DEW-to-go: E-Grooming Portfolio

The purpose of this paper is to develop an understanding the need of e-grooming platform in the current era. An online survey and interview of people involved in beauty industry was conducted to further analyses the ability of the platform to help maximize and simplify the process of conducting and receiving beauty services. Users’ age, income, shopping behavioral and purchasing power has a significant impact on e-grooming platform. Existing beauty provider on the other hand requires better marketing strategy and support due to competition from bigger entity. This study examines the factors influencing Malaysian consumers’ perception towards online services for beauty. The results show that e-services has been widely accessible in the country and beauty industry should evolve together in providing effective services to client. The implementation of the system on respondents from beauty provider side confirms that there is a bigger opportunity in expanding the research on the enhancement current features to provide more detail information and system ability to stay up to date with any changes made by consumer or beauty provider.