Asian J Beauty Cosmetol. 2015; 13(5): 587-594.
A Study on Skincare Workers’ Perception about Sales of Professional Cosmetics
ABSTRACT
The beauty industry in Korea, thanks to the country’s advanced technology as well as the rising popularity of the Korean Wave, is recognized as a new player in such areas as tourism and exports, and has a huge potential for growth. Nevertheless, while the local skincare industry boasts world-class technology, most of skincare shops in Korea are small in scale in terms of their business and labor management and their rate of
returns. Consequently, this study aims to suggest that skincare workers seek an increase in sales by selling more products in the shop in an attempt to boost sales as well as to change the profit structure that rests solely on technology. Since most skincare shops carry professional cosmetics, this study explores whether skincare workers in Seoul and Gyeonggi Province perceive sales of professional cosmetics as a source of
profit. The results show that, unlike in the past when skincare workers were not active in selling professional cosmetics, they now have positive perceptions of selling a wide range of products for the increase in sales and the proportion of sales. This change in the perception clearly indicates that, in order to boost sales in skincare shops, skincare workers are required to establish themselves as skincare experts by obtaining necessary
professional skills. This study shows a change in skincare workers’ perception. In other words, skincare workers thinks that they are required to sell professional products so that the skincare industry can grow into a professional from its current low-budget status. Therefore, it is the right time to consider various methods, including professional training for workers, education, etc., in order to promote sales of professional cosmetics.
Keywords :
Skincare shop, Skincare workers, Professional Cosmetics, Sales, Perception, Profit, Revenue
