Fifty Shades of Beauty Business Plan - Case Study Example

Business Plan Affiliation Contents Executive Summary The Proposal of the Products and Services 2 Industry, Competitor & Strategic Analysis 5 Environmental Analysis 5 PEST Analysis 5 Strategic Analysis 7 SWOT Analysis 7 Marketing Plan 9 Market Size 9 Market Segments 9 Customer Profile and Behaviour 9 Market Research 10 Production and Operations Plan 12 Human Resources & Organisational Structure 12 Financial Plan 14 Projected Cash Flow Statement 16 Projected Balance Sheet 17 Pro Forma Profit and loss Statement 19 Critical Risks 21 Start-Up Schedule 23 Flow Chart Diagram of Start-up Schedule 24 Appendices 25 Letter of Intent 25 Primary Marker Research 27 Cash Flow Forecasts 28 Executive Summary As many people are shifting from traditional chemical food items to organic alternatives they are discovering that organic products are far better than artificial products and they are also discovering that there are many ways to use organic products and enhance green living. It is no wonder that organic cosmetics are becoming famous in many parts of the world and people are demanding more organic cosmetics and solution. This demand has triggered the idea of organic beauty salon and this business plan contains all the relevant information of organic beauty salon. Furthermore, the name that has been selected for this business is Fifty Shades of Beauty, as the name suggests this salon will enhance beauty by using organic products and treatments. The location that has been selected to start this business is Parnell Street in Dublin, Ireland. The idea to open an organic beauty salon in Dublin is unique and there is huge demand of organic beauty products therefore, there are many chances for the success of this salon. The target market consists on females from the ages of 14 to 60 and it has been revealed by market survey that females from this age limit want to use organic beauty products and are willing to pay high price for the sake of their beauty. The investment will be done by the owner so there is no financial problem to start Fifty Shades of Beauty. The salon aims to be the premier organic beauty salon in Dublin. Because of unique blend of organic products, beauty treatments, and superior customer services the business will quickly gain customer attention and market share. The salon will provide wide range of organic beauty treatments to its customers in relaxing and rejuvenating atmosphere. The aim of the business is to provide safest beauty treatments to the people of Dublin and to gain customer trust and loyalty. The Proposal-Description of the Products and Services Everybody wants to look good, because if you look good, you feel good. The idea of looking beautiful is not new people are struggling to find safe ways and techniques to look beautiful and young. Unfortunately there are many beauty products available in the market which contains hazardous chemicals and the use of those products in long run creates many skin diseases among which skin cancer is very common now a day (Davis, 2007). To solve this issue and to provide safe and healthy skin products to the people of Ireland, The salon Fifty Shades of Beauty has come up with organic beauty solutions. Fifty Shades of Beauty will provide a complete package of organic products and services to its customers. Now Irish people do not have to worry about their beauty because the salon will provide them safe beauty treatment with its safe products. We heavily use makeup and our skin absorbs around 60% of the cosmetic products we use, which creates skin problems (Dhanirama, Gronow, & Voulvoulis, 2012). To avoid these problems we need to choose those products which do not contain harmful chemicals and are good for our skin. Organic cosmetic products contain vitamins, minerals, and other natural ingredients like Aloe Vera, Primrose Oil, Shea Butter, Green Tea Extracts, and Macadamia Nut Oil, that are beneficial for skin (Cervellon, & Carey, 2011). The organic cosmetic does not contain harmful synthetic chemicals, irradiations and artificial preservatives and most of its ingredients are produced via organic agriculture process therefore they are safe. Fifty Shades of Beauty is an upscale excellent service beauty salon. The salon will provide wide range of beauty services by organic cosmetics. The services include: Skin Care: Herbal Facials, vitamin facials, body massage, and body waxing. Hair care: Hair cutting, perms, relaxers, hair colour, conditioning, reconstructing, protein treatment, rebounding, and curling. Nails: Vitamins and minerals Pedicure and manicure, polish, nail art, and sculptured nails. The salon Fifty Shades of Beauty is a new business in beauty salon industry with its unique offerings of organic products and beauty treatments. The target market of the business consists of females between the ages of 14 to 60. The business has divided its target market into four sub segments which are: teenagers (14-19), young adults (20-25), mature women (26-45), and older women (46-60). The requirements of different age groups are different so by keeping the requirements in mind the salon has different organic products and treatments. The unique selling proposition (USP) of the business is its organic products which are far better than artificial cosmetics. Organic cosmetic products are safe and provide essential vitamins and minerals to the skin. In spite of little high price than normal cosmetics, organic products are beneficial in the long run and delay aging process. To spend money on organic products and treatments is a wisest choice because it helps you to look young by slowing skin aging process. The business has huge potential to grow in Ireland because of its organic products and services offering. The salon is better than other salon of the industry and has clear advantage over competitors. The business will create superior value for its customers because it knows that beauty is everyone’s’ desire. Industry, Competitor & Strategic Analysis Environmental Analysis Ireland is a small independent country with the population of approximately 4.58 million. The Irish people are very concerned about their beauty and health. Therefore the idea of establishing a salon with organic products and service offering is very good. According to a local survey almost 67% of the Irish population is between the ages of 15 to 64 and skin cancer is among the five most common cancers in which they are suffering (Kim, & Seock, 2009). Now people of Ireland have become more concerned about their beauty and health, therefore are willing to invest in organic beauty treatment (Cervellon, & Carey, 2011). Fifty Shades of Beauty is an organic beauty salon therefore it has some great advantages over other conventional salons. Due to its unique offering the business will grow with great potential. There is a gap in organic salon industry of Ireland therefore Fifty Shades of Beauty will fill this gap and will provide organic beauty treatments to Irish people. PEST Analysis Political Analysis There has been a change in Ireland’s political situation in recent months. There is a serious structural dissatisfaction related to government policies among people but due to the recovery of Europe the Irish economy is growing and has significant impact on business organizations. During the past six years Ireland is facing turbulent political situations because of the differences between two dominant political parties, Fine Gael and Fianna Fail. Politically and economically these two parties are indistinguishable and are not really working for the betterment of people (Tsigonia, et. al., 2010). In spite of political uncertainties beauty and personal care industry of Ireland is experiencing continuous growth, it reflects that there is a potential of growth for organic beauty salon. Economic Analysis The average growth rate of Ireland is 3.59 percent from 1998 to 2014 and the Gross Domestic Product (GDP) has expanded by 0.20 is the last quarter of 2014. The growth rate and GDP shows that the economy will grow in the future. In Ireland’s economy service sector is the major contributor because it contributes 72 percent share in country’s GDP. According to a survey Irish economy will grow to €263.9 billion at the current price till 2018. Additionally, in the existing economic scenario beauty and personal care industry is growing and has achieved tremendous growth over the past years. Deodorants and cosmetic businesses are gaining success which indicated that the market is suitable for organic beauty salon. Social Analysis Ireland is facing some social challenges because of high sovereign debt, high unemployment rate and cultural change (Hunt, Fate, & Dodds, 2011). Globalization has created a scenario of high diversity and people are shifting from traditional values to modern globalized world. Due to globalization people of Ireland became aware about organic beauty products and spend money to buy imported organic cosmetics (Dillane, 2008). This factor triggers the concept to establish an organic beauty salon for Irish people. Technological Analysis Media and entertainment industry is the most emerging industry of Ireland. People pay close attention towards media and entertainment. Due to latest technology this industry is gaining boom and will help other business to gain fame and profit. The sector will grow with annual growth rate of 4.2 percent and will help the economy. Due to technological advancement it became easy for businesses to target potential customers and to effectively communicate with them. Hence technology is a major contributor in the success of business organizations. Strategic Analysis Before starting any business it is necessary to prepare strategies. The concept of Organic Beauty Salon is unique therefore it requires proper strategies to gain success. Strategy is a combination of winning aspiration, competitive advantage, value offering, operational excellence, and distinguishable products and services. The strategy of Fifty Shades of Beauty focuses on these five components. The winning aspiration of the business is to satisfy health and quality conscious customers and to gain more and more market share. The business has competitive advantage because the products and service it is providing to its customers are organic and have positive impact on skin. The use of organic products decrease the chances of skin diseases hence the salon has competitive advantage. Furthermore, it provides unique value to its customers. Now they do not have to worry about their skin problems because a complete solution of all their skin problems is here. The salon will hire skin and hair specialist and beauty experts in order to serve customers. The business will use skimming pricing strategy to gain customer trust because organic beauty treatment is not a cheap treatment people knows that the cost will be little higher than normal beauty salon treatments. SWOT Analysis Strengths The major strength that the business aims to achieve is customer satisfaction. By providing qualitative organic beauty treatments the business will achieve trust and loyalty of customers. Another major strength that Fifty Shades of Beauty possess is its organic products and efficient beauty treatment services. Customers of all age groups can get their desired beauty services from the salon. The location of the salon is also strength because it is located is Dublin the largest city of Ireland. From this location the business will serve majority of customers of its huge population. Weaknesses The organic beauty salon Fifty Shades of Beauty is new in the beauty industry so lack of experience might be a weakness for the business. There are still some people who are unaware about hazardous cosmetics so this is also a weakness but the salon will take every possible step to create awareness among people about the benefits of organic products. Large cost associated to start an organic beauty salon is also a weakness. Opportunities A steady growing beauty and personal care industry, unaffected by economic downturn is an opportunity and establishing a business in this industry is a wise choice. Due to effective pricing strategy there are chances that the business will achieve its breakeven in short time period. The increasing awareness of organic products among customers is also an opportunity which indicates future growth in this business (Yeon, & Chung, 2011). Threats Strong competition from other beauty salon and decrease in purchasing power parity of customers are threats for the business. The threat of new market entrants is also presents as people are paying more importance towards organic products so there are chances that other organic salon will establish in the industry in near future. Marketing Plan Market Size Fifty Shades of Beauty will start its operations from the Dublin city. The total population of the city is around 1.8 million and according to City of Dublin demographic report 48.51% population consist on female. The statistics shows that the market size for the business is large enough to gain profit. In the starting 5 years the salon will try to capture more than 50 % of the total market share (Yeon, & Chung, 2011). Market Segments Market segmentation is the process of dividing potential market into different segments and to target them effectively. So the market segments of Fifty Shades of Beauty are Teenagers, Young adults, mature women, and older women. The criteria that the business adopted for market segmentation is age. Age matters a lot especially for beauty products and treatments. Not a single product can be applied on all age groups so the salon has divided its target market into four segments on the basis of age. For the youngsters the focus is on hair and nail products and treatments whereas for other three groups the main focus will be on skin treatment. Customer Profile and Behaviour With the passage of time customer behaviour is changing and now they spend money on safe and non-hazardous cosmetics (Tsakiridou, et.al. 2008). Irish females are very conscious about their beauty so they will definitely use organic beauty products. Fifty Shades of Beauty is a one stop place for all beauty treatments because it will provide wide range of organic skin, hair, and nail treatments to its customers. The basic needs of the customers that the salon will satisfy are: Convenience: The convenient location of the salon so that majority of customers can get their desired organic beauty services. Customer Service: the business will serve all its customers with superior care and attention. Pricing: the pricing of the organic beauty products and services are relatively higher than conventional cosmetics but the prices are not higher than famous cosmetic brands so the competitive pricing will satisfy customers. Market Research Marketing Objectives Increase repeat customer share by 9% per quarter. Increase new customer by 5% per quarter. Decrease the cost of customer acquisition by 7% per year. Maintain positive growth each quarter. Increase customer loyalty and trust by providing efficient services. Capture more customers via mouth marketing. Marketing Mix Positioning Fifty Shades of Beauty will position itself as a convenient and superior service organic beauty salon. The salon will offer high quality organic beauty services to its customers. The business will leverage its unique competitive features to achieve its desired market position. The competitive edge of the salon is its organic beauty services and products. Customers can get their desired services and can buy organic products like whitening cream and organic shampoos from the salon. Price The pricing scheme of Fifty Shades of Beauty will be based on skimming pricing strategy therefore prices of facials, hair treatments, and nail treatments will he high in the first year of business operations. After that on 1st anniversary the business will announce 5% reduction in its prices. The reason of selecting skimming pricing strategy is to create a superior image of the salon in the minds of consumers and to convey them that organic treatments are little costly because they are chemical free and good for skin. Distribution All the organic beauty services and products will be provided to the customers from salon. Promotion A targeted advertisement campaign will be used for the promotion of the business but the most important promotion strategy is promotion via customers. Satisfied clients will be the best promotion tool for the company. Word of mouth will be the best promotion tool for organic beauty salon because people believe more what they hear from their friend or relatives (Ko, & Yeo, 2009). The salon will give special discounts to those customers who will bring new customers to the salon. Estimated Sales In the first month the salon will not be open for customers, this month will be used for hiring and training of employees and for salon set up. The salon will be officially open for customers in the second month. Sales of initial months will be slow because the salon will be building up its customer base but after initial 4 months the sale will grow steadily. Month Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Euro Nil 4000€ 6000€ 6000€ 8500€ 10000€ 12000€ 13000€ 13000€ 14000€ 15000€ 17000€ Production and Operations Plan The location that has been selected for organic beauty salon Fifty Shades of Beauty is Parnell Street of Dublin City. This is a wonderful place to start an organic beauty salon business because people can easily visit salon and get the services. The main part of business operations is sourcing of products and equipment for the salon. All organic products the business will use will be highly qualitative. The major equipment will be purchased from REM, the leading salon equipment supplier. The important assets and furniture that the salon needs are; 360 barber chairs, Pedicure and manicure equipment, manicure tables, stools, shampoo units, hair drying units, reception desks, ultra-violet sanitizer, and organic products. The total cost associated with purchasing of assets is approximately € 55,000. The major operational activities of the salon are: Cleanliness and maintenance of the salon Periodic checking of all the organic cosmetics and products. Inventory control Periodic checking of employee performance. Human Resources & Organisational Structure The total number employees needed in the starting period are 16 along with the business owner. All the management responsibilities will be fulfilled by the owner. The staffs include one cashier or accountant, three hair stylist, four makeup artists, four skin treatment experts, two manicure and pedicure specialists, and a sweeper. After one year the business will expand and will hire more employees. The working hours of the salon will be 12 PM to 9 PM. All the employees should come at least half an hour before business operating time. Incentives and bonuses will be given to the employees on the basis of their performance. Monthly performance review will be conducted on which employees will be rewarded on the basis of satisfying customers. Every customer will be asked to fill a satisfaction form and the forms will be used to monitor employee performance. Personnel Plan Year 1 Year 2 Year 3 Total People 7 9 12 Total Payroll €77,955 €85,588 €96,127.5 Financial Plan The aim of the business is to achieve breakeven point with three years. The salon will continuously increase its customer base by fully satisfying their customers and by effective marketing techniques. The business owner if financially stable to assure the start-up funds required to settle the salon. Important Assumptions The revenue of the salon will increase by annual rate of 14%. The peak revenue earning time will be December because of Christmas and New Year. The growth will be progressive throughout the year and will increase at a faster rate in second year to account for the flow of new customers. There is no cost of goods sold in the financial statement but all the other important expenses are included in the operating expense part of the profit and loss statement. The only direct cost the business will face is for projected product sales. Key Financial Indicators The most important key financial indicator of Fifty Shades of beauty is when each hair stylist serves 7 customers per say, each skin specialists serves 6 customers per say and Nail artist serves 4 customers per day. Sales, expenses, and inventory turnover Projected Cash Flow Statement Pro Forma Cash Flow Year 1 Year 2 Year 3 Cash Sales €1,150,000 €1,750,000 €2,000,000 Subtotal Cash from Operations €1,150,000 €1,750,000 €2,000,000 Additional Cash Received Sales Tax, VAT, HST/GST Received €0 €0 €0 New Long-term Liabilities €0 €0 €0 Subtotal Cash Received €1,150,000 €1,750,000 €2,000,000 Expenditures Year 1 Year 2 Year 3 Expenditures from Operations €40,000 €48,000 €53,000 Cash Spending €115,910 €131,176 €141,176 Bill Payments €319,414 €1,163,200 €1,223,005 Subtotal Spent on Operations €475,324 €1,342,376 €1,417,181 Principal Repayment of Current Borrowing €0 €0 €0 Purchase Other Current Assets €0 €25 €29 Purchase Long-term Assets €0 €0 €0 Dividends €0 €0 €0 Subtotal Cash Spent €475,324 €1,342,401 €1,417,209 Net Cash Flow €674,676 €407,599 €582,791 Cash Balance €674,676 €407,599 €582,791 Projected Balance Sheet The projected balance sheet of Fifty Shades of Beauty shows that the business will not face any difficulty in meeting debt obligations because of good revenue earnings. Pro Forma Balance Sheet Year 1 Year 2 Year 3 Assets Current Assets Cash €674,676 €407,599 €582,791 Inventory €54,450 €106,111 €121,269 Other Current Assets €0 €0 €0 Total Current Assets €729,126 €513,710 €704,060 Long-term Assets Long-term Assets €0 €0 €0 Accumulated Depreciation €0 €0 €0 Total Long-term Assets €0 €0 €0 Total Assets €729,126 €513,710 €704,060 Liabilities and Capital Year 1 Year 2 Year 3 Current Liabilities Accounts Payable €653,316 €114,725 €197,811 Current Borrowing €0 €0 €0 Other Current Liabilities €0 €0 €0 Subtotal Current Liabilities €653,316 €114,725 €197,811 Long-term Liabilities €0 €0 €0 Total Liabilities €653,316 €114,725 €197,811 Paid-in Capital €160,000 €160,000 €160,000 Retained Earnings (€94,000) (€84,190) (€238,958) Earnings €9,810 €323,148 €585,207 Total Capital €75,810 €398,958 €506,249 Total Liabilities and Capital €729,126 €513,710 €704,060 Pro Forma Profit and loss Statement Pro Forma Profit and Loss Year 1 Year 2 Year 3 Sales €1,150,000 €1,750,000 €2,000,000 Direct Cost of Sales €538,800 €1,050,000 €1,200,000 Other €0 €0 €0 Total Cost of Sales €538,800 €1,050,000 €1,200,000 Gross Margin €611,200 €700,000 €800,000 Expenses Payroll €77,955 €85,588 €96,127.5 Sales and Marketing and Other Expenses €34,000 €39,000 €41,000 Depreciation €0 €0 €0 Rent €120,000 €120,000 €120,000 Leased Equipment €0 €0 €0 Utilities €9,000 €9,000 €9,000 Insurance €12,000 €12,000 €12,000 Payroll Taxes €23,387 €25,676 €25,676 Other €0 €0 €0 Total Operating Expenses €276,342 €291,261 €303,803 Profit Before Interest and Taxes €334,850 €408,736 €496,197 Interest Expense €0 €0 €0 Taxes Incurred (€2,907) (€3,458) (€10,529) Net Profit €331,951 €405,278 €485,668 Critical Risks No matter in what business you are, risk is always involved. It is very important to identify potential risks of your business and make contingency plans to avoid any serious mishap. The most risks that are involved in salon business are theft, accidents, and fire. Beauty salons use heavy electrical appliances and chemicals therefore, they carry severe specific risk. Unlike conventional salons organic salon does not possess any risk associated with chemical but the risk of heavy usage of electrical appliances is there. The owner and manager of the business should have risk management plan so that the risk can be mitigated. Fire Risk Salons use many electrical appliances so the risk of fire is associated with the use of those appliances. Salon owners must protect their salon and should get insurance of their business. This is the best way to mitigate the huge loss associated with fire. There should be fire extinguishers on business premises so that in case of any accident fire could be controlled. Spills and Falls Salon businesses have hive potential for accidents like spills and falls due to water and hair clippings on the floor. In order to avoid any accident and to protect employees and customers it is important to keep the floor free from hair clippings and water and ensure hair stylist to clean their areas properly and frequently. Risk of Competitors With the passage of time people are becoming more conscious about their health and beauty and are willing to pay higher amount for safe products and treatment. This shift in consumer preferences has triggered the concept of organic products and treatments and many conventional salons are thinking to switch from chemical products to organic products. So, there is high competition risk involved in this business. There is no way to avoid this risk but Fifty Shades of Beauty will develop a unique position in the minds of customers by delivering superior customer services and through its high class organic products and treatments. Other General Risks Other risks that are associated with salon business are theft, natural disasters, and damage of assets. In order to avoid these risks the salon owner or manager should take some safety precautions and should use sturdy locks on windows and doors. The manager should keep expensive products or items in locked closets and there should be cameras and security system installed in the business premises. Start-Up Schedule The organic beauty Salon Fifty Shades of Beauty will start its operations from 1st of January 2016 but the business will be open for customers from 1st February. During the whole January internal operations of the business will be carried down like hiring of employees, employee training, lay out of the salon purchase of organic cosmetic and contracts with organic cosmetic providers and purchase of furniture for waiting are. There are possibilities of some delays like delay on legal arrangements, delay on selection of salon location, and delay on renovation. The dates have been selected by carefully observing current trends and problems and management will try to strictly follow the schedule. Events Dates Selection of location February 5th 2014 Purchase of location April 9th 2014 Legal requirements fulfillment May 21st 2014 Store renovation July 18th 2014 Purchase of assets 10th August-29th September 2014 Purchase or organic products and other accessories Whole October Salon arrangement November Advertisement, interviews of employees, and Final adjustments December Flow Chart Diagram of Start-up Schedule Yes Appendices Letter of Intent Mr XYZ, Owner ___________ ___________ Dear ______________: The aim of this letter of intent is to provide a written prove of the mutual interest of the following persons: “Buyer(s)”: Mr XYZ and “Seller(s)”: Mr ABC In this letter it is clearly mentioned that the buyer would purchase the material, services, business, or matters set forth in this letter from Seller(s). This letter also mentions some of the legal requirements both parties have to fulfil and terms and conditions that the agreement would cover, along with this the exchange of documents and information that is necessary to place in advance of future agreement. The future agreement may require more documents and approval from different authorities. 1. Prospective Transactions The Transaction, in with both parties has agreed upon involves: the transfer of the store of 200 square feet located in Parnell Street of Dublin Street, from the Seller(s) to the Buyer (Prospective Transaction). 2. Purchase Price: The payment transaction would involve the payment from buyer to seller under the following conditions: a) b) c) 3. Liabilities of Seller There would not be any assumption from buyer to seller or any liabilities or obligations. Seller would remain liable for obligations or liabilities not clearly mentioned by Buyer and which happen before the completion of final agreement, and will pay all liabilities or obligations before closing of contract. 4. Authority to Entry of Letter of Intent Those parties who are signing this agreement affirm that they are authorized representatives of the final buyer and seller and have authority to sign this letter of intent. 5. Closing, Termination of Letter Closing of this letter shall occur no later than 10 days from the date of final signature is affixed except mutual extension by the authorized parties. The letter terminates if Closing does not occur or if either authorized party provides official written termination notice. 6. Governing Law The law of the state will governed this letter, Sincerely, Agreed to Buyer(s) My XYZ ______________________________ Date: _________________ And agreed and accepted by Seller(s) Mr ABC ______________________________ Date: __________________ Primary Marker Research Questionnaire Name: ______________________________ Age: _____________ Q: 1 Do you worried about your skin due to harmful chemicals present in cosmetics? Ans: ____________________________________________________________________ Q: 2 Do you know about organic cosmetics and treatments? Ans: ____________________________________________________________________ Q; 3 will you prefer organic products over harmful chemicals containing cosmetics? Ans: ____________________________________________________________________ Q: 4 how often you visit salon in a month? Ans: ____________________________________________________________________ Q: 5 would you spent little more money for the health and beauty of your skin? Ans: ____________________________________________________________________ Q: 6 have you ever used organic cosmetics? Ans: ____________________________________________________________________ Q: 7 can you spend more money on organic cosmetics? Ans: ____________________________________________________________________ Q: 8 DO you want to slow your aging process by taking organic beauty treatments? Ans: ____________________________________________________________________ Cash Flow Forecasts Sales Forecast Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12 Sales Salon Revenue 0% Nil 4000€ 6000€ 6000€ 8500€ 10000€ 12000€ 13000€ 13000€ 14000€ 15000€ 17000€ Total Sales 4000€ 6000€ 6000€ 8500€ 10000€ 12000€ 13000€ 13000€ 14000€ 15000€ 17000€ Direct Cost of Sales Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12 Salon Styles Only Revenue Nil €2000 €3500 €3500 €5000 €7000 €7500 €7700 €7700 €9000 €9200 €9700 Subtotal Direct Cost of Sales Nil €2000 €3500 €3500 €5000 €7000 €7500 €7700 €7700 €9000 €9200 €9700 Reference List Cervellon, M. C., & Carey, L. (2011). Consumers perceptions ofgreen: Why and how consumers use eco-fashion and green beauty products. Critical Studies in Fashion & Beauty, 2(1-2), 117-138. Davis, D. (2007). Cancer: How Dangerous Are Our Cosmetics?. Newsweek. Dhanirama, D., Gronow, J., & Voulvoulis, N. (2012). Cosmetics as a potential source of environmental contamination in the UK. Environmental technology,33(14), 1597-1608. Dillane, E., McGinnity, P., Coughlan, J. P., Cross, M. C., De Eyto, E., Kenchington, E., ... & Cross, T. F. (2008). Demographics and landscape features determine intrariver population structure in Atlantic salmon (Salmo salar L.): the case of the River Moy in Ireland. Molecular Ecology, 17(22), 4786-4800. Hunt, K. A., Fate, J., & Dodds, B. (2011). Cultural and social influences on the perception of beauty: A case analysis of the cosmetics industry. Journal of Business Case Studies (JBCS), 7(1). Kim, S., & Seock, Y. K. (2009). Impacts of health and environmental consciousness on young female consumers attitude towards and purchase of natural beauty products. International Journal of Consumer Studies, 33(6), 627-638. Ko, S. H., & Yeo, J. S. (2009). Effects of Service Experience and Brand Reputation on Intention by Word of Mouth: Focused on Beauty Salon Service.Fashion business, 13(4), 51-59. Tsakiridou, E., Boutsouki, C., Zotos, Y., & Mattas, K. (2008). Attitudes and behaviour towards organic products: an exploratory study. International Journal of Retail & Distribution Management, 36(2), 158-175. Tsigonia, A., Lagoudi, A., Chandrinou, S., Linos, A., Evlogias, N., & Alexopoulos, E. C. (2010). Indoor air in beauty salons and occupational health exposure of cosmetologists to chemical substances. International journal of environmental research and public health, 7(1), 314-324. Yeon Kim, H., & Chung, J. E. (2011). Consumer purchase intention for organic personal care products. Journal of consumer Marketing, 28(1), 40-47. Read More