El presente trabajo de investigación tiene como objetivo principal es describir y analizar el negocio: Yve Beauté. El empoderamiento femenino ha permitido que la mujer de hoy se preocupe por su imagen, cuidado personal no por belleza sino por su salud, contando con presupuesto de gastos mensuales, sin embargo, cuenta con algunas necesidades que resolver por la falta de tiempo y falta de confianza en los estilistas que no cuentan con medidas de bioseguridad adecuadas en un Salón de Belleza. La solución es un servicio de belleza integral a domicilio exclusivo para mujeres, con el uso de tecnología como el escáner facial y un aplicativo móvil para agendar su cita. Lo cual le permitirá recibirlo en la comodidad de su hogar sin tiempo de espera, con la confianza garantizada por la empresa y con los protocolos de bioseguridad durante la recepción del servicio. El proyecto es innovador en su rubro, ya que hoy en día no hay un servicio en nuestro país como el que proponemos ya que el servicio que ofrecemos es único en nuestro mercado en donde predomina un excelente servicio al cliente, insumos de calidad, medidas de bioseguridad y la tecnología. La metodología utilizada es, mixta: revisión bibliográfica, entrevistas, focus group, campañas de redes sociales, landing page, entre otros. Los resultados del análisis del negocio nos indica que es atractivo financiar. Se concluye que es negocio altamente rentable e innovador gracias a la gestión de sus estrategias en especial de marketing y ventas. / The main objective of this research work is to describe and analyze the business: Yve Beauté. Female empowerment has allowed today's woman to worry about her image, personal care not for beauty but for her health, with a monthly expense budget, however, she has some needs to solve because of a lack of time and lack of confidence in stylists who do not have adequate biosecurity measures in a Beauty Salon. The solution is a comprehensive beauty service at home exclusively for women, with the use of technology such as a facial scanner and a mobile application to schedule your appointment. This will allow you to receive it in the comfort of your home without waiting time, with the confidence guaranteed by the company and with biosecurity protocols during the reception of the service. The project is innovative in its field, since today there is no service in our country like the one, we propose since the service we offer is unique in our market where excellent customer service, quality inputs, biosecurity measures and technology predominate. The methodology used is, mixed: bibliographic review, interviews, focus group, social media campaigns, landing page, among others. The results of the business analysis tell us that it is attractive to finance. It is concluded that it is a highly profitable and innovative business thanks to the management of its strategies, in particular marketing and sales. / Trabajo de investigación

The diploma thesis focuses on motivations for watching beauty videos on YouTube. The aim is to clarify why viewers watch amateur videos that communicate topics related to physical appearance. Assuming the audience as an active actor of media communication the thesis is based on uses and gratification theory. Viewers watch beauty videos consciously to meet their individual needs. Based on an analysis of eleven interviews with regular viewers of beauty videos this thesis reveals five categories of motivation. Beauty videos represent the source of information, the source of entertainment, the platform for communication with individuals with shared theme of interest and the tool for self-education. These motivations are not specific for this specific type of media and can motivate viewers to watch amateur beauty videos and professional beauty shows equally. The key motivation for watching beauty videos on YouTube is the interest of videobloggers. Authors of beauty videos disclose parts of their privacy, show their imperfections and interact with their audience. Using these practices videobloggers evoke the illusion of a close relationship between them and their viewers. Viewers have the opportunity the create strong social ties to videobloggers.

The purpose of this thesis is to identify practices that constitute plastic surgery in current Republic of Korea with emphasis put on relationships between participating human beings, materials and technologies. It focuses on practices proceeding inside and outside the clinic of plastic surgery. In accordance with M. Lock's concept of local biology this thesis introduces Korean plastic surgery as a set of practices shaped by mutual interaction of local technologies and Korean bodies. The actor network theory approach (ANT), which emphasizes relational open-ended forming of entities, is applied to examining various aspects of plastic surgery. This approach also provides new ways of exploring how the entities and practices described in the medical anthropology as medicalization, medical tourism or local biology are produced. Key words plastic surgery; Republic of Korea; Actor - Network Theory (ANT); bodily practices; local biology; beauty ideal; medicalization.

In previous research in this field of study, the messages from the female magazines have often been aimed at bodily changes in the woman. The opinions that exist about what a woman should look like and what kind of body corrections are accepted in society is of different character. Likewise, opinions differ on the impact from the media in this context. Our survey is based on a constructivist approach where we believe that the media creates a need for the reader to want to change their looks as well as it encourages to consume.   In our survey, we used a quantitative content analysis where we analyzed 93 covers of Amelia, Tara and M-magasin – lifestyle magazines aimed at women of different ages. The theories that we decided to use are gender and female representation, consumer culture and constructivism. With the selected theories we have analyzed the result which has shown that there is a difference between how the magazines form their messages. Something that is common between the three analyzed magazines is that they use a famous model with several messages on the covers. What differs most between the different magazines is how often they send messages about body corrections to the reader. / I den tidigare forskning som vår undersökning har tagit avstamp i hur ofta kvinnomagasinens budskap syftat till kroppsliga förändringar hos kvinnan. De åsikter som finns om hur en kvinna bör se ut och vilka kroppskorrigeringar som är accepterade i samhället skiljer sig åt. Likaså skiljer sig meningarna om vilken påverkan medierna har i detta sammanhang. Vår undersökning utgår från ett konstruktivistiskt synsätt där vi menar att medierna skapar ett behov hos läsaren till att vilja förändra sitt yttre samt en uppmaning till att konsumera.   Vi har i vår undersökning använt oss av en kvantitativ innehållsanalys där vi har analyserat 93 omslag på magasinen Amelia, Tara och M-magasin – livsstilsmagasin riktade till kvinnor i olika åldrar. De teorier som vi har valt att använda oss av är genus och kvinnlig representation, konsumtionskultur samt konstruktivismen. Med de utvalda teorierna har vi analyserat resultatet som har visat att det skiljer sig åt mellan hur magasinen utformat sina budskap i textpuffarna. Något som är gemensamt mellan de tre analyserade magasinen är att de använder sig av en känd modell tillsammans med många textpuffar på omslagen. Det som skiljer sig mest åt mellan de olika magasinen är hur ofta de använder sig av textpuffar med budskap om kroppskorrigering.

The thesis explores the impact that dominating Swedish aesthetic norms and beauty standards have on the subjective experiences of Afro-Swedes and their hair. Also, it examines why Afro-Swedes who previously have been straightening their hair have chosen a natural hair style. Moreover, the thesis also discusses which influence Youtube has in encouraging women to 'go natural'. The research is based on semi-structured interviews of seven women. The study is located at the theoretical meeting-point between hair, ethnicity, and the social and agentic body, on the one hand, and, on the other hand, digital anthropology. It explores the social dimension of hair and how hair, as a part of the body, has the capacity to participate in the creation of social meaning and also, enables agency in the social world. It shows that hair practices and styling strategies can be symbolic, social and agentic and that hair can manifest social and cultural order. Also, it opens up for further questions regarding Afro-Swedes and their hair in relation to beauty standards, normativity and representation, on the societal level as well as the individual.

Scopo della ricerca non è registrare esaustivamente le occorrenze della speranza nella letteratura contemporanea, bensì mostrarne con esempi significativi le molteplici sfumature, evidenziando così la sua pervasività nell’esperienza umana e la sua capacità di resistenza. In particolare è stata analizzata l’opera omnia di nove autori: Carlo Betocchi, Dino Buzzati, Italo Calvino, Giorgio Caproni, Primo Levi, Mario Luzi, Luigi Santucci, Vittorio Sereni e Ignazio Silone. Si è utilizzata una metodologia comparativa, con aperture multidisciplinari. La tesi è suddivisa in otto parti, corrispondenti a diverse declinazioni del tema centrale. La prima offre una descrizione generale della speranza e dei suoi presupposti, la seconda approfondisce il legame con l’esperienza della temporalità. Le due parti successive analizzano la speranza per come si attua nella vita del singolo, da due punti di vista complementari: in quanto virtù matura, che chiede all’uomo di essere all’altezza di sé stesso, e in quanto virtù “bambina”, che si esprime nell’attenzione alle piccole cose del quotidiano. La quinta parte si apre a considerare la speranza nelle relazioni interpersonali, la sesta si concentra sul suo rapporto con la bellezza (naturale e culturale); infine le ultime parti sviluppano il tema del trascendente, ossia della speranza in relazione alla morte e al Divino. / My research does not aim to record exhaustively the occurrences of hope in contemporary literature. It rather wants to show hope’s multiple nuances through significant examples, highlighting its pervasiveness and resistance. I specifically analyse the works of nine authors: Carlo Betocchi, Dino Buzzati, Italo Calvino, Giorgio Caproni, Primo Levi, Mario Luzi, Luigi Santucci, Vittorio Sereni and Ignazio Silone. I use a comparative methodology, with a multidisciplinary approach. My thesis is divided into eight parts, each of ones examines a different declination of the central theme. The first one offers a general description of hope and its presuppositions, the second one explores the link between hope and temporality. The next two parts analyse hope as practically displayed in individual life, from two complementary points of view: as a mature virtue, which asks every man to live up to himself, and as a "child" virtue, expressed in caring for the small things of everyday life. The fifth part opens to consider hope in interpersonal relationships, the sixth focuses on its links with natural and cultural beauty. Finally, the last two parts develop the theme of hope in relation to death and the Divine.

In the 70-year history of the weekly magazine Vlasta, there were three main divisions that fundamentally influenced the personnel department, as well as the choice of topics. This diploma thesis is focused in the years 1988-1991. That is, before and after the Velvet Revolution. After 1989 there were changes in the editorial office, changes in the topics of articles (influenced by propaganda) and changes in advertising and graphic design. This thesis deals with these three lines. The main goal is to find out how the working environment in the weekly magazine Vlasta has changed during the years under review and how did the content changed. The first part deals with the functioning of the editorial office two years before the change of régime and the subsequent change in the magazine environment after 1989. The thesis is focused on the work of individual editors, but also on what topics they chose and why.

Digitalization is an important aspect for future growth of all organizations, and especially in times like the past year where most of the world has been faced with covid-restrictions and lockdown. Dermarome is a leading skincare and beauty distributor and are currently in the process of launching a new B2B website and web-shop. The aim of this research is to provide an answer to the following interrelated research questions:   1. How do the management of Dermarome decide on their investments in the business- to- business IT infrastructure?    2. How will the launch of the business- to- business website affect the purchasing behaviour of the business- to- business customers?    To answer these research questions a qualitative study has been made and the top management at Dermarome has been interviewed for this purpose. 5 interviewees were selected based on their knowledge and experience. All interviews that participated in this research were anonymous.    The result of this thesis is divided up into two parts, firstly, it describes how Dermarome has used the Payback rule and SWOT in order to make a decision regarding the investment in the B2B website. Secondly, it describes how Dermarome believes the saloon and spa customers purchasing behaviour will change due to this website, as it will lead to an increase in Dermarome’s sales.

La presente tesis busca evaluar la viabilidad de la implementación de un Salón de Belleza en Lima “Free & Beauty”, con dos diferenciadores: un simulador virtual de look y el empleo de productos naturales. Con esta propuesta se pretende atender a mujeres: i) que desean un cambio en su imagen, pero no se animan a realizarlo por diversos temores y ii) gestantes, lactantes, que sufren de reacciones alérgicas o están interesadas en el cuidado del medio ambiente. En el rubro de la belleza, se aprecia un crecimiento en el uso de productos naturales y de herramientas tecnológicas que refuerzan el servicio personalizado para cada mujer. La investigación del mercado incluyó: análisis del sector y competencia, encuestas, focus group y entrevista a experto. Se validó que la idea de negocio es atractiva, y existe una intención de consumo, principalmente, por el simulador, cuyo uso no ha sido identificado en otros salones de belleza en Perú. Para posicionarnos en el mercado, se abordarán estrategias de marketing en el lanzamiento y negocio en marcha, a través de un evento de inauguración, promociones personalizadas, publicidad en página web y redes sociales. Esto, unido a la calidad de servicio y amabilidad del personal, aportarán a la publicidad “boca a boca”. El proyecto requiere una inversión total de S/ 83,867, que se cubrirá con el aporte de los socios y financiamiento bancario. Cuenta con una TIRF de 33% y un VANF de S/ 35,002.81. Por lo expuesto, consideramos que la idea de negocio es viable. / This thesis looks for evaluate the viability of implementing a Beauty Salon in Lima, with two differentiators: a virtual look simulator and the use of natural products. This proposal tries to serve women: i) who want a change in their image, but they are not sure to do because of various fears and ii) pregnant or lactating, who suffer from allergic reactions or are interested in caring for the environment. In the beauty segment, there is a growth in the use of natural products and technological tools, that reinforce personalized service for each woman. Market research included industry and competition analysis, surveys, focus group and expert interview. It helped to validate that the business idea is attractive, and there is a consumer intention, mainly due to the simulator, whose use has not been identified in other beauty salons in Peru. In order to position the business, marketing strategies will be oriented in the opening and ongoing business, through a launch event, personalized offers, advertising on the website and social networks. This, and the quality of the service and kindness of the staff, will contribute to the “word of mouth” advertising. The project requires a total investment of S/ 83,867, which will be covered with the contribution of the partners and a bank loan. It has a TIRF of 33% and a VANF of S/ 35,002.81. Therefore, we consider that the business idea is viable. / Trabajo de investigación

The thesis interprets the ideal of women beauty before and after 1989 in terms of sociological and culture discourse in Vlasta magazine. The key premise of the thesis is the claim that ideal of women beauty differs before and after 1989. It is possible to expect influence of politic system, social structure and culture forms on discourse of women beauty. Character of this thesis is theoretically-empiric. The sociologic gender theory serves as the frame for chosen topic. Research is based on analysis of discourse of women beauty in Vlasta magazine in 1975 and 2005. The goal of overall analysis is to provide series of detailed analysis which describe general magazine topics and role of the magazine in certain historical period beside discourse of beauty. I have chosen qualitative sociological method called discursive analysis for my thesis. Ambition of the thesis is to analyze one specific social discourse and introduce all key social, historical and culture aspects which can influence the discourse and use Vlasta magazine as its concrete case. Keywords Ideal of women beauty, discourse, media discourse, gender, discursive analysis, Vlasta magazine, transformation, socialism, media, gender stereotypes, gender socialization