(Дніпро: Університет імені Альфреда Нобеля,, 2024-04-18) Білоткач Ігор Анатолійович
The thesis states that the cosmetics and personal care market is booming and is one of the fastest growing consumer markets, mainly due to the cosmetics and skin care segments. The main reason for this strong growth is the generational shift with the arrival of younger consumers in the market. At the same time, this shift is being amplified by social media, internationalization and e-commerce, which have a significant impact on purchasing behavior when it comes to cosmetics.
It is emphasized that with proper business organization, the beauty salon "Barbarela" can gain a fairly significant potential to meet the needs of its consumers and achieve the goal of the owner's activities.