Tominoharu's cutting edge

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Sunday, March 18, 2012


WITH the passion for making people look good through various beauty services, getting into the beauty business may be a good investment.

When the owner of this new hair salon opened its doors on December 13, 2011, he brought a franchise of an 11-year hair and spa salon to Davao City aimed at providing beautiful straight hair that has become almost every lady's wish.

Tominoharu (a Japanese word meaning Spring of Wealth) Japanese Straight in Paseo de Roxas complex may not be much compared to other luxurious shops but this sleek nook is where quality and affordable hair services are offered.

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Japanese Straight salon for men and women started 11 years ago as a full-service salon and day spa originally located at G. Tauzon Sampaloc, Manila.

The salon and spa catered services only to its neighboring patrons. In 2001, a year after operating a full service salon and spa, it opened its 20 square meter mini-outlet in Pureza Sta. Mesa Manila, located a few meters away from its first branch.

With only a small space, services were limited to hair treatments only. A few body treatments like manicure and pedicure were included on its service menu. Competition in the wellness industry took its toll on this company as same business concepts came out in the arena.

Equipped with the right skill, experience and instincts, its founders, one of them is a Filipino-Japanese, adapted a simplified business model cutting all body treatments from its service menu and evolved into a hair straightening salon only.

With the new business scheme they were able to cut costs by eliminating number of employees to man each outlet, streamline its daily operation and cut unnecessary inventory costs.

This business scheme allowed them to maximize their resources and reduce losses. Thus, giving them more savings with just a fraction from its original capitalization.

Their signature service, Japanese Straight, which is said to have cut a decisive edge over competitors, is now in Davao City.

The Davao City branch, according to Davao manager Kenneth Corre, hopes to captivate a good portion in the market by offering quality permanent hair straightening services at affordable price.

This recognition by their patrons established credibility and growth. In 2006, it started to grow its business through franchising. To date, it operates 11 outlets -- two owned, eight franchised outlets in Metro Manila and one in Davao City.

Among Japanese Straight branches in Metro Manila are located in Frisco, G. Tuazon in Quezon City, Espana, E. Rodriguez, Malate, Marikina, Marcos Highway, Taytay, and BF Homes Paranaque.

Corre said Japanese Straight is a unique hair straightening system from Japan which permanently straightens all hair types and any condition.

All seven extensively trained staff at the new Davao branch uses the Japanese Straight technology that is better than rebonding because it is the only permanent straightening that allows styling versatility even after the treatment.

Corre, who used to be a security guard before making a career shift, said hair can still be braided, curled temporarily without chemicals, or set hair-up without leaving any permanent marks.

This is the only treatment that allows permanent hair coloring on a same day which means it can cover grey hair, lift your hair color from black to light brown permanently without the damage.

Rebonding, Corre said, only allows cellophane or semi permanent washable hair coloring as their same day hair coloring procedure. With Japanese Straight, one gets eight complete treatments in one procedure, while with rebonding, you may only get three treatments. These eight treatments ensure the safety of the procedure to any type and condition of any hair before and after the straightening process.

With Japanese straight, hair is straightened safely and permanently at the innermost structures.

Like other major hair treatments, after a Japanese straight, hair should be maintained with treatments like hot oil, hair spa, protein or hair masks to prevent it from becoming dry and freezy. Some take home products are available on sale at any of our salons so that you can still maintain a healthy hair at home without the high cost of going to the salon.

A regular Japanese Hair Straightening session is priced at P1,500/any length, any thickness, any condition. Other services include Detangling with K-Complex (P850), Resurfacing Blue Bond (P600), Reconstructing Color (P480), Root Dye (P300), Organic Scalp Care (P200).

Tominoharu is open from 8:30 a.m. to 8:30 daily. For bookings or inquiries, you may call 2956338 or text Kenneth at 09331105262.

Published in the Sun.Star Davao newspaper on March 19, 2012.

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