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| MARCH 010 | TEXAS STYLIST & SALON
Attitudes and Perceptions of Beauty and Wellness CareersAn interesting survey was commissioned
to learn more about the attitudes and percep-tions various audiences have regarding careers in beauty and wellness.
The American Association of Cosmetology Schools (AACS) presented findings from a national survey regarding attitudes and perceptions toward beauty and wellness careers, during the AACS annual convention in Phoenix in November.
Respondents included career investiga-tors, identified as young women between the ages of 16 and 34 who reported speaking with someone about careers in the past 12 months; career influencers including parents and guidance counselors; and individuals who had trained or worked in the beauty and wellness industry.
Key Findings The survey asked career investigators
to indicate their level of interest in various careers. 41 percent of investigators reported having some interest in a beauty and wellness career. Among those expressing interest, five percent were extremely interested in a beauty and wellness career, 17 percent were moder-ately interested and 19 percent were slightly interested.
However, investigators between the ages
of 25 to 34 had a stronger interest in beauty and wellness than did younger respondents. More than 75 percent of respondents be-tween 25 and 34 also indicated that they had investigated or taken steps to upgrade their job skills in the past year. The findings in-dicate that cosmetology schools may want to target some of their recruiting efforts specifi-cally towards career changers, noted Jim Cox, executive director of AACS.
Among those that influence young womens career decisions, respondents were generally supportive of beauty and wellness careers. 94 percent of influenc-ers indicated some level of support for beauty and wellness careers, and 62 percent of respondents were extremely or moderately supportive of a young persons choice to pursue a career in beauty and wellness.
What Draws People to Beauty and Wellness Careers?
Respondents who expressed interest in a beauty and wellness career valued the career path for its entrepreneurial qualities, the creative expression opportunities it presents, as well as the opportunity it provides to help others. Supportive influencers also noted that there will always be a need for beauty and
wellness professionals.The survey asked individuals who were
not interested in or supportive of beauty and wellness careers to share their concerns. Among investigators, the most common reason cited was that the respondent was simply not interested in beauty. However, other concerns included income potential,
health/retirement benefits and the availability of jobs.
Although generally supportive of careers in beauty and wellness, influencers including parents and guidance counselors, expressed a strong desire for information and data to sup-port beauty and wellness as a career choice.
Additionally, these individuals tended to be more concerned about the amount of time and cost of entry required for various career paths. The survey revealed that influencers are considering the return on investment careers in beauty and wellness provide, noted Jim Cox, adding that mem-ber schools can use the short time to licen-sure as strength when prospective students are comparing various careers.
How Does Beauty and Wellness Compare to Other Career Paths?
When investigators and influencers were asked to rate various career fields, beauty and wellness performed competitively with careers in information technology, graphic design and culinary arts, but significantly lower than health care.
Beauty and wellness careers perceived strengths compared to other fields surveyed included creativity, flexible scheduling, working with others and entrepreneurship. Perceived weaknesses included income potential, health insurance and retirement benefits. Factors where beauty scored particularly well, such as creative expression indicate that cosmetology may be a draw for students considering other career paths such as graphic design, said Jim Cox.
The survey also asked respondents to indicate how believable they found several statements regarding careers in beauty and wellness. Statements focused on income potential, job availability, entrepreneurial
opportunities and skills that last a lifetime, among others. After indicating how strongly they believed each statement, respondents were provided with claim statements sup-porting careers in beauty.
Perspective from Industry VeteransAs a supplement to the investigator and
influencer research, AACS also asked individuals who had trained or worked in the beauty and wellness industry to share their perceptions about beauty and wellness careers. Beauty veterans tended to have some of the same concerns typically expressed by other independent contractors and entrepreneurs with regards to health and retirement benefits. However, they also valued the field for its opportunity to help others, be
creative and the entrepreneurial opportunities it provides.
Continuing education was important to beauty veterans. More than one-third of beauty veteran respondents 36 percent indicated that they had taken an advanced beauty school program, and 62 percent indicated they had some level of interest in advanced training for beauty and wellness professionals.
While beauty and wellness is not the leading career choice for investigators, it is perceived as a strong career path for individu-als interested in helping and working with others, being creative and having an entrepre-neurial drive. Despite the positive attributes associated with careers in beauty, the field is perceived as having some areas of deficiency, primarily related to predictable income and security.
Research indicates that it is possible to improve attitudes toward careers in beauty and wellness by exposing individuals to facts regarding career benefits. Cosmetology schools, salons and businesses vested in the beauty and wellness industry have an op-portunity to educate prospective students and the public in general about the rewards and opportunities careers in beauty represent.
Our industrys potential has been a secret for too long. Were excited to be engag-ing in initiatives that will position beauty as a premier career of choice, said Lynelle Lynch.
The 2009 Study of Attitudes toward Beauty & Wellness Careers used a U.S.- Canada sample of respondents, made up of 203 Career Investigators (women ages 16 to 34) and 211 Career Influencers (parents, counselors, and mentors, ages 25 to 64). More than 3,500 individuals were screened to ensure a balanced, representative final sample. Findings based on the total sample of 414 are subject to a +/- 4.9 percent or less margin of error, at a 95 percent confidence interval. Decision Analyst, Inc., a leader in market research, conducted the online survey in September and October of 2009.
Factors where beauty scored particularly
well, such as creative expression indicate
that cosmetology may be a draw for
students considering other career paths
such as graphic design, said Jim Cox.
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