Is the Rising New Middle Class just as focused on Beauty and Personal Care as the Affluent?

Published By : 19 Jan 2016 | Published By : QYRESEARCH

Last year, Apple Model Management, a Thailand based model agency, announced that it had set up an all-transgender modeling agency in Los Angeles. This announcement stirred the personal care and beauty industry in America. Aggressive campaigns have been resulting in transformational changes within almost every segment of this industry and the spas and beauty salons market has witnessed similar trends. 

Rising awareness of the average consumer pertaining to personal appearance and beauty has greatly fueled the spas and beauty salons market in the Americas. 

Countries within Central America, such as Panama, Guatemala, El Salvador, Honduras, and Nicaragua are also characterized by the rise of the new middle class that is not affluent but extremely aspirational. Recent economic growth in these countries has enabled consumers to be increasingly engaged in beauty and personal care, giving rise to spas and beauty salons. This new middle class is brand savvy, aesthetically aware, and extremely demanding when it comes to value for money and functionality. 

Men in Central America are now part of the spas and beauty salon consumer base and are greatly influenced by advertizing and marketing campaigns. In time, local brands will turn out to be rather competitive and will give international players in the beauty salons and spas market a run for their money. 

When it comes to influencing lifestyle, culture, consumption patterns, and public opinion, celebrities have exceptional power today. Celebrities lend a high degree of credibility to a service or product and this is especially true in the spas and beauty salons segment. Business tycoons, athletes, pop stars, TV and film stars, A-listers and divas, chefs, and several other globally known personalities endorse different products and brands and this has strongly boosted the spas and beauty salons market in North America. Cultural preferences, climate, high incomes, urbanization, and consumer demographics have also played a massive role in driving this market.

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