Looking good not easy and costs pretty penny

It is a case of putting your best face, not foot, forward in this youth-obsessed world. Beauty, and how to acquire it for the genetically challenged, is big business. The Jakarta Post's team of reporters, I. Christianto, Christiani S. Tumelap, Aloysius Unditu, T. Sima Gunawan, Imannudin, Ivy Susanti and P.J. Leo, delve into what it takes to transform a beast into a beauty in articles on this page, Page 2, Page 9 and Page 13.

JAKARTA (JP): If beauty salons were places of worship, Nita would win praise for her devotion.

The executive of a foreign bank has her hair shampooed and set daily.

"I have to go to the beauty salon as I can't do my hairstyle by myself," she said.

Once a week, she indulges in a creambath. She says she does not have a budget for her beauty needs, but having her hair washed and set costs Rp 14,500 per treatment.

Unlike Nita, movie star Kiki Fatmala says she makes a monthly trip to her hairdresser.

"I just go to the salon if I have to set my hair," she said, adding her beauty expenses run to several hundred thousand rupiah each month.

Millions more can be spent by those who want physical perfection with the help of sophisticated technology, such as liposuction or laser treatments.

Some salons sells beauty dreams with sophisticated, ultraexpensive equipment -- and lofty prices to match.

Hollysa Soeranta of Maxie Salon and Beauty Care says her salon offers computerized tools to eliminate unwanted fat and the dimpled appearance of cellulite, remove wrinkles from the face, arrange facelifts and halt hair loss.

Customers who want to slim down must pay a fat Rp 1 million for a package inclusive of 10 visits to the salon.

Maxie, located on Jl. Wolter Monginsidi, South Jakarta, and opened in 1991, serves an average 150 customers on weekdays and 270 people during weekends. Most come for a haircut.

Johnny Andrean, a leading beauty consultant, runs 65 beauty salons throughout the country, mostly in the capital. An average of 100 customers visit each of his salons everyday. Rates begin at under Rp 10,000 for a haircut.

But a trim by the master himself costs the pretty penny of Rp 200,000.

Those on a tighter budget can find what they need at small roadside salons and barbershops.

Rayka Jaya, one of five barbershops along Jl. Kramat Sentiong in Central Jakarta, charges Rp 2,500 for a haircut and Rp 1,000 for a shave.

Owner Katrizal Nasser opened his shop last year after business at his printing firm slowed down. "The salon business is more lucrative."

Customers include students, taxi drivers, police officers, members of the Armed Forces, security guards and even preman (hoodlums).

"Some customers drive Volvos and pay much more than the set rate," said Nasser.

He has six employees, who receive half of the fee for each customer they serve.

Andi, holder of an agricultural degree from a university in Aceh, joined Rayka Jaya as a hairstylist six months ago. "I can handle some 20 people a day."

To meet the growing demand for hairstylists, several beauty salons have opened training centers.

Martha Tilaar, Rudy Hadisuwarno, Peter F. Saerang and Johnny Andrean are among the leading beauty businesspeople who run training centers or schools. Salons like Orlane and Salome also have their own.

Cathy Maria Goretti, principal of Johnny Andrean Hair and Beauty Training Center, says an average of 90 people enroll at her center each month.

Making people look their best is undoubtedly a huge business, despite the assurances that what really counts is how we are on the inside.

We may be told not to judge a book by its cover, or a person by any physical deficiencies, but looks count for a lot in the real world.

Former beauty pageant contestant Tika Bisono, now a businesswoman and psychologist, agrees that people's attractiveness can give them an edge.

"In some cases, like in an intense situation, people will be swayed by a beautiful appearance," she said.

Beauty really is in the eye of the beholder: studies show that people react more positively to fairer-faced individuals, even in stressful or tense situations.

How we feel about our looks also affects our moods. "A fresh look will give someone a particular belief in themselves. From the personal point of view, someone will feel that 'I'm okay'."

Tika observes that beauty salons have become more than just places to get a new look -- they also provide a new look on life as "social" institutions.

"First, it starts from the increasing demand for salons from consumers. Second, more people are running their own salons after cooperating with other salon owners in the past."

People, particularly in metropolitan areas like Jakarta, are hard-pressed to find time to take care of their appearance.

"Therefore, they go to salons for personal grooming and to be spoiled," she adds.

A social meeting point, salons allow for exchange of gossip and information, Tika said.

She once had a meaningful conversation with another salon patron. "She told me her problems and asked for my advice."

As well as dishing the dirt on the gossip front, important news can be exchanged.

"It's very interesting being at salons," Tika said. "Once I overheard men exchanging information on job opportunities while they were having their hair cut."

Although customers put their feet up and kick back with conversation, their main objective is still looking their best.

He may earn his living off vain desires for a pretty face, but Johnny Andrean claims that what your mother said -- beauty is only skin-deep -- really is true.

"People go to the salon because they want a better look. But the most important thing is still inner beauty."