Creating the Identity of Cosmetics Salon on the basis of selected intangible assets
Jolanta Stawska 1/, Ewa Kemicer-Chmielewska 2/, Joanna Pierzak-Sominka 2/
1/ Magistrantka w Katedrze i Zakładzie Zdrowia Publicznego Pomorskiego Uniwersytetu Medycznego w Szczecinie
2/ Katedra i Zakład Zdrowia Publicznego Pomorskiego Uniwersytetu Medycznego w Szczecinie
Introduction. In recent years in Poland one can see growing interest in the services of beauty dictating the need for a professional body and beauty care. The increasement for beauty services significantly elevated the number of beauty salons, causing competition in the market. The customer becomes the most important as the sale itself by its good quality cosmetic services no longer ensure success of the beauty salon. There is a need to offer something more, some added value, not necessarily tangible materially.
Aim. To evaluate the validity of selected assets of the identity of purchasers of cosmetic services, in terms of age and education.
Material and methods. The study group consisted of 114 customers of selected beauty salons in Szczecin. The study used an author´s questionnaire.
Results. The survey results show that the most important intangible asset for the respondents is primarily cosmetics brand used in cosmetic services. Statistical analysis showed that this is associated with age of the respondents. The customers indicated that during a visit to the beauty salon they mostly pay attention to the color of the walls, furniture and decorations which in turn is not significantly dependent on age and education.
Conclusions. Creating the identity of a beauty salon in a purposeful, conscious and comprehensive way, one should pay attention to the brand of cosmetics used during cosmetic services. Selected visual elements are not without significance for the beauty salon clients, as well.
Key words: identity, marketing of cosmetic services, beauty salon