Nairel is one of the leaders in the beauty industry in the Pearl River Delta region, not only serving as a standing director unit of the Guangdong Province Beauty and Hairdressing Cosmetics Industry Association but also having been awarded the “Leader China Cosmetic Industry Leadership Brand” by the All-China Federation of Industry and Commerce. Although it has been established for only 10 years, it has already opened more than 100 direct stores in 8 cities nationwide, with store locations mostly in mid-to-high-end shopping centers, street shops, and other core business districts.
In addition to beauty salons, Nairel also encompasses cosmetic hospitals and Nairel beauty and body training schools. All Nairel beauticians undergo 1-3 months of training at the school before taking their positions, and they can only start working after passing the school’s assessment. The care products used in Nairel stores mainly include the German traditional essential oil brand Kneipp and the French organic skincare brand PHYT’S, both of which are high-quality skincare brands. Over the years, Nairel has also collaborated with other photoelectric manufacturers to launch several of its own care devices, including a star device—the Nairel R4 four-pole radio frequency photoelectric device, which can be used to maintain skin tightness and tighten fine lines, and this is also the anti-aging device that Nairel strongly recommends.
Currently, Nairel has opened a total of 36 stores in Guangzhou, covering nine districts, with the store in Grandview Mall in Tianhe District being Nairel’s flagship store in Guangzhou. The store’s decoration is mainly in dark tones, with dim lighting, and has more than a dozen treatment rooms, none of which are equipped with showers. Customers who need to shower can do so in the shower room before entering the treatment room. The Grandview store currently has about 30 beauticians, making it the store with the most beauticians among the Guangzhou branches. As a flagship store, the Grandview store has a higher overall service level, with both beauty consultants and beauticians always smiling, and the beauticians are more professional in their techniques during treatments. In 2017, the Grandview Mall store also introduced nail services, allowing customers with nail needs to enjoy one-stop services.
The single service price for Nairel’s facial treatments is generally above 400 yuan, and there will be a certain discount after recharging the membership card. The recharge amounts are divided into three levels: 10,000, 30,000, and 60,000, with different levels enjoying different discounts. The higher the recharge, the lower the discount, and the membership card can be used across all stores. Nairel also uses its own skincare products, so Guangzhou Escort customers are generally not allowed to bring their own products. Appointments need to be made at least one day in advance, but for flagship stores like the one in Grandview Mall, which are often fully booked, it is recommended to make an appointment 2-3 days in advance.
With Nairel’s rapid expansion, the brand’s problems have gradually emerged. Some consumers have reported being treated with a “cold face” in some stores, and the techniques of beauticians can vary from store to store, so it is recommended that consumers try to go to flagship stores or stores that have been open for a longer time.
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