El presente trabajo surge ante la necesidad de analizar, como gran oportunidad de mercado, el empleo de mujeres de tercera edad como estrategia publicitaria en marcas de belleza para empoderarlas. Caso de estudio: “I am what I make up” con Maye Musk de Covergirl en el 2018. El objetivo de esta investigación es analizar de qué manera el empleo de mujeres de tercera edad como estrategia publicitaria por las marcas de belleza puede empoderadas. Asimismo, busca identificar y explicar la importancia del empoderamiento en mujeres de tercera edad en la sociedad actual y conocer al público compuesto por mujeres de tercera edad entre 70 y 80 años. La metodología a utilizar en la presente investigación será de enfoque cualitativo a través de la técnica de entrevistas que se realizarán a adultos mayores femeninos entre 70 y 80 años y a especialistas en el ámbito publicitario y de belleza. / This work arises from the need to analyze, as a great market opportunity, the employment of elderly women as an advertising strategy in beauty brands to empower them. Case study: “I am what I make up” with Covergirl's Maye Musk in 2018. The objective of this research is to analyze how elderly women can be used as an advertising strategy by beauty brands to be empowered. It also seeks to identify and explain the importance of empowerment in older women in today's society and know the public made up of elderly women between 70 and 80 years old. The methodology to be used in this research will be a qualitative approach through the interview technique that will be carried out on female seniors between the ages of 70 and 80 and specialists in the field of advertising and beauty. / Trabajo de investigación

En la actualidad, hombres y mujeres estudian, trabajan, son independientes o dependientes teniendo algo en común, todos buscan tener tiempo para sí mismos y para su cuidado personal. Debido a las diferentes tareas que realizan a lo largo de su día cuentan con poco tiempo para ello, es por eso que Miss Uñas es una nueva propuesta innovadora que permitirá que el cliente en la comodidad de su hogar se le pueda brindar el servicio de manicure o pedicure, o de lo contrario en el momento que recorra un centro comercial poderse hacerlo en nuestras máquinas express de uñas. El objetivo de este trabajo es determinar el grado de interés y captación de público objetivo en Lima para determinar que personas buscan mejorar su imagen personal y ahorrar tiempo, esto nos permitirá buscar el público objetivo de los segmentos B y C dentro de los sectores 4 y 6 de Lima Metropolitana, para así determinar sus preferencias en calidad, servicios e insumos, requiriendo una inversión de puesta en marcha de S/52,6788. Con este trabajo podremos detallar los hallazgos obtenidos, estadísticas, objetivo, sector económico y estrategias que implementaremos en el presente informe. / At present, men and women study, work, are independent or dependent, but have something in common, everyone seeks to have time for themselves and for their personal care, because of the different tasks they carry out throughout their day, they have little time. For this, that is why Miss Nails is a new innovative proposal that will allow the client in the comfort of their home to perform a manicure or pedicure, or else at the time a shopping mall can be able to do one, in our machines nail express The objective of this work is to determine the degree of interest and recruitment of target audience in Lima to determine that people seek to improve their personal image and save time, this will allow us to search for the target audience of the segments B and C within the sectors 4 and 6 of Lima, to determine their preferences in quality, services and supplies, requiring an investment of S/52,6788. With this work we can detail the findings obtained, statistics, objective, economic sector and strategies that we will implement in this report. / Trabajo de investigación

La idea propuesta a lo largo del presente trabajo consiste en el desarrollo de un proyecto de turismo médico, a través de la función de intermediarios que se efectuará entre estadounidenses que deseen realizarse procedimientos dentales o estéticos y clínicas locales de calidad a un precio accesible. La problemática inicial encontrada en este sector se basa en los elevados precios que se cobran por estos mismos procedimientos en los centros de salud del país norteamericano. Debido a ello, se halló una gran oportunidad de negocio a desarrollar a través de diferentes herramientas, como el Business Model Canvas, por el cual se pudo evaluar los distintos aspectos del giro del negocio, así como plasmar los principales factores que influyen directamente en el mismo. La determinación del tamaño de mercado también fue un factor relevante, dado que en base a ello se pudo identificar la cantidad de personas a quienes se les podría brindar el servicio. En cuanto a la validación del modelo de negocio se plantearon las hipótesis, en la cual se asumieron supuestos para que el modelo se valide y mediante el concierge se verificó la intención de compra del público objetivo. Asimismo, se realizó el plan estratégico para tomar las mejores decisiones a través del marketing de producto, precio, plaza y promoción. Por último, se efectuó el Plan Financiero del proyecto mediante el análisis de los estados financieros durante los 3 primeros años, así como de los ratios financieros que evidencian la rentabilidad y viabilidad del modelo de negocio. / The idea proposed throughout the present work consists in the development of a medical tourism project, through the function of intermediaries that will be carried out among Americans who wish to perform quality dental or aesthetic procedures and local clinics at an affordable price. The initial problem found in this sector is based on the high prices charged for these same procedures in the health centers of the North American country. Due to this, a great business opportunity was found to be developed through different tools, such as the Business Model Canvas, by which it was possible to evaluate the different aspects of the business, as well as to capture the main factors that directly influence the same. The determination of the market size was also a relevant factor, since based on this, the number of potential clients could be identified. Regarding the validation of the business model, the hypotheses were raised, in which assumptions were made for the model to be validated and through the concierge the purchase intention of the target audience was verified. Likewise, the strategic plan was made to make the best decisions through product marketing, price, place and promotion. Finally, the Financial Plan of the project was carried out by analyzing the financial statements during the first 3 years, as well as the financial ratios that show the profitability and viability of the business model. / Trabajo de investigación

El presente trabajo de investigación tiene como objetivo principal la investigación, validación de nuestro modelo de negocio, para luego ser implementado en el mercado real del Perú. Dicha aplicación está basada en nuestro Business Model Canvas y las estrategias aplicadas en alianzas, recursos claves, actividades clave, canales de llegada, costos, entre otros. Barber & Beauty es una aplicación para smartphones, la cual sirve para hacer reservas en los distintos salones de belleza y barberías que se afilien a nuestra plataforma desde la comodidad de tu celular. Esta app está dirigida hacia jóvenes (hombres y mujeres) de 18 a 35 años de los niveles socioeconómicos A, B y C de la ciudad de Lima. Para pode llegar a nuestros clientes se utilizaron los canales electrónicos como Facebook, Instagram y pagina web. En base a dichos canales se elaboraron estrategias y experimentos para poder llegar a nuestros clientes y hacer nuestra validación de descargas y ventas de nuestra aplicación. Para el análisis de factibilidad de nuestro proyecto se realizaron encuestas a los usuarios (clientes) que utilizarían la plataforma, también se desarrollaron entrevistas a expertos (dueños de salones/barberías) para validar si estarían dispuestos a entrar a nuestra plataforma. A través de dichos experimentos se pudo confirmar que nuestro público objetivo anteriormente mencionado, si estaría dispuesto a descargar y utilizar nuestra aplicación Barber & Beauty. Por otro lado, nuestro otro segmente de clientes salones y barberías, también mostraron gran interés en formar parte de nuestra plataforma. Por lo que podemos concluir, que nuestra idea de negocio es rentable y tiene altos niveles de escalabilidad. / The main objective of this research work is research, validation of our business model, and then the implementation of the project into the Peruvian market. This application is based on our Business Model Canvas and the strategies applied in alliances, key resources, key activities, channels, costs, among others. Barber & Beauty is an application for smartphones, which is used to make reservations in the different beauty salons and barber shops that join our platform from the comfort of your cell phone. This app is aimed at users (men and women) between 18 and 35 years of age from socioeconomic levels A, B and C from the city of Lima. In order to reach our clients, electronic channels such as Facebook, Instagram and website were used. Based on these channels, strategies and experiments were developed to reach our customers and validate the number of downloads and sales of our application. For the viability analysis of our project, surveys were carried out with users (clients) who would use the platform, and interviews to experts (salon/barber shops owners) were also carried out to validate whether they would be willing to enter our platform. Through these experiments, it was possible to confirm that our previously mentioned target audience would be willing to download and use our Barber & Beauty application. On the other hand, our other segment of client’s salons and barbershops, also showed great interest in being part of our platform. From what we can conclude, that our business idea is profitable and has high levels of scalability. / Trabajo de investigación

To produce norms and beauty ideals through visual representations - A semiotic and multimodal study of how companies construct the “perfect body”.The aim of this qualitative study is to investigate how clothing companies, with the help of visual representations, construct, confirm and/or whether they challenge different norms and ideologies regarding the "perfect body". Based on the above-mentioned research aim, this thesis aspires to answer the following research questions:- How do visual representations on Instagram contribute to constructing, confirming and/or challenging beauty ideals and norms? - What are the norms regarding each gender according to the analyzed visual representations?In order to address the study’s aim and research questions, this study adopts a case study design which is based on qualitative methodology. More specifically, this thesis conducts a multimodal semiotic analysis of a Swedish clothing company’s Instagram posts. Based on a purposeful collection method, the study offers an in-depth analysis of six Instagram posts, considered to be representative of the company’s overall marketing strategy.Drawing from theoretical perspectives such as, social constructivism, social semiotics, self-discrepancy and poststructuralist feminism this thesis shows cases that both can confirm and contest society’s norms and beauty ideals. In summary, this thesis shows that the company under investigation both constructs and contests ideals and norms regarding the "perfect body", for the individual gender. These ideals are confirmed by creating visual representations where only people who meet society's ideals and norms are presented. The company thus does not challenge the notion of the "perfect body", which is a fit and thin body.

ABSTRACT BEAUTY LOOKS CREATED BY WOMEN: TRADITIONAL BEAUTY AND NEW AESTHETICS FOR WOMEN MAY 2021 YURINA YOSHIKAWA B.A., NANZAN UNIVERSITY M.A., UNIVERSITY OF MASSACHUSETTS AMHERST Directed by: Professor Amanda C. Seaman In this thesis I focus on comparing the styles of beauty or “looks” that women have created for themselves, as well as concepts of traditional beauty. By doing so, this thesis will clarify how women try to change traditional beauty concepts and express themselves. As anyone who has watched TV in Japan has noticed, Japan has stereotyped aesthetic values of women that mass media such as magazines or TV dramas have created and disseminated. Pictures of beautiful women (bijinga 美人画) and beauty pageants are just two examples. In Japan, women having black hair, white skin, almond-shaped eyes, and well-defined noses are considered beautiful, and this aesthetic has not changed much since the Heian period (794-1185). After the work of Takehisa Yumeji (1884-1934), whose pictures created the foundation of kawaii culture in the Taishō period (1912-1926), women have adopted this new aesthetic category in order to get around the fixed aesthetics of the bijin look. In other words, the start of kawaii culture is one of the turning points for women to evade a monolithic image of what is considered beautiful. However, as kawaii culture spread across the world due to the popularity of manga and anime, the notion of kawaii also began to be fixed by the mass media, becoming as rigid as the notion of bijin. For example, Japanese idols from the Shōwa period (1926-1989) through the Heisei and Reiwa all look alike by design. Many idols have bangs, natural black or dark brown hair, and flat-shaped eyebrows which are attractive to men. To overturn this tendency, some women have created new kinds of makeup styles to express their own version kawaii aesthetics. Ganguro, yamamba, or “gal” makeup were all created by women and popular among young women. In general society—particularly men—did not accept these makeup styles as aesthetically beautiful; the public regarded these looks as not kawaii but rather ugly (busaikuブサイク). However, even though society found looks ugly, this kind of makeup nevertheless became extremely popular among girls and women in their 10s and 20s who regarded such looks as kawaii and trendy. This aesthetic can be seen as what happens when women get around fixed notions of beauty by adopting and transforming the idea and look of kawaii. In this thesis I discuss the development of the kawaii aesthetic and how it becomes a way for women to break out of the tyranny of bijin. I look at a trend of new bijinga and talk about how women are trying to break away from the traditional notion of bijin. Using a collection of contemporary bijinga, I examine how actresses are fighting to do their own makeup for their films, TV programs, or dramas; in particular, actresses Ishihara Satomi and Nanao try to express their own beauty by creating the characters’ looks themselves. In this respect, the characters are original styles of beauty created by these women.

Looking at earlier studies and previous research in influencer marketing and parasocial relations between influencers and their followers, many of them are studying influencers in other countries such as Singapore and not in Sweden. This is a research gap we want to fill, which is why this study is focusing on Swedish influencers. By investigating the effects of interaction between consumer and producer might give a better understanding of how marketing strategies can develop in the online environment by using the interactive features of the social media platform Instagram. For this study, the objects of analysis are three Swedish companies selling beauty products. One of the purposes of this study is to illustrate what effect an influencer has on a company’s interaction in terms of likes and comments on Instagram. Another one is to create new knowledge in this research field by studying a specific industry, such as the beauty market. In light of previous research that confirms that influencer marketing is reaching several markets and are quickly expanding, we want to examine how this new way of marketing takes place among Swedish brands. Based on the purposes of the study, two research questions have emerged:   What effect does the participation of an influencer have on a company's Instagram account in terms of interaction?  What features on Instagram can be seen as influential factors on the interaction in terms of likes and comments?   The analytical framework is based on the theory of parasocial interaction, which has the purpose to give an understanding of how the relationship between influencers and followers are established in today’s social media environments. In addition, we have used relevant previous research in perceived interconnectedness, influencer marketing, and how the interaction online from the audiences have developed. The empirical material that was examined in the study was content in forms of posts on the social media platform Instagram. The objects of analysis are three Swedish beauty product companies, CAIA Cosmetics, Indy Beauty, and Kicks. Two well-established influencers have created the first two companies; Bianca Ingrosso is the creator of CAIA Cosmetics, and Therese Lindgren is the creator of Indy Beauty. The collected data, 300 posts in total, has been analyzed through a quantitative content analysis. The results from the study show that there is an extensive difference in interactions, in terms of likes and comments on average, when the companies are posting content including the influencer, in contrast to the opposite. Even if the number of posts with influencers is considerably low on two of the Instagram accounts compared to posts without influencers, they still manage to achieve more interaction in both likes and comments. For CAIA Cosmetics, the results show that interactions on average share approximately the same amount of numbers throughout the analysis. For Indy Beauty, this was not the case. The number of comments on average when not including Therese Lindgren was distinguishable higher compared to when including her. The reason behind this result might be a product-oriented campaign Indy Beauty launched at the beginning of December 2019. The empirical material of this study included data from this specific time and caused an effect on the results in this case. The campaign only included posts of products, and one of the requirements to win the Christmas gift was to comment on the posts, which led to a higher number of comments of posts without an influencer. To summarize the analysis, the involvement of an influencer in its marketing strategy gives a certain effect in interaction. However, it can also be efficient to apply the features of Instagram and launch product-oriented campaigns on your social media platforms to gain interaction in terms of likes and comments among your followers. Finally, it is difficult to generalize the conclusion since the outtake of this study only includes three Swedish companies and their content. / I tidigare studier och forskning inom influencer marketing och parasociala relationer mellan influencers och deras följare, studeras influencers i andra länder såsom Singapore och inte i Sverige. Detta är ett forskningsområde vi vill bidra till genom att i denna studie studera svenska influencers. Genom att undersöka effekterna av interaktion mellan konsument och producent kan det ge en bättre förståelse för hur marknadsstrategier kan utvecklas i dagens sociala mediemiljöer och dessutom genom användandet av de interaktiva funktionerna på den sociala plattformen Instagram. Ett av syftena med denna studie är att illustrera vilken effekt en influencer har på interaktionen när det gäller likes och kommentarer på Instagram. En annan är att skapa ny kunskap inom detta forskningsområde genom att studera en specifik marknad, till exempel skönhetsmarknaden. Mot bakgrund av tidigare forskning som bekräftar att influencer marketing når flera marknader och snabbt expanderar, vill vi undersöka hur detta nya sätt att marknadsföra sker bland svenska märken. Baserat på syftet med studien har två forskningsfrågor framkommit:   Vilken effekt har deltagandet av en influencer på företags Instagram-konto när det gäller interaktion? Vilka funktioner på Instagram kan ses som inflytelserika faktorer för interaktionen när det gäller likes och kommentarer?   Det analytiska ramverket är baserat på teorin om parasocial interaktion, som har som syfte att ge en förståelse för hur förhållandet mellan influencer och följare är etablerat i dagens sociala mediemiljöer. Dessutom har vi använt relevant tidigare forskning i perceived interconnectedness, influencer marketing och hur interaktionen från publiken har utvecklats online. Det empiriska materialet som undersöktes i studien var innehåll i form av inlägg på den sociala medieplattformen Instagram. Analysobjekten är tre svenska skönhetsproduktföretag, CAIA Cosmetics, Indy Beauty och Kicks. Två väletablerade influencers har skapat de två första företagen; Bianca Ingrosso är skaparen av CAIA Cosmetics, och Therese Lindgren är skaparen av Indy Beauty. De insamlade uppgifterna, totalt 300 inlägg, har analyserats genom en kvantitativ innehållsanalys. Resultaten från studien visar att det finns en omfattande skillnad i interaktioner, i termer av likes och kommentarer i genomsnitt, när företagen publicerar innehåll inklusive influencers, i motsats till att inte inkludera influencers. Även om antalet inlägg med influencers är avsevärt lågt på två av Instagram-kontona jämfört med inlägg utan influencer lyckas de fortfarande uppnå mer interaktion i både likes och kommentarer. För CAIA Cosmetics visar resultaten att interaktioner i genomsnitt delar ungefär samma antal siffror under hela analysen. För Indy Beauty var detta inte fallet. Antalet kommentarer i genomsnitt när Therese Lindgren inte inkluderades var högre jämfört med när hon inkluderades. Anledningen bakom detta resultat kan vara en produkt-orienterad kampanj Indy Beauty lanserades i början av december 2019. Det empiriska materialet i denna studie inkluderade data från denna specifika tidpunkt och påverkade i detta fall resultaten. Kampanjen inkluderade bara inlägg av produkter, och ett av kraven för att vinna en julklapp var att kommentera inlägget, vilket ledde till ett högre antal kommentarer på inlägg utan influencern. Slutsatsen av studien visar genom att involvera influencers i sin marknadsföringsstrategi kan ge en viss effekt i följares interaktion. Det kan även vara effektivt att tillämpa funktionerna på Instagram och lansera produkt-orienterade kampanjer på dina sociala medieplattformar för att öka interaktionen när det gäller likes och kommentarer bland dina följare. Slutligen är det svårt att generalisera slutsatsen eftersom undersökningen från denna studie endast innehåller tre svenska företag och deras innehåll.

MENVSC / Department of Hydrology and Water Resources / Africa is endowed with various earthy materials, of which each community is uniquely identified. Inspite of the vast knowledge of western cosmetics, application of traditionally used cosmetics have been in existence and will be into practice from generation to generation, this is as a result of their various indigenous knowledge about traditional cosmetics. They are mostly applied during traditional rites and festive periods. Occasionally, earthy materials play a vital role in traditionally used cosmetics. Different reasons have been associated with the use of these earthy materials, they are: for skin cleansing, protection against ultra violet radiation, skin lightening, perfecting the distorted part of the skin and improving beauty. This study is focused on the physico-chemical, chemical and mineralogical characterisation of earthy materials indigenously used as cosmetics. This is achieved firstly by identifying the various earthy materials applied topically as well as their constituents. Samples for this study were obtained from six (6) different African countries namely: Botswana, Cameroon, Democratic Republic of the Congo, Nigeria, South Africa and Swaziland and were subjected to the following analyses: Scanning Electron Microscope and Electron Dispersive X-ray Spectroscopy for the morphology and elemental analysis, hydrometer method for the determination of particle sizes of each sample and a texture Auto Lookup Software Package (TAL Version 4.2) for the classification of their various textures (%clay, %sand and %silt). The X-ray diffractometry was applied for the identification of their mineral phases (secondary, major and minor). The Brunauer Emmett and Teller (BET) method was used for the physisorption analysis and classifying them according to their isotherm types (Type I, II, III, IV, V and VI). The chemical analysis was achieved by X-ray fluorescence (XRF). The result revealed that the morphology of the various representative samples varies, except CMR 1; 2, SCC 1; 2 and SLW 1; 2 which showed same structure and same elemental constituents, their resemblance indicated that they possess same geological formation. The XRF result indicated the presence of the following trace elements: Al, As, Au, Ba, Bi, Br, Ca, Cd, Ce, Cl, Co, Cr, Cs, Dy, Er, Eu, Fe, Ga, Gd, Ge, Hf, Hg, Ho, I, In, K, La, Lr, Lu, Mg, Mn, Mo, Na, Nd, Ni, Nb, Os, P, Pb, Pd, Pr, Pt, Re, Rh, Ru, S, Sc, Se, Sb, Si, Sm, Sn, Sr, Ta, Te, Tb, Th, Ti, U, V, W, Y, Yb, Zr and Zn, were measured in ppm. For example, Fe – 66.47 (Qwa-Qwa), Al – 4.64 (Swaziland), Si – 6.26 (Democratic Republic of Congo), Ti – 3.75 (Qwa-Qwa) and so on. From the particle size distribution analysis, some samples were identified to be clay (BTS 1, BTS 2, NG 1, SCC 4, SCC 5, SCC 9, SCC 11, SCC 12, SWL 1 and SWL 2) with their particle sizes < 2μm, whereas other samples showed other properties which are > 2 μm. Ten minerals were identified in the clay fraction samples: albite, goethite, halloysite, hematite, kaolinite (kaolinite-1Md, kaolinite 1) Mica (muscovite), sulphur, talc, chalcanthite and whewellite. The BET method vii for physical adsorption revealed that BTS 1, BTS 2, CMR 1, CMR 2, DRC A, DRC B, NG 1, NG 2, SWL 1, SWL 2, SCC 1, SCC 4, SCC 5, SCC 8, SCC 9, SCC 11 and SCC 12 countries possess Type II isotherm whereas samples from SCC 2, SCC 6, SCC 7 and SCC 10 had Type III isotherm. The physisorption analysis result also determined the various surface areas and porosity of each representative samples.

El presente proyecto se ha realizado para analizar la producción y comercialización de un modelo de negocio basado en la creación de una crema hidratante a base de aguaje y ungurahui. La finalidad de este proyecto es brindar a las mujeres un producto con propiedades naturales para prevenir el envejecimiento y fortalecer la piel de su rostro. Nuestras principales hipótesis se enfocaron en nuestro público objetivo que fueron mujeres de 30 a 60 años que están dispuestas a cambiar sus marcas tradicionales por cremas con ingredientes naturales como lo es Lisse Natura. Estas hipótesis fueron validadas en mujeres en la ciudad de Lima con el fin de conocer su disposición de compra. En la actualidad, existe muchas marcas de cremas faciales que ofrecen productos con efecto anti edad que utilizan diversas maneras de vender como consultoras de belleza, tiendas físicas, farmacias, entre otros. Sin embargo, se está iniciando ventas de productos naturales a través de ferias ecológicas y redes sociales, los cuales están siendo de mucha acogida por las clientes debido a la facilidad de realizar la compra. Por ello Lisse Natura, está ingresando al mercado a través de ventas por los canales mencionados. La conclusión final del proyecto es que el modelo de negocio presenta una propuesta de un producto innovador que genera rentabilidad para los inversionistas. Así mismo, se puede analizar la escalabilidad del negocio, desde el año 2 en donde muestra una utilidad neta positiva. / This project has been carried out to analyze the production and commercialization of a business model based on the creation of a moisturizer based on aguaje and ungurahui. The purpose of this project is to provide women with a product with natural properties to prevent aging and strengthen the skin of their face. Our main hypotheses focused on our target audience that were women aged 30 to 60 who are willing to change their traditional brands for creams with natural ingredients such as Lisse Natura. These hypotheses were validated in women in the city of Lima in order to know their willingness to buy. Currently, there are many brands of facial creams that offer products with anti-aging effect that use various ways of selling as beauty consultants, physical stores, pharmacies, among others. However, it is starting in the sector the sales in ecological fairs and through social networks the sale of natural products natural products through ecological fairs and social networks, which are being very welcome by customers due to the ease of Be able to make your purchase. That is why Lisse Natura is entering the market through sales through social networks and its website, the aforementioned channels. The final conclusion of the project is that the business model presents a proposal for an innovative product that generates profitability for investors. Likewise, the scalability of the business can be analyzed, since year 2, where it shows a positive net profit. / Trabajo de investigación

El presente proyecto consiste en la edificación de un plan de emprendimiento. Este plan es diseñado en las mujeres de Lima Metropolitana y Callao entre las edades de 30 y 45 años. MultiMask es un producto desarrollado para brindar practicidad, calidad y responsabilidad solidaria no solo con sus clientes sino también para los demás grupos de interés como el medio ambiente. A través de nuestras validaciones, pudimos encontrar que muchas mujeres no suelen darle el debido cuidado a su piel, no porque no quieran sino más bien por falta de tiempo. De ahí el nacimiento innovador de MultiMask, una mascarilla reutilizable con la utilización de una fórmula a base de uva y sábila. De este modo, ofrecemos cuidar la belleza de las mujeres sin que estas sacrifiquen su tiempo. Tras las semanas de duración de este curso, se ha podido validar la viabilidad de este proyecto, por lo que concluimos en que el modelo de negocio presentado genera rentabilidad para sus inversores. Uno de los puntos importantes a mencionar es la estimación del periodo de recupero el cual presenta una utilidad neta positiva al segundo año de operatividad del proyecto. / The present project consists of the creation of an entrepreneurship plan. This plan is designed for the women of Lima and Callao between the ages of 30 and 45 years. MultiMask is a product developed to provide practicality, quality and joint responsibility not only with its customers but also for other stakeholders such as the environment. Through our testings, we found that many women do not typically prioritize their skin care, not because they do not want to, but rather because they lack the time. Hence the innovative birth of MultiMask, a reusable mask with the use of a grape and aloe based formula. Through this, we offer to take care of women´s beauty without sacrificing their time. Throughout the weeks of this course, we were able to successfully validate the viability of this project. Therefore, we conclude that the business model presented in this report generates profitability for its investors. One of the important points to be specified is the description of the recovery period, which presents a positive net profit for the second year of operation of the project. / Trabajo de investigación