Academic journal article Researchers World

The Determinants of Women Behavior When Choosing Beauty Care Courses

Academic journal article Researchers World

The Determinants of Women Behavior When Choosing Beauty Care Courses

Article excerpt


The goal of this paper is to define the socioeconomic profile of woman and to determine the key drivers of a female behavior when selecting one of the beauty courses (massage, cosmetics, make -up, hair-styling and manicure-pedicure). The findings help professional beauty schools and private beauty institutes to create a new marketing perspective. Based on the results of this article, public or private schools can better understand the consumer behavior and they can create a new marketing strategy by linking company value to consumer needs. In the past, beauty had different meanings, trends, standards, all these depending on geographic region, culture, education, age, race and style. Today, the globalization offers to young people the possibility of creating their own style in terms of make-up, skin treatment or hair style, all empowered by the available technology of every beauty salon. (Miller, 2006)

According to the U SA Bureau of Labor Statistics, the number of specialists in beauty centers or beauty salons will increase with 14 percent by 2022. The employment rate will increase and the jobs in beauty industry in 2022 will jump by over 40 percent as compared to 2012.

In this context, recent studies show that nowadays beauty and wellness services are no longer considered a luxury but a need. In order to prepare specialists in wellness and beauty industry there are two types of courses: unrecognized training courses (they are not recognized by the industry and students do not receive a diploma - this type of courses are organized in beauty salons or in small beauty institutes) and organized training courses where students receive official certification/diploma and where the beauty institute operates like a school.

On wellness market, there are a lot of public and private beauty schools and training programs, wellness concepts, therapist trainings which include new and specific techniques in beauty and wellness industry. To have success, the specialists should follow business management programs, beauty services marketing and customer communication programs. (KPMG, 2007; SRI International, 2010)

Based on this assessment of the business and educational environment, this study aims to give a clear and realistic picture on how women make decision to follow a beauty program. Based on obtained results, specific beauty companies can implement marketing strategies to offer courses with an improved quality of teaching and help women with advices.



Wellness industry includes spas, complementary and alternative medicine, healthy diet/nutrition, preventive behavior, medical tourism, wellness tourism, workplace wellness, fitness industry, beauty & anti-aging industry. The last segment is one of the most important and largest segments of wellness industry. The entire industry refers to health, relaxation and the mental health of consumers, which increase the quality of life and develop a well-being feeling for the people who use these services. (SRI International, 2010; Cohen & Bodker, 2008)

In 2010, at Global Spa Summit conference, beauty and anti -aging market was estimated to generate revenues of $679.1 billion. For the next period, beauty industry and the employment rate in this industry are expected to grow. In future, the new opportunities will appear as more people believe that beauty ritual is an escape from the daily routine (SRI International, 2010; Steers et al. 2010).

In 2016, American Massage Therapy Association estimates a growth with an average rate of 3.6 percent in comparison with 2015. The development of beauty and wellness industry determines the increase of demand for professional specific courses. In 2015 in United Stated were between 300 and 350 accredited massage therapy schools and programs, the employment rate increased to 19 percent from since 2011 and continues to increase with an average rate of 3. …

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