Archives of Women Health and Care Volume 2 Issue 4 Research Open ARCH Women Health Care, Volume 2(4): 1–12, 2019 Review Article Choosing a Hair Consultant: A Mind Genomics Exploration in the Realm of Beauty Klodi Mengri 1 , Atila Gere 2 , Ryan Zemel 3 , Petraq Papajorgji 4 and Howard Moskowit 5 1 Tii Institute, Tirana and Albania 2 Szent István University, Faculty of Food Sciences, Department of Postharvest Sciences and Sensory Evaluation, Budapest, Hungary 3 Limbic Reviews, Chicago, IL, USA 4 European University of Tirana, Albania 5 Mind Genomics Associates, White Plains, NY, USA *Corresponding Author: Howard Moskowitz, Mind Genomics Associates, White Plains, NY, USA; Email: mjihrm@sprynet.com Received: May 16, 2019; Accepted: May 21, 2019; Published: June 20, 2019; Abstract We present an approach to understanding how to create a consulting business for a personal service, in this case hair beauty. The approach uses experimentation, in the form of systematically varied ideas (Mind Genomics.) The strategyis to expose respondents to combinations of services, identify which particular ideas in the combination ‘drive’ positive reactions, and then focus on those ideas in communication. Rather than asking respondents, Mind Genomics works with combinations, presented rapidly, forcing the response to be intuitive, rather than considered. Mind Genomics reveals new- to-the-world groups of consumers, mind-sets, who respond to diferent messages in communications, and identifes individuals with these mind-sets through a PVI, personal viewpoint identifer. Introduction Te business of beauty, ‘hope in a bottle’ as some have called it, continues to grow. Te desire to be beautiful to others, seemingly built-in to our condition as human beings, continues to drive business growth as the economies of the world improve, these economies moving into the 21 st century, and expanding beyond subsistence to better living, and even to living at the ‘high end,’. Te rise of wealthy multi-national companies, specializing in the creation of personal ‘beauty’ in all forms, for all parts of the body, attests to ineradicable desire of people to look attractive. Macro-economic studies of the growth of the beauty industry can go just so far, and no further. Te expertise of marketing and market researchers, replete with their knowledge about the industry, the solution providers (e.g., salons, products) and the customers, provide a lot of information and indeed with the Internet a torrential, ever- increasing amount each day. Whether one reads the newspapers, listens in on social media, or works in salons and stores, one cannot escape the world of beauty, massive, dynamic, growing. Te industry reports, the stock market, the newspaper and other sources of ads and promotions attest to the dynamism. What then about the individual, however? We mean here the consumer who buys the beauty product or service. What can we learn about them, information beyond the conventional information of ‘who they are’, and ‘why they buy?’ We don’t mean the standard information available from trend studies, from so-called Big Data, or even from focus groups convened to learn how to sell a product or service. Rather, we mean here the mind of the individual, when dealing with a product in the world of beauty. Sadly, in the world of science there is relatively little research devoted to the way people make ordinary decisions. Tere are, of course, studies of entire categories and verticals, but these studies tend to be cross-sectional, in the spirit of a macro-economic analysis, such as what are people in general thinking, what are people, in general, buying, and so forth. Te science which emerges from these studies tends to be strongly driven by theory, by mathematical models, and replete with generalities about human behavior gleaned from the analysis. In contrast, there is very little science of ‘every day’ experience. We know that people experience daily life, and make decisions, one decision afer another. But what can we learn about the structure of these decisions? Can we create a science of daily life, almost a science of the mind as the mind or the person confronts the very ordinary, quotidian situations, which make up day to day living? Tere are, of course, academic studies, although far fewer than one might guess, especially in the world of beauty. Studies of beauty as they pertain to daily life tend not to be the topic of science, although when one searches hard enough, there are many papers, most about beauty in the culture rather than beauty and specifcally hair as a topic of science, from the person’s point of view [1–5]. Tere is, of course, a literature on beauty from the point of view of science, although this information tends to be clinical, even though it deals with an emotionally important topic [6,7] Te real and ofen riveting information about one’s experience with beauty, decision-making, and actions comes from the popular press, from news articles, and stories to interest lay readers, who fnd utterly fascinating these stories about beauty and its many facets [8–12].