Issue: № 2, 2026
Doi: https://doi.org/10.37634/efp.2026.2.15
The paper presents a comprehensive economic analysis of the professional hair coloring services market and evaluates the economic feasibility of implementing an individualized, client-focused approach to hair coloring. The paper examines global and regional trends in the beauty industry, including shifts in consumer preferences, the growing demand for personalized services, and the increasing influence of digital platforms on client engagement. The cost structure of salon operations is analyzed, highlighting key expenditure areas such as labor, materials, marketing, and equipment, along with the primary factors influencing pricing strategies for colorist services. The impact of service quality on customer satisfaction, loyalty, and repeat visits is also assessed, emphasizing the direct relationship between personalized care and long-term business success. The paper further investigates the economic losses incurred by salons due to client dissatisfaction with coloring results, including reduced repeat business, negative reviews, and missed revenue opportunities. Based on these findings, practical strategies for optimizing business processes are proposed, centered on the implementation of diagnostic protocols, tailored service plans, and performance monitoring. Detailed methodology is provided for calculating key economic efficiency indicators relevant to salon management, including Customer Lifetime Value (CLV), Customer Acquisition Cost (CAC), Net Promoter Score (NPS), and Return on Investment (ROI), offering salon owners measurable tools to evaluate and enhance profitability. The paper highlights the significant benefits of investing in personnel training, advanced professional development, and personalized service methodologies, demonstrating that such investments lead to measurable increases in client satisfaction, repeat visits, and overall profitability. Comparative analysis is conducted between salons that adopted the LUMIGLOW methodology and those that follow traditional approaches, showing that the personalized approach provides higher economic efficiency, better client retention, and more sustainable business growth. In conclusion, the findings underscore that the integration of individualized hair coloring services supported by structured diagnostic protocols and strategic business management practices is not only economically advantageous but also essential for salons aiming to maintain competitiveness in a rapidly evolving beauty market. The paper provides actionable insights for salon owners, managers, and colorists seeking to enhance operational efficiency, optimize client engagement, and implement evidence-based strategies for long-term success.
Keywords : beauty industry economics, colorist services market, salon profitability, customer loyalty, pricing, service cost, competitiveness
References:
1. Allied Market Research. Hair Coloring Market Report 2023–2028. Portland, 2023. 186 p.
2. Grand View Research. Beauty Salon Services Market Size Report, 2023–2030. San Francisco, 2023. 142 p.
3. McKinsey & Company. The State of Fashion: Beauty. New York, 2022. 94 p.
4. Professional Beauty Association. Salon Industry Economic Analysis 2023. Scottsdale, 2023. 78 p.
5. Euromonitor International. Hair Care and Colourants: Global Market Outlook. London, 2024. 112 p.
6. Reichheld F.F., Sasser W.E. Zero defections: quality comes to services. Harvard Business Review. 1990. Vol. 68, No. 5, pp. 105–111.
7. Kumar V., Reinartz W. Customer Relationship Management: Concept, Strategy, and Tools. Berlin, 2018. 422 p.
8. Tkachenko T.I. Economics of Service Enterprises under Uncertainty. Kyiv, 2022. 284 p. (in Ukrainian).
9. Kotler P., Keller K.L. Marketing Management. Harlow, 2021. 832 p.
10. BrightLocal. Local Consumer Review Survey 2023. Brighton, 2023. 46 p.
11. State Statistics Service of Ukraine. Statistical Yearbook of Ukraine 2023. Kyiv, 2024. 482 p. (in Ukrainian).
12. Zeithaml V.A., Bitner M.J., Gremler D.D. Services Marketing: Integrating Customer Focus Across the Firm. New York, 2018. 544 p.
13. Lukianets T.I. Economics and Organization of Entrepreneurship in the Beauty Sphere. Kharkiv, 2021. 196 p. (in Ukrainian).
14. Statista. Hair Care Market Worldwide — Statistics & Facts. Hamburg, 2024. 38 p.
15. Parasuraman A., Zeithaml V.A., Berry L.L. A conceptual model of service quality and its implications for future research. Journal of Marketing. 1985. Vol. 49, No. 4. pp. 41–50.
16. Porter M. E. Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York, 1980. 396 p.
17. Rust R.T., Lemon K.N., Zeithaml V.A. Return on marketing: Using customer equity to focus marketing strategy. Journal of Marketing. 2004. Vol. 68. No. 1. pp. 109–127.
18. Anderson E.W., Fornell C., Lehmann D.R. Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing. 1994. Vol. 58, No. 3. P. 53–66.
19. Reichheld F.F. The One Number You Need to Grow. Harvard Business Review. 2003. Vol. 81, No. 12. P. 46–54.
20. Gupta S., Lehmann D.R. Customers as assets. Journal of Interactive Marketing. 2003. Vol. 17, No. 1. P. 9–24.
21. Hallowell R. The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study. International Journal of Service Industry Management. 1996. Vol. 7, No. 4. pp. 27–42.
22. Honchar O.I. Service Quality Management of Service Enterprises. Economy and State. 2020. № 8. pp. 54–59. (in Ukrainian).
23. Kravchenko V.O. Services Marketing: Theory and Practice. Kyiv, 2019. 328 p. (in Ukrainian).
24. Oliver R.L. Satisfaction: A Behavioral Perspective on the Consumer. 2nd ed. New York, 2014. 544 p.
25. Hrytsiuk N.O. Features of Pricing in the Beauty Services Sphere. Bulletin of KNTEU. 2021. № 4. pp. 78–89. (in Ukrainian).