and the target audience will be required. Therefore, marketing and analytics should not be shelved. In addition, do not forget about monitoring competitors at least once a week for similar products and brands.

To open a store, you will need to spend funds on the following tools:

Monthly it will be necessary to spend on the promotion of groups in in social networks, flyers, promotions about 40 thousand rubles. Discounts and promotions must be agreed with suppliers, periodically hold promotions together with manufacturers.

You can use the following suggestions:

When buying 2 sets of eau de toilette, the third - with a 50% discount.
Loyalty card (accumulative system of discounts, depending on the volume of purchases).
Birthday/birthday girl 20% discount on any eau de toilette.

Expenses and income

Here we look at the picture of costs and income, calculate the potential profitability for the 3rd-4th month of the store, determine the sales plans, on the basis of which the requirements for the sales assistant will be formed. We also calculate the profitability and payback period of the initial investment.

Starting costs

Income

In the first few months there will be single sales by passing potential buyers. Starting from about the third month, the store will be visited more often not only for impulsive purchases, but also a base will be formed regular customers and those who came on a recall.

Indicative plan for sales from the 3rd month of the store:

Name	Purchase price, rub.	Quantity	Amount, rub.
Foundation 1	300	20	6 000
Foundation 2	500	10	5 000
Powder 1	300	20	6 000
Powder 2	600	10	3 000
Blush	400	10	4 000
Base for shadows	300	10	3 000
Shadows	300	15	4 500
Pomade	300	20	6 000
Mascara 1	400	30	6 000
Mascara 2	800	10	8 000
Eyeliners	300	30	4 500
Eyebrow pencils	300	15	4 500
Lip pencils	300	20	6 000
Tonics	300	10	3 000
Moisturizing cream	300	10	3 000
Nutritious cream	500	10	5 000
BB cream	500	10	5 000
Body cream	400	10	4 000
Anti-aging cream 1	800	10	8 000
Anti-aging cream 2	1 500	7	10 500
Anti-aging cream 3	2 000	5	10 000
Hand cream 1	150	20	1 500
Hand cream 2	500	10	5 000
Anti-cellulite cream	800	5	4 000
Face masks	150	50	7 500
Perfume for women 1	1 500	10	15 000
Perfume for women 2	5 000	10	25 000
Perfume for women 3	8 000	5	40 000
Perfume for men 1	1 500	10	15 000
Perfume for men 2	7 000	7	49 000
Total			277 000

Excluding the share of suppliers, our income will be about 200 thousand rubles a month.

After deduction monthly payments and taxes will remain about 90 thousand rubles a month.

Return on investment will be about 50%.

The payback period of investments will be about 8 months. Taking into account the fact that the business will not reach the indicated profitability immediately, we should expect a return on investment in 1 year.

Eventually

Retailing cosmetics and perfumes in a large city is a very profitable business. Despite the high level of competition, there is every chance to make good money, actively develop your business, because this area has a high level of demand. The project for the year is to open 2 more such stores throughout the city. In addition, in order to increase sales in the future, an online store will be created with the delivery of products in the region. Profits will increase several times over.

Probably, in every, even a small town, you can see a lot of cosmetics stores that are full of various brands of perfume, and the choice is actually quite good in most of them. Also, do not forget about such large retail chains selling cosmetics as Avon, Oriflame, Yves Rocher and others, whose representatives are everywhere. From all this, the question arises - how to enter the cosmetics market and start competing with all competitors? What to stand out? The answer was found by many entrepreneurs - this is the trade in spirits for bottling.

Yes, this is a narrow niche, but still, due to the crisis, not everyone can buy expensive cosmetics that are packaged in a certain volume, but customers are almost always ready to buy a small tube of good, high-quality perfume.

Business format and search for premises

In large cities, large retail chains are already operating on this principle, but in small cities, this format for selling perfumes can be a great start for a budding entrepreneur.

This business is most likely for women. Since it is they who understand this and can offer the client exactly what he needs. So, consider this fact when recruiting staff for your store.

If you decide to open, then you should start looking for rental space in your city. The first thing you need to consider shopping centers. To start, you can not immediately consider a huge area for a store, 15 - 25 sq.m. will be enough for you, but as an option, if the shopping center is promoted and there are many customers, you can also rent a small shopping island and display at least a minimum of products.

Equipment

Yes, for a bottled perfume business, you will need to purchase special equipment. We are now considering the option when you rented an entire room (not a shopping island) for your store. First, there are the windows. Usually order glass shelving with backlight. Secondly, it is furniture for organizing a workplace for the seller. Thirdly, this is a variety of equipment so that you can pour perfumes right in your department. Fourthly, it is a container for pouring. It can be: glass, plastic and metal. Be sure to stock a variety of bottle colors as well as a variety of form factors. So, for example, it could be:

Glass vials
Colored glass bottles
Atomizers-metal
Vials-sets
Atomizers-plastic
Accessories (sprayers, etc.).

Range

The larger the range of your bottled perfume store, the large quantity you can attract customers. As you know, everyone has different tastes, and perfume is a product that is perceived emotional perception, so you need to give the client as much choice as possible.

Now in the market of draft perfumery there are a huge number of wholesale suppliers of goods that can be found using the Internet. Take a trip to their stores, evaluate the range and decide which suppliers you would like to work with.

Consider both expensive products and cheap perfume segment. So you can cover the maximum possible range of potential customers, depending on their financial situation.

When opening a bottled perfume store, you also need to purchase gift packaging that you can offer to customers, like additional service. This works great. Gift boxes, films and so on, all this will bring you profit.

Advertising

You have launched a perfume trading business, how to promote it? Firstly, if you opened in a mall, then you will already have customers who will visit the mall. Second, advertise in the local newspaper, and start handing out flyers near shopping center, with information about your discovery.

Launch an online store and run on it contextual advertising. The niche is not very competitive and you can even do search engine promotion.

These are not all the marketing tools that can be applied.

How much capital do you need to start?

We will indicate the data for a budget store of bottled cosmetics. Expensive brands we are not affected. All numbers are approximate and will vary from case to case.

Room rental - $200 - $250
Taxes - $150
Salary to the seller - $ 200
Initial purchase of goods - $4000 - $6000
Purchase of equipment - $800 - $1000
Advertising — $250 (+ advertising on the Internet).

Product markup

Costs are good, but you also need to know how much you can earn? The answer to this question contains many nuances, but still we will give an approximate margin in this niche. So the average markup on perfumes for bottling is 100% - 200%. Agree, it's very good earnings and a very attractive one.

Brief conclusion. Selling bulk perfumes is a very profitable business, and a great start for a budding entrepreneur. In order to earn solid amounts, you will need to run not one but several outlets, and this is another incentive to scale.

Upon returning from yet another trip to Europe, Veronika was obsessed with the idea of creating personal fragrances for clients. Such a service is gaining popularity, primarily in France and Italy, where it is in demand among wealthy people.

This is how Aromaobraz appeared - a perfume studio, the owner of which, in addition to performing large corporate orders, provides services to private clients with an exquisite sense of smell.

Brukhovetskaya did not want to quit her main job - psychological consultations, because the implementation of the idea on initial stage didn't make enough money. But, after several months of activity, information about the services of the Aromaobraz atelier reached corporate clients who were interested in expanding their own range. Now Veronica is a frequent guest at trainings and master classes in various organizations who want to take their business to the next level. We share the success story of an ambitious entrepreneur who managed to build a business in a fairly competitive niche.

European trend.

Even in my early youth, I decided that I wanted to do business and work only for myself, since my unbridled nature, in principle, does not provide for following anyone's orders. Since among my hobbies was the study of the nature of human thoughts, actions, motivation, this predetermined the future direction, and I became a professional private psychologist. However, the standard and, in my opinion, ineffective practices of psychological influence were not particularly attractive, I did not see them as an opportunity to provide real help to people in solving personal problems.

Among the numerous books I read on psychology and posts in thematic publics of social networks, I came across a very interesting information about aromatherapy, which has a beneficial effect on people. It turned out that oils and some natural scents can stabilize the subtle mental organization of a person, tune in to positive, right decisions, and allow you to find a way out of the most difficult life situations. Since then, I have seriously delved into the subject of aromatherapy.

It all started with an experimental base: I first tried it on myself and on my friends, after which I decided to introduce this technique during psychological sessions with regular clients. Over time, I wanted to add something new, experiment with flavors, picking and mixing them. To comprehend the intricacies of working with perfumes, it was decided to go to Italy, where there are many recognized masters. While in Florence, I was lucky enough to meet Lorenzo Viloresi, who is famous for his finest sense of smell, and his perfume studio is known throughout European bohemians. In addition to master classes and personal selection of fragrances for clients, he intends to soon establish a museum of perfumery, where the most unique specimens from all over the world will be collected.

In fact, the Italians have a very extraordinary approach to aesthetics and beauty, they have a completely different - expressive philosophy, where money takes almost the last place. Among other sights of Florence, I managed to visit the "Santa Maria Novella" - the famous Italian pharmacy, built by the monarchs in the thirteenth century.

The European trip was not only educational in nature, I went there, first of all, for business purposes, which included studying the specifics of the perfume business and directly ordering raw materials. After Italy, I visited France, where trips were planned to cult regions and institutions. In one small town, I was introduced to the owner of a pharmacy that stocked herbs, oils, and flavored extracts. It was amazing to find Lalique bottles there, pure crystal pieces worth over forty thousand euros.

At one of the trainings where I was invited by my French colleagues, I met an interesting married couple who were passionate about the same industry. Together we continued to travel around the small French villages where the material for extracts is traditionally grown.

It is a pity that for all the fertility of Russian lands, we have practically no people who harvested the same material at the proper level. Just think, but once upon a time the legendary Ernest Beaux lived in Moscow, who created the world-famous brand of perfume - Chanel No. 5. That is, there were all the prerequisites to create the ground for the development of the perfume business in Russia. I really hope that the potential of this business in our homeland will soon be appreciated, and there will be active, enterprising people who will start supplying exclusive raw materials to the local market.

Inventing your own scent.

The trip to the two countries took up to four months in total, resulting in about thirty thousand euros spent. More than half was spent on accommodation, food and endless trips. With the remaining amount, I purchased material and storage containers. Upon arrival home, I was eager to tell everyone around me what a unique experience it was and that my knowledge meant a new level of exclusive services.

First of all, I informed the clients with whom I have been working for a long time. These people know me as a certified, experienced professional, and not be afraid to go for new experiments. Further information began to expand according to the principle network marketing when one of my clients told his five friends, each of whom passed on to his five friends.

I am most attracted to the development of individual fragrances, which allows me to fully reveal my creative potential.

How does the selection process actually work? First of all, we need to understand the intentions of the customer, because the fragrance for a date with the woman you like and the fragrance for office work have completely different strategic goals. The client must inhale several types of mono-aromas and determine to what extent the perfume suits him.

The service does not involve making decisions instead of the client - this is a very important feature. Sometimes a person approaches and asks to literally look at his appearance and choose a fragrance that, in my opinion, will definitely suit him. But working with this technique, the client will not be able to get an individual, classic fragrance, because he must be directly involved in choosing a shade.

Confident people can choose 15-20 shades to mix without hesitation, and as a pro, I'm surprised to see a harmonious combination. But it happens that a person of a different temperament can spend hours tasting fragrances from three bottles and, as a result, choose nothing. Some specific types of shades, such as vetiver and bergamot, often confuse clients.

The initial step is for the client to visit my office, where I provide a line of mono-aromas for testing. With my participation (and without it), a person determines the shades and makes an order for those that he liked. Within two to three weeks in my own laboratory, I mix the extracts, as a result of which I get several working formulas. When the mixtures are ready, I invite the client for a second visit, during which a kind of “fitting” is carried out, when a person wears a scent and decides whether to like it or not. And so the client tries each of the provided formulas.

When he finally decided, I make the final version of a personal perfume. But, before he gets to the client, it takes at least a month. It's about about a special procedure in which the manufactured extract is placed in a special flask and, in complete darkness and dryness, is infused. The finished perfume is handed over to the client in a special bottle, which bears the seal, the signature of the master and the ingredients from which it was developed. The cost of such a product is within 15 thousand rubles. The price is affected by the concentration (the product can be in the form of perfume or eau de toilette) and the volume of liquid (6-30 milliliters). The only thing I don't reveal is the mixing ratios of the extracts.

If desired, the client can make a second order for perfumes with the same composition, which will cost half as much, because a lot of my efforts, time and test material are spent on primary development.

Fragrances for corporate clients.

Work with private customers, with which I started, brought a small profit and hardly went beyond forty thousand rubles. To expand the revenue base, master classes were launched, the participants of which received not only fundamental theory, but also directly learned how to create unique fragrances. I believe that they have acquired invaluable skills that will allow them to become qualified specialists and gather your audience. The cost of education is fixed, and amounts to 1500 rubles, which is quite affordable for the average Russian. Given the popularity of master classes, I decided to do trainings in parallel, which required establishing contacts with various companies.

First corporate clients, to my surprise, they themselves found my site and contacted me. These were representatives of the Svyaznoy company, who, on the eve of March 8, planned to make exclusive presents to their employees. The event was a success, top management was very pleased with the results: the loyalty of employees significantly increased sales.

A very interesting cooperation has developed with the Chivas company, when we made a whole tour of such cities as Moscow, Sochi, Astrakhan, Nizhnevartovsk. There, in the branches of the company, we held two-week master classes together with their managers.

Of particular interest to me is the interaction with various studios and beauty salons, as our target audience is very similar in their interests and mentality. Two years ago, I met a very interesting, active person - Mila Tumanova, who ran the Women's World beauty salon. It turned out that we have a lot in common, ambitious plans for the future to develop our businesses, and we jointly launched master classes.

An important branch of my business is the development of fragrances for rooms, which is very popular and in demand in the West. For marketing purposes, I invited some companies to develop special smells for their meeting rooms, conference rooms, boutiques. The idea was accepted with enthusiasm, and now similar orders are being received from representatives of other companies on an ongoing basis.

Current activities, finances and plans for the future.

In terms of promoting the service, to be honest, I practically do not spend money. From advertising, there is only our website, publics on social networks and, as an auxiliary channel of information about us, word of mouth. The services that I provide are exclusive, have an excellent effect, impact on others, and therefore they are willingly recommended to their friends or relatives.

For all the time that I have been doing the service, about six million rubles have been invested in it, of which the lion's share is aimed at the purchase of accessories, working material and other consumables. I complete up to six individual orders per month, conduct 3-4 corporate master classes and 12-14 general ones. Together with client orders, I have a wide range of ready-made perfumes for corporate premises and for home use. I assign exclusive names to all my perfumes, more often French or Italian.

Often information about my services goes beyond Russia. So, recently I had a client from Turkish Antalya, who constantly orders eau de toilette called "Amour".

The Middle Ages was a significant era in natural perfumery, when the aristocracy used velvet fragrances. I approach my work very responsibly, excluding synthetic notes in any form. In the near future I want to open my own school for the training of perfumers who will be able to work with very high quality material, which would contribute to the development of a new trend in Russia.