Psychological characteristics of regular clients of beauty salons

The article reviews results of the study dealing with the psychological characteristics of regular clients of beauty salons in comparison with the personal characteristics of women attending salons occasionally. It has been found that the former have an inflated self-esteem and aspirations, their real-Self significantly mismatches the ideal-Self. Women who regularly visit beauty salons use the passive-defensive and addictive strategy of addressing age-related problems, they find a way out in improvement of their appearance and increase of self-esteem by reinforcing the mirror-Self, thus reducing the mismatch between the real-Self and the ideal-Self.