"Most Filipinos don’t see cosmetology as a serious profession. They do not look up to or take seriously hairdressers, make-up artists, and nail care specialists. . I want to help change that through the school," said founder Antonio Galvez, who has operated a hair salon since 1979.
Reopened in November 2003, the school has a curriculum that reconfigures American and German models to the Philippine environment.
"The body of scientific knowledge in caring for hair (or why certain treatments are used instead of others) does not change, whether it is in the United States and in the Philippines. Neither do international standards. The target market is, however, different. For example, the American target market is much older than the Philippine market. We are also ahead in terms of trying new salon services such as rebonding," said Galvez.
"The student has to undergo an interview before he/she is accepted. We are looking for students with heart, those who love the profession like our founder and who are not in the business solely for the money," said administrator Lourdes Co.
The tuition of P15,000 a semester or P60,000 for the two-year course also ensures that the students will be eyeing the A-B market upon graduation.
"It takes about P1 million to put up a salon, largely because of the high cost of equipment. To constantly upgrade both the equipment and the services offered, you need to generate a certain daily and monthly cash flow which the loyal A-B market can provide," said Galvez.
The number of beauty parlors in the country is estimated at 10,000, less than the 40,000 barangays registered by the Department of Interior and Local Governments. Quezon City alone is home to at least 200 salons.
On the average, the lifespan of a salon is 10 years. It is much lower in salons catering to the C-D market, in part because of the change in hairdressers every six months as these are pirated by other salons or open their own businesses.
Included in the curriculum are subjects on personal and business ethics as well as on bacteriology and sanitation.
"These are important subjects in projecting the image of a cosmetology graduate as a professional," said Galvez. ‘It is important to be on time for appointments set by clients. It is important that everything that touches the client not only looks clean but is really clean."
Teachers include Galvez, who share their personal experiences on how to please customers. "It’s basically the use of psychology. If a client is the quiet type, you must encourage her to tell you about her lifestyle and beauty regimen so that you can come up with a cut that would suit her best. If the client insists on a particular cut, I would modify what she wants and explain why it is better than what she originally wanted," he said.
On-the-job training is provided in the Tony Galvez Salon, which is located on the ground level of the school.
Negotiations are ongoing with the Department of Education and TESDA on enrolling vocational teachers at the cosmetology school so that they can, in turn, teach their students new hair techniques like rebonding and practical sanitation methods such as boiling and the use of chlorine.
"Cosmetology is a global skill. In developed countries, you need to pass a government licensing exam to practice. Licensing will not only increase the professional stature of Philippine cosmetologists but will also result in higher fees that they can charge. Customers also benefit because they will be serviced by professionals who know what they are doing," said Galvez.