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Copyright @ Pol J Cosmetol
Pol J Cosmetol 2008, 11(2): 121-139pl,en  Customers vs cosmetic service marketJana Metelska, Kinga Rauer, Elżbieta Nowakowska Katedra i Zakład Farmakoekonomiki i Farmacji Społecznej Uniwersytetu Medycznego im. K. Marcinkowskiego w Poznaniu Summary Introduction. A perfect-looking body as well as a face well-cared-for and radiant with health is, as many people believe, the key to success and a sign of prosperity in life. The increased demand for services related to improvement of looks, external appearance and figure in turn results in an intense growth of the cosmetic service industry. Aim. This paper aimed to examine the changes and trends on the cosmetic market, and consequently to formulate forecasts for the next 2-3 years and to examine the preferences and behaviour determinants of beauty salons´ customers in Poland. Materials and methods. The study included 118 beauty salons/cosmetic surgeries from all over Poland. The analysis of changes and trends on the cosmetic market and of customer preferences was performed based on a research tool developed especially for the purposes of this paper (find the survey attached). Results. Results obtained with the developed research tool indicate a dynamic growth of all the examined segments of the cosmetic service market in Poland in the last two years. This situation probably results from the global macrotrends, increased population´s income, changes in lifestyle and values, marketing activities and consumer preferences. Conclusions. The authors forecast that the next years will rather see a continuation of the current growth trend on the cosmetic service market in Poland. Both the increase in salaries and living level as well as the changes in life style, hygienic habits, care, consumers´ awareness of their needs make the prospects optimistic. Key words: customer, market, cosmetic services |