Professional beauty with Estel. The lion's share of the interview with the CEO of Estel Professional Lev Okhotin

IN A WORLD WHERE EVERYTHING SEEMS TO BE MADE, IT IS VERY DIFFICULT TO SAY OR CREATE SOMETHING NEW. DIFFICULT — BUT, IF YOU LOOK AT THE PROBLEM CORRECTLY, — INTERESTING AND FEASIBLE. TODAY ESTEL AND ITS GENERAL DIRECTOR LEV OKHOTIN CONFIDENTLY SAY THE WORD "INNOVATION", EASILY REPORT ABOUT "EXPANDING THE BOUNDARIES OF CUSTOMER'S PERCEPTION" AND DO NOT REGRET ABOUT ALL THE TESTS AND MISTAKE THAT ARISE ON THE WAY TO THE GOAL. THE PURPOSE JUSTIFIED THE MEANS, AND SOON A NEW PRODUCT WILL APPEAR IN SALONS - HAUTE COUTURE ESTEL. ABOUT TRANSFORMER PAINT AND CARE, ABOUT COLOR COCKTAILS AND EXCLUSIVE FRAGRANCE, ABOUT ENEMIES AND LOVE, ABOUT CHEMISTRY AND LYRICS — OUR TALK WITH LEV Okhotin turned out to be SO CREATIVE-RICH.

There is an opinion that luxury-segment products are marketing and nothing more…

We have in Russian Federation there is some confusion in understanding what a luxury product is with regards to professional hair dyes. Today, everyone uses the concept of "value for money". But in my opinion, this is a completely incorrect concept. After all, when we talk about price, we are talking about absolute value is a specific number. And we divide it by quality. And quality is relative. And it always upsets me when people appeal to this concept. The word "quality" can be applied not only to certain products. It can be applied to the quality of certain services. And here there is something to think about both cosmetics manufacturers and craftsmen.

Perhaps I will tell you a secret by saying that in Western Europe in the segment of professional hair dyes, the range of price positioning is quite narrow. For example, in Germany, France and other European countries, all professional paints cost about the same. If we are talking about a professional, a Master with a capital letter, then the price of the product that he buys does not bother him in the first place. First of all, he is interested in how much he will satisfy his client, how much he will change his client, with what mood the client will leave him and with what probability he will return. I'm pretty sure that in ten years, price positioning in the field of hair dyes is very much leveled.

Where such confidence?

This is my prediction! Predictions are a thankless task. A forecast always speaks of the future, and the future cannot be proven. For those who talk about the future, the majority of society is very skeptical. And when this future suddenly happens, it already ceases to be the future. And it's not even the present, it's already the past. But still, we live in our country, where our own ideas about what quality is and how it is expressed have historically developed.

What ideas were you guided by when creating HAUTE COUTURE ESTEL? What is this project? What is your attitude to the luxury segment and what does the concept of luxury mean to you?

In the capital of Germany, about 50 top salons work with ESTEL, for example, one of the most famous luxury salons in Berlin, MonsieurMilan. By the way, at one time acquaintance with this salon made a serious impression on me. It was in him that I saw high-quality service. As for the concept of luxury, “premium” is all relative values. In my opinion, these are just illusions that are in the minds of the hairdresser, as well as some manufacturers and consumers.

Unfortunately, in our country the concept of luxury looks something like this: luxury = price. And the more expensive the better. It's just a disaster. If we are talking about the Hairdressing Craft, then personally for me luxury is by no means a product, it is a combination: product + service + service. It is clear that the service is, for example, coloring. And service is the communication that the salon gives to the client. And everything is important here: how we meet the client, how we talk to him, what we talk about with him, how we see him off, with what mood the client leaves us. This is what HAUTE COUTURE ESTEL is. HAUTE COUTURE ESTEL is not a product. It's not just a product, if you like, it's a combination of product, service, and service. After all, we do not sell tubes. It is uninteresting and unpromising. The tubes themselves, no matter what is written on them, do not help the master in any way to create traffic. They cannot bind a client to a master. It's impossible. Because the client's love for the master is built in a slightly different way. And the main task of ESTEL HAUTE COUTURE is to show the master new opportunities in the field of coloring services and services for a beloved client. Since we are closely connected with the fashion industry, we will release separate HAUTE COUTURE ESTEL coloring collections every year. And every six months, a fashionable collection of haircuts and hairstyles HAUTE COUTURE ESTEL will be released. This will open up new opportunities for the master to communicate with his client and give the master more confidence in his professionalism. Yes, we have a high-quality product, but without the golden hands of the master and his love for the client, this is an absolute void. I don't understand how you can measure love with money. Love is in reciprocity. When something is done for money, it's not love, it's called something else. ESTEL - for love. The relationship between the master and the client can be compared with the relationship between a man and a woman. In both cases, love is divided into 4 stages. The first is the look, the second is the breath, the third is the touch, and the fourth is the penetration. HAUTE COUTURE ESTEL is penetration. This is penetration into the head, and into the heart, and through the hands, and through the smile, and through the eyes.

We in Russia have a certain circulation of salons: salons open, work for a short time and close due to unprofitability.

Of course, this is a completely normal situation. Today, the number of salons that open significantly exceeds the number of salons that close. And if there are 55 thousand salons in Russia now, then my personal forecast for 2020 is 75 thousand.

So you think that salon hairdressing services will be more popular?

I hope so. And we are working hard to keep it that way. Today, 95% of women visit the salon for a haircut. Because a friend is unlikely to be able to cut her hair at home. And if we talk about the coloring service, then approximately 85% of women do it at home. And the main problem here is not the price. It is clear that you can buy paint in a hypermarket, invite a girlfriend and paint at home. And it will certainly be cheaper. What are the chances of the master for the client to come to the salon for this service?

He should become for the client ... a girlfriend?

Rather, a psychologist, a friend .... He must give the client something more than just services for a certain price. Price is an illusion. It just seems to us that this is a specific value. And we think that relationships are an illusion. Hell no! A woman will come to the salon for coloring only when she can get there not a product at some price, but a quality service with high-class service.

It seems to me that good emotions also play a role in this case ...

Certainly! And why does she, the client, need emotions? Why does she come to the salon? Hairdressing is a very interesting and multifaceted profession. This is an actor, and a doctor, and a psychologist, and an architect, and a fashion designer, and a stylist ... Who exactly does she come to? I guess all at once. For what? For what purpose?

To change yourself.

Exactly. But here the question immediately arises: why should she change? I will answer: to be loved. The profession of a hairdresser is very happy in every sense. If a hairdresser performs his service with high quality and at the same time provides high-quality service, he does not just dye his hair. He makes a promise of happiness. It helps to achieve happiness.

What about professionalism?

This condition is necessary, but it is completely insufficient for success. Coloring technique, haircut technique is a must. But to become a true Master, you must add an equally excellent service to your magnificent technique. And then all the letters in the word "MASTER" will be capitalized. At one time I interviewed women different ages about why they dye their hair. The clearest concrete answer I received from women over the age of 70: to please a man. Can you get the same answer from a young woman? They all say something like this: to please your girlfriends, to please yourself ... But the truth is different.

So Freud was right?

In life, everything can be projected onto the relationship between a man and a woman. When in the life of a hairdresser appears New Product, a new brand, he experiences the same fears as any person at an early stage of a relationship: how long his relationship with a new brand will be, whether he will like this brand, whether he will like his client with this brand. Everything in our world is built on this. And it's useless to argue with that! For example, Milan, which I have already mentioned, runs one of the most successful salons in Berlin. When I first saw him, I asked myself the question: what is the secret of such success? That he dyes his hair well? Hardly. That he cuts well or does styling? Also incredible. Again, skill is required condition for success, but ... it is not enough. There must be something more. So: Milan is incredibly successful, because he is sincerely in love with himself, sincerely in love with his clients, he loves his profession and everything that happens to him! He likes everything, no matter if it's raining or sunny. And people see and feel it. This is where the secret lies. After all, everything that is done with love attracts to itself. Theoretically, success follows ... Everyone says: success, success, success. But we must remember: you can never make success the goal. Success is just a consequence.

Let's talk about the positioning of HAUTE COUTURE ESTEL.

Our positioning is not price based. Let's start with paint. When a client comes to the salon, he does not buy paint, but a coloring service. Do you think if the client is satisfied with the result, will he ask what paint he was painted with? In our country, if you ask women leaving the salon the question “What paint were you painted with?”, I assure you that 50 percent will give you a detailed detailed answer. What does it say? About trust in the master? About trust in his choice?.. Or, maybe, the master, in turn, simply covers up his incompetence with a trademark?

And how to solve this problem?

Through the training of masters. But there is such a subtle point: it is important what the master received during the training and what he passed on to his client from this. So, HAUTE COUTURE ESTEL is luxury, but luxury is not only in terms of price. First of all, it is luxury in terms of the totality of the concepts of "product - service - service". Only with this combination does the hairdresser have a chance to win the war against home dyeing.

So what did chemists come up with?

From a chemical point of view, HAUTE COUTURE ESTEL is an absolute innovation. Of course, we may not know something, but I'm talking about more or less famous brands. HAUTE COUTURE ESTEL is the world's first paint based on so-called cationic substances. These substances are the main components in the production of hair masks. And something tells me that keeping a hair mask on your head, which also paints, is much nicer than ordinary paint.

Why haven't other manufacturers adopted this technology?

The fact is that from a chemical point of view, this is almost impossible! I know for certain that we are not the first to make such attempts, but they all failed. In my laboratory, I have been promoting this idea for almost a year. And then we are even more three years worked on the project. And I can say with all confidence that we achieved the result thanks to the titanic work of the laboratory. Thousands of models were painted during development! At the same time, I will not hide the fact that for the first two years we did not succeed. But we did not give up hope to realize our idea.

I'm talking about permanent, that is, resistant paint. As for direct dyes, they are indeed created on a cationic basis. But these are paints that are completely washed off from the hair in about 10 days.

Are these developments worth the effort?

Certainly yes. And as for the price, in this case it is determined not by marketing, not by the value of the brand. In production, such paint itself is very expensive. And probably this could be a deterrent to developments by other manufacturers. Any sane manufacturer wants to put an easy-to-use product into the hands of the craftsman. At the same time, in the hands of the master, this product should become a magic wand with which he can charm his client. For the client to receive happiness and love. This is on the one hand. On the other hand… you see, for the professional hairdressing market, the biggest competitor is not a neighboring salon or another brand. This is homemade coloring. Therefore, HAUTE COUTURE ESTEL will be presented exclusively in beauty salons. Under no circumstances will the brand appear on store shelves. This product will only be available to the hairdresser. And we have the tools to control it.

What about ease of use? About HAUTE COUTURE ESTEL?

A good master will achieve the desired color with any dye. And the market is developing in both directions: craftsmen are constantly learning and manufacturers are offering more and more quality products. But it's still not the most important thing. The struggle for the client goes on two fronts. Firstly, it is important for the masters that the desired color is achieved as easily as possible. Secondly: to achieve the ideal condition of the hair. We do not doubt the professionalism of our masters in achieving one or another color. HAUTE COUTURE ESTEL gives the hairdresser not only a tool to implement their ideas and wishes of the client, but also a tool to obtain a fundamentally different condition of the hair.

That is, the care formula is already incorporated in the paint?

Undoubtedly! The same cationic base provides intensive care, as if you had applied a mask to your hair.

How many shades will be in ESTEL HAUTE COUTURE?

We also put a special meaning into the palette. It is clear that we want to give the master unlimited possibilities when working with color and make the palette as large as possible. When offering a service to a client, we want to provide a truly individual approach to each client. Therefore, we offer an individual approach to color. Thus we give additional tool in HAUTE COUTURE ESTEL paint. In the first palette of HAUTE COUTURE ESTEL, the master will see about 120 shades, of which 100 are the so-called base tones. The rest are cocktails. These are colors that are created by mixing basic shades in certain combinations. Thus, we give the master a clear recipe for how to create a particular color. We help the master to meet the needs of the client as much as possible. But that is not all. HAUTE COUTURE ESTEL gives the master the opportunity to create his own signature cocktail. And absolutely every hairdresser has this chance.

How is this possible?

ESTEL announces the Colorist of the Year competition. Under the terms of the competition, any master from any country will be able to send a recipe for his cocktail to the ESTEL Academy. All color cocktails will be carefully checked and tested by the chief colorists of the academy. And the most successful offers will be added to the HAUTE COUTURE ESTEL palette. We will tell the whole world that it was this master who created this particular shade. So the palette will expand indefinitely, offering even more opportunities for masters.

But it's no secret that, by and large, any paint can be cocktail ...

Yes, on the one hand, we do not open America. And we do not have the task of simply expanding the palette. But! I perfectly understand that the master always has a certain fear when working with cocktail shades. What if the color fades to a different shade? And HAUTE COUTURE ESTEL cocktails are ESTEL insurance for the master. After all, on him, and therefore on us, lies a huge responsibility to the client. On the other hand, we really want to show the master how easy it is: to mix shades, getting new original tones! We want hairdressers to realize that they are not just good masters, and real artists with a capital letter. And for this you need to take just one step. After all, all our fears of the unknown lie not on the street, not on another planet. All of them are in our minds. HAUTE COUTURE ESTEL is an invitation to the world of high hairdressing art!

Will the numbering be the same?

Yes. There will be fundamentally new shades, but the numbering remains the same.

Will there be a special series for gray hair coloring in HAUTE COUTURE ESTEL?

No. However, the unique formula of HAUTE COUTURE ESTEL paint provides excellent gray coverage, which has been confirmed by numerous tests.

And what interesting things will HAUTE COUTURE ESTEL offer in care?

Here we also tried to pleasantly surprise our client. Everyone is used to seeing shampoo for colored hair, shampoo for damaged hair, etc. But a woman, in addition to color, needs volume, shine, restoration, and much more. Therefore, the hair care collection is based on a combination of color with additional options. HAUTE COUTURE ESTEL can rightfully be called the widest and most complete collection for the care of colored hair. Each of the six series provides a double action: “Color + Volume”, “Color + Shine”, etc. You see, since the paint is fundamentally new, then the care must be fundamentally new. The task before us was very difficult. On the one hand, the world is rapidly developing, but at the same time, this thought hangs over us: “everything has already been invented.” And even our care, which was created earlier, seems to cover everything you can think of. But we focused on color, and our goal was to provide a complete collection of products, each of which works on the principle of "two in one". All care components in HAUTE COUTURE ESTEL organically complement the effect of those components that we get when coloring. And all care should prevent color washout as much as possible. Basically, this is the biggest problem in hair care products. At HAUTE COUTURE ESTEL, we have succeeded in deriving formulas that minimize color loss. These are some sulfate free shampoos. They have an additional plus: such shampoos have a mild effect on the scalp, do not cause an allergic reaction. And at the same time they solve the problem.

On this occasion, the laboratory studied great amount materials. And, as it turned out, the structure of a woman's hair middle age and mature, that is, the long hair of a young woman are very similar. Both those and others are very fragile, thin and require special, more thorough care. All Time-Code care is aimed at strengthening the bulb, giving more nutrients to the hair. For a client of elegant age, it is important that the hair is initially as strong as possible, and in the owners of long hair, the hair follicles bear an incredible load, therefore the principles of caring for such hair are very similar.

Will there be any procedures in the HAUTE COUTURE ESTEL collection?

Not all at once! (Smiling). All products, especially leave-in care, will be multifunctional. That is, they can be used by the master in various combinations, offering the client individual salon care.

But there is also a fragrance, the perfume HAUTE COUTURE ESTEL…

HAUTE COUTURE ESTEL Perfume is the special scent of HAUTE COUTURE ESTEL. This is a limited edition. We exclusively release only 2013 bottles for women and 2013 for men. We will never repeat these smells again. Only here and now. In 2014, other variations of the HAUTE COUTURE ESTEL scent will be released. This is another opportunity for us to tell you what HAUTE COUTURE ESTEL is. This is more than a high quality product. We expand the boundaries of perception of our client.

Hundreds of thousands of professionals choose Estel products, as it is a guarantee of beauty and quality. The production of cosmetics under the Estel Professional brand is carried out by a successful Russian company Unicosmetics LLC. All cosmetics that are produced under the Estel brand have been developed and researched in our own laboratories, using the latest scientific developments.

History

Lev Okhotin, a highly qualified chemist, is both the CEO and founder of Estel. Lev Okhotin began his career as a manager for a large entrepreneur who did not spare money for various projects and their development. Once, one of these projects was a perfumery and cosmetics factory on the verge of collapse. Thanks to the skills of Lev Okhotin, this factory was restored and brought to a qualitatively new level. And it was this that prompted Leo to think about the possibility of creating own business in the cosmetics and perfumery industry.

In his business plan, Lev Okhotin laid down only one, but extremely important idea - to develop a high-quality domestic product with a reasonable price policy. The CEO began his career with the launch of a series of hair dyes for home use called Estel, which consisted of fifteen shades.

Estel hair dye was immediately noticed and appreciated. Already in May 2005, the ESSEX line of professional dyes was created and put into production, consisting of 67 shades, shampoos and balms. And here the company also expected success. It was decided to expand the palette of ESSEX shades.

The product was moving quite successfully on the market, and Lev Okhotin set the following goal for his company: to develop and produce the widest possible range of high-quality domestic hair cosmetics with a focus on salons and masters, in record time.

Climbing the market

The development of production began with rented squares in the amount of 1000 square meters. m. With the development of production, the question arose of a more reliable and voluminous base for work. And this aspect was also translated into reality, which made it possible to double the production turnover, now about 2 million different types of ESTEL products were produced per month. Today, the brand network consists of more than 150 organizations in Russia, the Baltic States, Ukraine, Belarus, Kazakhstan, Moldova, Armenia and other countries of the near abroad.

Officially, in 2011, the opening of a representative office of ESTEL-Europe in Germany, ESTEL-Ukraine in Ukraine.

It is very important for both salon masters and the average girl to have high-quality hair cosmetics, which will not only not damage, but also improve the condition of the hair, and also allow professional care to be carried out at home.

Estel's goal

The Estel company sees a large-scale development and an increase in the profitability of the hairdressing industry as a whole; in creating a competitive domestic product at a reasonable price. The secret of the success of the young Russian professional brand is not a secret, the CEO boldly declares it. The main resource of ESTEL is people, their potential and belief in success. The period of work of many employees is equal to the age of the company itself, and this says a lot. After all, at first it was very difficult, and they went through this path of development together with Estel. After all, it is very important to have an employee who knows the history of the company from a to z, all the undercurrents, areas that require special attention, who sincerely worries about the professional growth of the company.

Estel School

To expand the Estel industry, train craftsmen and improve the skills of craftsmen, it was decided to open an Estel school. In 2005, the first Estel hairdressing school appeared in St. Petersburg. The organization of the process and teaching methods had to be completely independently formed. Colleagues from the Parisian Academy of Hairdressing Saint Louis came to the rescue in this matter (using the franchising system).

During the training of the hairdresser, only Estel products are used, and the equipment is custom-made by Welonda. The training program corresponds state standards and is constantly integrated in order to expand the practical and theoretical knowledge of students.

In 2007, the developed own teaching methods made it possible to open the Estel Academy. The academy conducts testing of new products, training in technologies for working with Estel brand cosmetics, advanced training of experienced professionals, and presentations of the company's new products.

The staff of the company was rapidly expanding, the prestige of the brand was growing, the demand for products was increasing every day. This led to the opening of the renovated Estel Hairdressing Academy, which included the School and the Author's Beauty Salon.

The professionalism of the Estel company is confirmed by numerous awards for such a short period on the market, the massive use of this cosmetics in salons, as well as the level of demand for Estel products.

Video:

In the context of a sharp jump in the cost of imported drugs and Supplies many managers of beauty salons are looking for ways to reduce the cost of services while maintaining their high quality.

It would seem that here it is - a chance for domestic producers to oust foreign competitors from the market! but Russian enterprises, manufacturing professional cosmetic products, can be counted on the fingers. Those of them who are actually capable of seriously competing with Western companies are almost a unique case.

It is all the more interesting for us today to lift the veil of secrecy and reveal the "secrets" of production and commercial success of the Russian brand ESTEL, which for several years has been one of the leaders in the market of professional hairdressing products: the volume of products produced by this company is the largest in Eastern Europe!

Frames are everything

And not just personnel, but SCIENTIFIC STAFF. In the situation with ESTEL - Russian chemists. It is the foundation and heart of the company. A team of 30 scientists is led by a pharmaceutical chemist Olga Chistyakova. All of them, as if by choice, are graduates of the best Russian specialized universities. Five are candidates of chemical sciences. Many employees of the laboratory have been employed in it since the very first years of the foundation of the brand.

Nevertheless, such a large-scale and dynamically developing production constantly needs to replenish its personnel young talented scientists. This circumstance is one of the reasons why students of domestic chemical universities regularly practice in the ESTEL laboratory. The best graduates who have shown themselves well during the practice are invited to work in the company. Also, the laboratory of the brand participates in institute grants: scientists working for ESTEL offer students their topics for theses. This form of cooperation not only stimulates a thorough study of certain chemical processes, but also makes it possible to make new scientific discoveries. Several times it was in the course of such studies that original innovative ESTEL products were created.

Scientific partnership

From the first days of the brand's existence, its leading scientific partner is the St. Petersburg State Institute of Technology, the alma mater not only of many employees of the brand's laboratory, but also of the owner of the company, Lev Okhotin, a professional chemist, a graduate of the Department of Chemical Technology of Organic Dyes and Phototropic Compounds. It is this partnership that gives ESTEL the opportunity to use the latest developments in fundamental science in the formulas of its products.

The quality of raw materials with a capital letter

ESTEL cooperates with large European companies - manufacturers of cosmetic raw materials, which have production capacity located all over the world and who guarantee the high quality of their products. These are the same factories that produce components for the products of all multinational cosmetics companies. When choosing a supplier, attention is drawn to the fame of the company, its position in the market is checked, attention is drawn to the presence of new products from the company: if they are, then money is invested in the business.

Preference is given to firms with history, continuity, because they are very reverent and scrupulous about their business. For example, one of the companies supplying perfumes to ESTEL is more than 100 years old, it is a family business with established traditions. Cooperation with such firms is especially valuable in the production of exclusive series of ESTEL products.

The beauty industry has very strict requirements for cosmetic raw materials in general. There are a huge number of different committees, commissions that check the quality of materials. When a company offers a package of documents, say, for a vitamin complex, in the form of a 60-page dossier, this inspires respect and trust. But ... this does not cancel the INTERNAL CONTROL in ESTEL of all incoming raw materials and materials.

Interesting fact: Representatives of raw materials companies are very fond of visiting ESTEL production facilities, not only for the friendly welcome, but also for the fact that while communicating with the laboratory staff and production processes, they open up new topics for their development. There are examples when, after such meetings and interest in a particular component, products entered the European market that were previously sold only in America or Japan, or even were in the portfolio of this company.

Thorough testing of products by the future buyer BEFORE the mass production stage

The development of new products is carried out in close cooperation and with the direct participation of practicing hairdressers.

At the development stage, when the scientific team, having reviewed various combinations of substances, is satisfied with its result, the stage of testing the product in the laboratory begins, where it is adapted. Volunteers work out a coloristic assessment, sensations on wet, dry hair, ease of application, rinsing quality, aroma and other components. And the important thing is that at this moment the developer can intervene quickly to improve certain parameters.

Upon receipt of positive results, the product is sent for mass testing to the ESTEL Hairdressing Academy, where the so-called “product dossier”, that is, customer reviews, is collected. And only after that the product is put into production.

Lead times for product development and testing can vary. For example, in 1999, it took chemists a year to develop and test the very first line of ESTEL dye, during which 2000 recipes for 15 shades were prepared. It took the company three years to develop 101 shades of the HAUTE COUTURE ESTEL masterpiece dye (thousands (!) Models were painted before the mass production stage).

Adaptation of products for the Russian consumer and for Russian conditions of use, or NO ready-made foreign formulas!

All ESTEL recipes are unique developments of our own scientific laboratory. The proposals of producers of raw materials to purchase "ready-made formulas" (and they are not uncommon) are treated critically in the company. This is due to the fact that the latter are often absolutely not adapted to the Russian market, to our region, they are not adapted, for example, to water.

Thorough observance of technological production processes and quality control department (technical control department)

It is very important for the success of the brand that all processes, from the development of the formulation, its implementation in production, packaging of the finished product to its storage in the warehouse and shipment to the consumer, guarantee the high quality of drugs. Therefore, the company has developed procedures for each stage of the research and production and even the implementation process, which spell out step by step who and what should do at a certain moment, what to control. All divisions and specialists of different categories are involved in these processes (from a candidate of chemical sciences to a packer). Everything happens according to a clear scheme, all processes are verified and subordinated international standard ISO quality.

Particular attention is paid to strict adherence to the percentage input of components in the production of drugs. Thus, ESTEL guarantees that the client will receive the effect from the properties declared on the packaging and in the product description.

Supervises the production department technical control(OTK). And not only at the stage of supply of raw materials and the actual production. ESTEL guarantees the quality of their products on the basis that they subject them to total control for three years from the date of release, that is, the entire shelf life! First, three months after release, and then every year, all released batches are tested for physical and chemical parameters, for color evaluation. By the way, in two years the company will start its own microbiological laboratory, but for now these tests are carried out on a contractual basis by other accredited laboratories in Moscow and St. Petersburg. ESTEL rightly considers research on clinical and toxicological standards to be very important, because in Lately the number of people prone to allergic diseases has increased.

Constant expansion and modernization of production facilities and equipment

ESTEL production since 2010 is no longer one, but two plants in St. Petersburg: on Piskarevsky Prospekt and new production facilities in Kolpino with an area of ​​30 thousand square meters. m (where not only workshops are located, but also a warehouse finished products). Both plants are well equipped and use high-quality domestic (for example, reactors) and imported (packaging) equipment.

Most of the production is automated, and only in some cases the assistance of personnel is required. For example, cooking machines involve automated supply of raw materials and the subsequent supply of the finished product, but they need to be controlled by technologists. Assistance is also required in the preparation of raw materials. Packing involves automation, but at the final stages (for example, packing tubes of paint into boxes) manual work is used.

It was the expansion of production facilities and capacities and their maximum automation that allowed ESTEL to increase production to 10,000,000 units per month and take the position of one of the largest production facilities for professional hair dyes in Europe.

Biography

Court

According to information received from former prisoners, Lev Pavlovich Okhotin died at a logging site in Khabarovsk Territory in 1948, having served there 2 years out of 15 .

Case review

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Notes

Okhotin in art

• Chernov T. N. Those days in the East. // Magazine "Baikal" , № 3-6, 1981.

Literature

• Okorokov A.V. Fascism and Russian emigration (1920-1945). - M .: Russaki, 2002. - 593 p. - ISBN 5-93347063-5.
• Rodzaevsky K.V. Testament of a Russian fascist. - M .: FERI-V, 2001. - 512 p. - ISBN 5-94138-010-0.
• Stefan D. Russian Fascists: Tragedy and Farce in Exile, 1925-1945 = The Russian Fascists: Tragedy and Farce in Exile, 1925-1945. - M .: Slovo, 1992. - 441 p. - ISBN 5-85050-314-5.
• John J Stephan. The Russian Fascists: Tragedy and Farce in Exile, 1925-1945. - New York: Harper & Row, 1978. - 450 p. - ISBN 0-06-014099-2.

An excerpt characterizing Okhotin, Lev Pavlovich