Professional cosmetics branded vs. market competitiveness
Joanna Artkop, Aleksandra Sikorska
Zakład Kosmetologii, Instytut Nauk o Zdrowiu, Państwowa Wyższa Szkoła Zawodowa w Płocku
Introduction. Within last few years the cosmetic market has been significantly modified. The heavy demand and the potential have made it regarded as particularly attractive to the producers and investors. The portfolio of cosmetic field is wide while the market is able to accept cosmetics varied by their prices, expected results and their availability.
Aim. Our task was to specify the capacity of the cosmetic market in Poland, its division into specific segments, recognition of preferences of the cosmetic market´s female customers as well as recognition of differences between professional and retail (widely available) cosmetics used in beauty salons.
Material and Methods. The study was conducted among 100 women using the questionnaire by their own, containing 25 questions.
Results & conclusion. The poll indicated that quality cosmetics for beauty salons are able to compete with the other cosmetics on the market. This regards both - their action and ingredients as well as their effectiveness. The brands of cosmetics for beauty salons are regarded as ones of better quality and - as the result of this - having higher prices, which is regarded as the main obstacle by the most of respondents taking part in the research. The researches indicated that customers best know cosmetics offered by popular cosmetic stores. Despite the heavy competition on the market, cosmetics for beauty salons are in demand, especially among loyal customers of beauty salons for whom visiting a beauty salon is often connected with a purchase of a cosmetic appropriate for further home care.
Key words: cosmetics, cosmetic market, professional cosmetics