The legendary actress Lyubov Orlova went to Switzerland every one and a half to two years. There, in one of the cosmetology clinics, time literally stopped for her. With a surgical scalpel and rather painful procedures. Today, beauty does not require such sacrifices. Leading specialists of the Beauty and Medical Cosmetology Center "Etel" tell the readers of "Bryansk Tema" how to become only more beautiful and younger over the years.
Laser resurfacing of the face and body
Dermatovenerologist, trichologist, cosmetologist Olga Remez says:
AT last years glossy magazines are full of photographs of women who have undergone laser facial skin rejuvenation. The result is fascinating, and the desire to trust the laser and call the cosmetology center arises by itself. What do you need to know about this procedure? The mechanism of action of CO2 laser resurfacing is that the laser beam is divided into hundreds of micro-beams that act on the skin like a grid matrix. If a continuous burn is formed on the skin during laser resurfacing with a carbon dioxide laser, then a fractional CO2 laser makes thousands of microscopic pinholes in the surface layer of the skin. The surface layer itself, a few microns thick, evaporates completely, and the deep layers, those where collagen fibers lie, are intensively heated. Thermal exposure activates the process of formation of collagen fibers, which contributes to the remodeling of the face frame and its rejuvenation.
There are quite a few indications for CO2 laser resurfacing on the face. These are fine shallow wrinkles, skin laxity and loss of elasticity (age-related changes), enlarged pores, post-acne scars, wrinkles around the eyes (crow's feet), hyperpigmentation, dull, uneven complexion.
Laser resurfacing of the eyes very well reduces the skin flap and can be an alternative to blepharoplasty.
Also, CO2 laser resurfacing is effective for working out problem areas of the body and helps to cope with stretch marks and stretch marks (including postpartum), scars, warts and papillomas.
Before the procedure, the doctor applies an anesthetic gel, and after that, either an application from one's own plasma or a professional moisturizer is applied. Two or three procedures with an interval of two or three months are enough for the face, five or six procedures for the body. Recovery takes up to 7 days. The achieved effect lasts up to two years.
The obvious advantages of the carbon dioxide laser lie in its efficiency. However, in addition to it, it has other advantages. This is an accelerated recovery (the rehabilitation period lasts no longer than a week), comfort, painlessness and safety of procedures, a decrease in the risk of hyperpigmentation, the absence of complications (bleeding, rough scarring, hematomas, etc.), delicacy and controllability of exposure, preservation of the protective properties of the skin.
Thread lifting Aptos
Dermacosmetologist, trichologist Irina Kozmenko says:
Aptos is a thread lifting procedure that appeared in Russia back in 1996. At first, it was used exclusively by plastic surgeons. Later, the threads were modified and now they are actively used in cosmetology. There are two types of threads: absorbable and non-absorbable. The Aptos line is designed to solve a wide range of aesthetic problems, including: wrinkle correction, brow lift, recreating the lost Oji line over time. With the help of Aptos thread lifting, it is possible to form an oval of the face, saving the patient from the so-called jowls.
In cosmetology, absorbable threads are most often used, which include L-lactic acid. It provides additional
rejuvenating effect due to the stimulation of rehydration and revitalization of tissues and slows down the aging process.
There are 25 different modifications of the threads, which allows you to individually approach each specific problem of a particular patient.
The main advantages of Aptos thread lifting technology in comparison with other alternative rejuvenation procedures are: maximum and immediate visible effect after the procedure. When the skin is not only tightened, but also improves its condition. Over time, the effect increases and reaches its maximum after two months. We can say with confidence: no other cosmetic procedure gives such a quick and impressive result. It lasts from two to five years.
The maximum safety of the procedure is guaranteed by the use of suture materials that do not cause allergic reactions and other side effects. I would like to especially note the minimal traumatism of the technique. Especially when compared to plastic surgery. In fact, the Aptos thread lift is a great alternative to the once famous, but outdated circular facelift.
Photorejuvenation
Dermatologist, cosmetologist Anastasia Leonova says:
- No matter how we take care of our skin, it still gives out the true age: elasticity is lost, wrinkles, spider veins, pigmentation appear.
Modern hardware methods of non-surgical facelift help fight age-related skin changes. One such procedure is facial rejuvenation.
Photorejuvenation is a therapeutic method of exposing the skin of the face to flashes of broadband pulsed light. The procedure is carried out on the M22 multifunctional platform from Lumenis (USA, Israel). As a result of the course of such procedures, many skin defects are eliminated: age-related changes and shallow wrinkles, freckles, age spots, acne, spider veins, hemangiomas. The purpose of the procedure is also to activate the production of the skin's own collagen. Intensive synthesis of "youth proteins" provides an increase in elasticity and tightening of the skin. At the request of the patient, the procedure for the face can be carried out in separate areas: cheeks, nose, nasolabial triangle, chin. Effective rejuvenation of the bikini area, buttocks, abdomen, neck, decollete and, which is especially popular, the skin of the hands. After all, it is the hands that often give out our true age.
The session lasts from 15 to 40 minutes. To achieve optimal results, 4-6 procedures with an interval of a month are enough. To get the most rejuvenating effect, it is recommended to use phototherapy with botulinum toxin, contouring and biorevitalization.
Fillers (contour plastic)
Ekaterina Aleshina, cosmetologist, chief physician of Etel, says:
Fillers are perhaps one of the most studied cosmetic procedures based on hyaluronic acid. One of the most valuable properties of fillers is their versatility. With the help of fillers, you can add volume, move the tissue away, creating symmetry, create a decongestant effect (for example, in the area under the eyes).
Fillers have a cumulative effect. If they are applied correctly, then in three to five years a woman looks as if time has not only stopped for her, but even turned back a little. And facial features become aesthetically more expressive.
A highly professional cosmetologist with the help of fillers can literally sculpt a face. Raise the fallen cheekbones, lay out a clear line of the oval of the face and much more. There are birth defects, such as, for example, a sloping chin, as well as a pronounced asymmetry of the face. And then the same fillers will come to the rescue.
Radiesse fillers have recently appeared, which strengthen bone tissue.
The latest technique for setting fillers based on hyaluronic acid is performed taking into account the ligamentous apparatus of the face. Over time and under the influence of gravity, our ligaments weaken. I give my patients the example of sails on a ship. To lift them, you need to pull the ropes. When the ligament descends, the skin of the face descends behind it.
Fillers perfectly stretch our "sails". Depending on the problem, the drug can be placed deep or in the middle layers of the dermis. It is very important that this is done by a competent specialist who knows the anatomy of the face thoroughly and foresees what the results will be.
The popularity of fillers, unfortunately, has led to the fact that cosmetologists without proper education began to put them literally “on their knees”. AT recent times The doctors of our Center increasingly have to correct such “jambs”: edema, the consequences of overcorrection and even the formation of biofilms, which often cannot be treated even with antibiotics.
It must also be remembered that drugs are incompatible with each other. Therefore, you should always know the name of the filler that was used. The Center for Beauty and Medical Cosmetology "Etel" is sure: beauty should be, first of all, healthy!
“We are not changing the pension system, we are keeping it. We are talking about the need to make the pension system self-sufficient,” Andrey Makarov, chairman of the Committee of the State Duma of the Federal Assembly of the Russian Federation on Budget and Taxes, said on the air of the 60 Minutes program, commenting on the results of the discussion by the State Duma deputies of the government bill on changes in pension legislation.
The deputy of the State Duma made a short digression into history. The Russian pension system originated 90 years ago, when the old-age pension was called the decrepitude pension, and average age life expectancy was 30 years less than now.
Later, in the middle of the last century, much more money was deducted into the pension budget, due to the observance of a law that gives all citizens of the country the “right to work”. Those who shied away from work were simply put behind bars. And everyone, without exception, working replenished the budget. Whereas today a large percentage of the working population of the country evades taxes in every way.
In other countries, decisions to raise the retirement age were made as a response to the economic crisis. And in our country, the conversation about the need for such a step was back in the mid-90s. It then rose sharply during the 2008 crisis. Then the president decided to take the path of valorization of pensions. “It was a very significant increase. When in foreign countries reduced social guarantees, we increased them,” Makarov stressed.
Our pension system, like the rest of the world, is based on joint and several liability. Taxes from employees are used to pay pensions to those who have become pensioners today.
The deputy believes that everyone needs to explain the need for pension reform. “The biggest problem of communication between people and the state is that we often lack trust. And the pension system is always based on trust. You can build a brilliant system, but if people don't believe in it, it won't work. And trust is created only if you set up this system and then don’t change it for many years.”
Today, there are approximately 147 million people working in Russia, while 47 million are pensioners. “Today, the state guarantees the existing pension, and the president said in his decree that our task is to ensure the growth of pensions. It will no longer be possible to fulfill the task of growth outpacing inflation in this perspective,” Andrey Makarov emphasized.
He also assured that with the introduction of the reform, “already next year we will ensure the growth of pensions twice as high as inflation. And we calculated this up to 24 years. In 2019, people will receive an increase in their pensions – 1,000 rubles a month.”
According to the deputy, the pension system should be built at least 50 years ahead. This requires an absolute set of measures: to provide people with the opportunity to retrain if they suddenly become unclaimed. Revise the amount of unemployment benefits. We also need economic measures that can motivate the employer to leave people of pre-retirement age, and not to fire them. These measures should be considered as a whole. And already today, in the first reading of the bill, their consideration began.
“Today we need to decide on the main thing: in which direction we are going. If we agree that the main task is to increase pensions and the quality of life, then this is the only possible way. And if we want the system to stagnate… this is a choice,” Andrey Makarov concluded.
The government bill on changes in pension legislation was approved in the first reading. State Duma deputies specified the basic norms. The terms for discussing the amendments have been more than doubled - until September 24 instead of August 18.
The chief marketer of Megafon, Larisa Tkachuk, manages the first emotional brand on the Russian telecom market, but she believes that one must be extremely rational in one's work.
“We appeal to people who do not lose heart and can influence events”
"The Secret of the Firm": It is generally recognized that the market has moved from quantitative to qualitative growth. MTS and VimpelCom responded to the changes and rebranded. Megafon is waiting for something similar?
Larisa Tkachuk: Rebranding implies a change in positioning. And we do not change the selected audience and do not change values.
SF: What are they?
LT: They are expressed in our slogan “The future depends on you”. We appeal to people who do not lose heart and can influence events. Tuning of visual communication is possible. But rebranding is not. And our colleagues from MTS and VimpelCom just did what they had to do. It is simply impossible to compete without a strong brand.
SF: Beeline and MTS have always focused on a wide target audience, and Megafon - on young people. Will the company become a hostage to its positioning?
LT: The new audience of MTS is still unclear to us. And Beeline, judging by its advertising images, after rebranding determines the audience in the same way as we do. Our subscriber is a person aged 20-30 who never leaves the drive. It's hard to be attractive to everyone.
SF: Rebranding of Beeline and MTS is the work of the British agency Wolff Olins. And who worked on your brand?
LT: The basis of the brand was offered to us by Enterprise in 2001. It was only the core that needed to be finalized and supplemented. What we live with now is the work of the McCann Erickson agency and, of course, MegaFon itself. After all, the main task in creating a brand is to determine the company's position in the market so that it matches the client's business goals. And this is a job for marketers.
DOSSIER
Cellular operator "Megafon" was formed in May 2002 by merging "North-West GSM", "Sonic Duo" and several regional cellular operators. The shareholders of MegaFon are the Swedish-Finnish TeliaSonera (35.6%), Telecominvest (31.3%), the company TsT-Mobile controlled by Alfa Group (25.1%), the Bermuda fund IPOC (8 %). The licensed coverage of OJSC Megafon and its 100% subsidiaries covers the entire territory of the Russian Federation. At the end of May, the company's subscriber base amounted to 25.4 million subscribers. The average ARPU exceeds $10 per month (for MTS it is $7.3, for VimpelCom it is $7.5). MegaFon's revenue for 2005 was $2.4 billion, operating profit was $647.4 million, net profit was $393.6 million. VimpelCom - 52%), while net profit increased 2.3 times.
SF: After the rebranding of Sistema Telecom, MTS announced the active promotion of convergent services. Prior to this, it was Megafon that had the image of an innovator. Are you afraid of competition?
LT: We are not afraid of competition at all. In any of its manifestations. As foreigners say, don't work hard, work smart. All Big Three operators work in the same direction. Convergence and multimedia are the mainstream of the European cellular market. First you are a mobile operator, then you are a service company. But when everything that is needed has already been done in the field of customer care, operators move on to additional services and services. They are turning into multimedia companies. They try to make sure that every application and service imaginable can be accessed using a mobile phone.
SF: And what imaginary services have you already made available?
LT: In 2004, at the Norvecom exhibition, we were the first in Eastern Europe to demonstrate a long-distance video call - Peter contacted Moscow. In the same year, we launched mobile TV in Moscow, then in the North-West and the North Caucasus. The video on demand service and the broadcasting of five channels are currently available only in the North-Western branch, but we plan to bring them to the federal level.
SF: What else are you going to do in the near future?
LT: Let's make an mp3 store. Using an Internet search, you can download full-fledged music files using your phone. But we will not disclose all plans, this is a trade secret. Yes, this is not the most important, believe me. We have 600 services in the Volga region. Let's add five more - and what? There can be as many services as you like, but it is difficult to understand them today. Therefore, they are of no interest to anyone and, as a result, are not needed. Now everyone is trying to simplify access to them.
SF: And how can this be achieved?
LT: Make the interface as transparent and accessible as possible. Last year, for example, we launched the Megafon Pro additional services portal. It is triune: a SIM portal in the phone's SIM card, a web portal on the Internet and a WAP portal for those who access the Web from a mobile phone.
SF: Vimpelcom also has such a portal, and MTS has even more – its own Internet access service iMode. Thus, the image of an innovator will not be preserved. Do you plan to do anything original?
LT: Now we are introducing unified WAP and GPRS settings for all MegaFon subscribers, regardless of the tariff plan and region. For the first time in history, a network of this magnitude will have uniform settings for a huge number of phones of different models. Mobile Internet can be set up with the click of a button. It works for us, but not for other operators.
SF: What percentage of the total income is brought to MegaFon by additional services?
LT: In Europe, the maximum percentage of revenue from additional services in the total revenue of an operator is 20%. At Megafon it is 16-17%. The most active consumers of additional services are young people. To find out the weather forecast for tomorrow, the elderly turn on the TV and wait for the news, while the young look at the website. Well, it is clear that the future of these services grows with them. This future is easy to imagine by looking at Japan, where the mobile phone is replacing more than just the computer. The Japanese operator NTT DoCoMo has a Celica service: the user can attach a mobile phone to the infrared port in the store and buy a can of cola. Using the phone, you can buy tickets and check in for a flight at the airport. The same phone is a document for passage to the office. In fact, it replaces a credit card and a pass.
SF: What hinders the appearance of such services in Russia?
LT: In Japan, and in European countries many services are initially built into the device itself - manufacturers make them to order, and operators are engaged in the sale of phones. Our situation is different. When launching a new service, we depend on whether a particular phone model arrives on Russian market. The release of special phones that will be tuned to our networks can dramatically change the situation. This was done by MTS with iMode, but it cannot be said that it was successful.
SF: Why do you think it happened? After all, MTS did everything "according to the rules" - it sold already "stitched" phones, and the services were adapted to the Russian consumer.
LT: The problem is in the content creation industry. In Russia, the profit from the sale of content is divided between the operator and the content provider. The Japanese model assumes that the operator earns only on GPRS traffic, and this provides a powerful incentive for the development of the content market. As a result, we don't have many services. The ones that do exist are pretty much the same.
SF: Logos and melodies?
LT: Yes, basically these are the services of the so-called content service. Which is not surprising: what operators are able to offer is in demand. There is also a mental specificity of service consumption. In Japan, for example, there are services that may seem infantile to us. For example, you send your personal characteristics - year of birth, name, photo. And they send you the name of the profession that would suit you. Professions are funny. For example, a hairdresser for animals or a dresser in a puppet theater. We would call it children's toys, but there it is very popular among adults. Although, perhaps, the matter is in the eastern mentality. Horoscopes and predictions are so important there that in China, for example, not a single building is built until now until the site is examined by a geomancer.
SF: Do you make successful recipe campaigns or do you wait for inspiration?
LT: Every time we take the same steps. It's like a constructor - you can fold a parallelepiped, or you can make a square. We compare ourselves with our competitors and do a SWOT analysis of our offerings. If we see a gap somewhere, we launch new services and tariffs. And only then all this is embodied in advertising images. Approach, as in the laboratory. You have to be very rational to make an emotional proposal.
SF: So there is no room for inspiration in your technology?
LT: Do you want to hear from me about a miracle? You will not hear the story of how Apple was created. For me to come home and some creative idea suddenly dawned on me - there is no such thing. When I wore an Indian sari to the New Year's party, various and rather unexpected thoughts came to my mind, but they never returned. All our marketing promotions are the results of research carried out with the same precision as in scientific laboratories. The form in which they are embodied, of course, requires creative effort. But an advertising agency does this, and it needs to set a clear task. The agency only creates material to promote the idea, but the main thing is the idea itself. It must be formulated, and it is not born overnight, like a miracle. Any idea is based on specific business goals, which are measured in minutes and bytes.
Pavel Kulikov
“We are not changing the pension system, we are preserving it. We are talking about making the pension system self-sufficient,” Andrey Makarov, chairman of the State Duma Committee on Budget and Taxes, said on the air of the 60 Minutes program, commenting on the results of the discussion by State Duma deputies government bill on changes in pension legislation.
The deputy of the State Duma made a short digression into history. The Russian pension system originated 90 years ago, when the old-age pension was called the old-age pension, and the average life expectancy was 30 years less than it is now.
Later, in the middle of the last century, much more money was deducted into the pension budget, due to the observance of the law, which gives all citizens of the country the "right to work." Those who shied away from work were simply put behind bars. And everyone, without exception, working replenished the budget. Whereas today a large percentage of the working population of the country evades taxes in every way.
In other countries, decisions to raise the retirement age were made as a response to the economic crisis. And in our country, the conversation about the need for such a step was back in the mid-90s. It then rose sharply during the 2008 crisis. Then the president decided to take the path of valorization of pensions. "It was a very significant increase. When social guarantees were reduced in foreign countries, we increased them," Makarov stressed.
Our pension system, like the rest of the world, is based on joint and several liability. Taxes from employees are used to pay pensions to those who have become pensioners today.
The deputy believes that everyone needs to explain the need for pension reform. “The biggest problem of communication between people and the state is that we often lack trust. And the pension system is always based on trust. You can build a brilliant system, but if people don’t believe in it, it won’t work. And trust is created, only if you installed this system and then do not change it for many years."
Today, there are approximately 147 million people working in Russia, while 47 million are pensioners. "Today, the state guarantees the existing pension, and the president in his decree said that our task is to ensure the growth of pensions. In this perspective, it will no longer be possible to fulfill the task of growth that outpaces inflation," Andrey Makarov stressed.
He also assured that with the introduction of the reform, "already next year we will ensure an increase in pensions twice as high as inflation. And we calculated this up to 24 years. In 2019, people will receive an increase in pensions - 1,000 rubles a month."
According to the deputy, the pension system should be built at least 50 years ahead. This requires an absolute set of measures: to provide people with the opportunity to retrain if they suddenly become unclaimed. Revise the amount of unemployment benefits. We also need economic measures that can motivate the employer to leave people of pre-retirement age, and not to fire them. These measures should be considered as a whole. And already today, in the first reading of the bill, their consideration began.
"Today we need to decide on the main thing: in which direction we are going. If we agree that the main task is to increase pensions and the quality of life, then this is the only possible way. And if we want the system to stagnate ... this is a choice," Andrey Makarov concluded.
The government bill on changes in pension legislation was approved in the first reading. State Duma deputies specified the basic norms. The terms for discussing the amendments have been more than doubled - until September 24 instead of August 18.
