Nightclub 'Cinderellas' pay for preen before they're seen

CHANGSHA－Beauty stylists in Changsha, Hunan province, are cashing in by offering "Cinderella" treatments to night owls in a city renowned for its vibrant entertainment scene.

Hours before clubs fill up at midnight, dozens of makeup shops are buzzing in a discreet alley behind Jiefang West Road, a major destination for clubgoers.

In Meimiao Studio, 19-year-old Luo Jiabing is applying makeup and styling the eyebrows of a customer to complete their late-night look.

The 40-square-meter shop receives 50 to 70 customers from 5 pm to 11 pm every evening. A halfhour service can cost 35 to 100 yuan ($5 to $14).

"Night makeup is usually heavier to suit the dim lighting in the nightclubs," Luo said. "Most of our clients are women, but influenced by male beauty bloggers on the video-sharing app Douyin, more men are now seeking our professional services."

Zhu Dejun, an official with Tianxin district, where Jiefang West Road is located, said there are about 100 makeup studios in the area, which employ more than 500 people.

Ma Zeping, manager of U+nail, a makeup and manicure shop, explained how booming night activities support a large number of shops specializing in makeup.

"People come for our makeup services before going to a bar, on a date or even before taking photos for their social media," said Ma, whose customers range from white-collar workers to corporate executives.

"Some clients even come with pictures of celebrities from the internet and ask us to mimic the makeup."

In August, the State Council issued a guideline with 20 measures to support consumption and the nighttime economy, a reference to business activities in the service sector between 6 pm and 6 am.

Consumption is playing an increasingly important role in China's economy, contributing as much as 60.1 percent to the country's GDP growth in the first half of the year.

Changsha is leading the national trend with its rich leisure and makeup culture. In recent decades, the city of 8 million people has built a sprawling industry on its nightlife. Jiefang West Road, in downtown Changsha, has more than 200 bars and KTVs, and often experiences traffic jams between 2 am and 3 am.

Zhu Yuanhong, deputy party secretary of Tianxin district, said developing the nighttime economy is an inevitable choice for Chinese cities to upgrade their economy, citing booming nighttime economies in New York, London and Paris.

Luo, a newbie in the trade, has high expectations for both his career and the industry.

"We occasionally receive training from senior artists to improve our skills. The best of us have the chance to be hired by stars and celebrities," he said.