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Thursday, Mar 28, 2024

Burbank Makeup Studio Faces Future with Optimism

Heaven’s Makeup Bar is launching new marketing efforts in a bid to play up its best features, build buzz and drive sales as it confronts the challenges of being a new business amid a sluggish economy. The Burbank studio, which quietly opened last month, is striking strategic community partnerships, hosting celebrity-studded events and eyeing a possible reality show in hopes of convincing consumers they don’t have to visit department store makeup counters for makeovers. “We wanted to provide the everyday girl a place to get professional makeup services; where they didn’t feel the pressure to purchase a bunch of makeup,” said Co-owner Caron Lunde. The boutique offers services such as full makeup application, eyelash application and eye makeup services. Prices for individual services range from $10 to $45, while packages are priced between $115 and $150. And as a perk, the studio offers guests cocktails while they wait to be glammed up. While nail salons, hair salons and all-inclusive spas reign in the beauty industry, the makeup-centric studio concept is not as common. Being one of the first businesses of its kind on the local scene has come with challenges and risks, including financial dilemmas and troubleshooting the day-to-day operations. And the company is starting at a time when the economy is slowly mending and small beauty businesses are floundering. Funding the makeup studio was a trial, Lunde and her business partner Gabriela Cardenas — both veteran professional makeup artists — relied on their own resources and a bank loan to invest in the business. “The goal now is to get a return on our investment,” Lunde said. Building sales and increasing foot traffic is the most recent challenge for the duo. Cardenas said the studio’s weekend business is the most lucrative, bringing in some 15 clients on a Saturday. The weekday traffic, a focal point for the owners, is considerably slower, bringing in only two or three people daily. Across the board, small salons and spas are reporting difficulties in generating sales, according to a survey conducted by the Professional Beauty Association. In the 2012 First Quarter Survey, the organization found that among salon and spa owners with sales less than $250,000, about 40 percent said building up sales is the biggest challenge they are facing in running their business. In an effort to beat the odds and generate foot traffic, Lunde and Cardenas have participated in various celebrity-studded events, such as this year’s MTV Movie Awards. One month after its soft opening, HMB hosted a public grand-opening celebration, inviting public figures such as Burbank Mayor David Golanski and reality television star Somaya Reece from VH1 show “Love and Hip-Hop.” Lunde and Cardenas also decided to chronicle the “drama” associated with opening a new niche business by filming a new reality show that aims to entertain the public and raise awareness for HMB. The project will focus on the challenges involved in opening a new salon. Lunde, Cardenas and their team of 14 are the subjects of the project. “Whenever you get this many women in this small space there’s always going to be a bit of our lives coming together,” Lunde said. Once filming has finished for the product, the duo will begin pitching to prospective networks. Although they declined to name their target networks, Lunde said the ideal candidate would be one that caters to the fashion and beauty industry. The studio also has partnered with David’s Bridal to help promote its bridal makeup services, recognizing the importance of catering to the $48 billion bridal market. In terms of a business model, Heaven’s Makeup Bar will function much like that of blow dry business Dry Bar, which focuses primarily on hair styling and offers consumers affordable prices. The niche concept has caught fire and the blow dry bar now operates about 15 studios in five states. Lunde and Cardenas — both veteran professional makeup artists — hope to emulate this success with HMB. “There are a few others,” Lunde said of the makeup bar concept. “But hopefully we’ll be one of the first and on the tip of everybody’s tongue.” Joy Forbes, Burbank’s deputy city manager, said the area is a great fit for Heaven’s Makeup Bar’s “boutique-like” format. “It really speaks to Burbank,” she said. The 900-square-foot shop is located in Burbank’s Magnolia Park area, where it is neighbored by local independent shops. Banking on the success of their efforts, Lunde said she and Cardenas hope to start scouting for a second location next year.

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