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What is beauty care? The answer to this question yields significant insight into the hearts and minds of women throughout the United States. How do females define beauty? What are their must-have beauty products? What beauty products or services can they not live without—and which ones do they use to relieve stress? The answers to these questions will provide spa owners and estheticians insight into the wants and needs of today’s clientele. This information should help guide the spa business decisions that are made on a daily basis to continue to be relevant to today’s female clients.
A brave new world
Women’s lives are very different from those of even several decades ago. More and more they have moved out of the home and into the workforce—most are breadwinners. Their evolving roles are nothing short of revolutionary and have changed everything, including the definition and importance of beauty care. This represents an amazing opportunity for all beauty care and beauty service providers. Understanding how women define beauty care and why can lead to an increased understanding of their needs, as well as a greater share of their pocketbook.
Recent research has revealed several interesting themes that revolve around the female consumer’s definition and use of beauty care. Five major findings are explored in this article in order to share consumer insight and implications for beauty marketers. All the statistics in this article have been provided by the March 2006 edition of the Pink Report, a quarterly research account that reveals what consumers of female beauty products want, what they’ll buy and why.
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