PERMANENT MAKEUP AS A FACTOR OF CHRONO-ECONOMICS: ASSESSMENT OF THE REDUCTION IN TIME EXPENDITURES ON DAILY MAKEUP IN WOMEN

The study examines permanent makeup (PM) through the lens of behavioral economics and chrono-economics, in which PM is interpreted not as an element of status or aesthetic luxury, but as a rational long-term investment in an individual time resource. The aim is to provide a quantitative justification of PM as a significant instrument for reducing regular time expenditures on daily makeup and to assess the increase in overall consumer utility arising from such optimization. The developed comprehensive chrono-economic model includes an assessment of average daily time expenditures for applying makeup (22.4–30 minutes), an analysis of the PM retention period (up to 3 years), as well as an account of the time cost of the procedure itself, including the integration of the proprietary protocol Optima Celeritas, which provides a 33,3% increase in operational efficiency. On the basis of these parameters, it is shown that the net time saving over a three-year period reaches from 405 to 543 hours, which is equivalent to freeing more than 22 full working days. Additionally, it is established that PM has high perceived value, as evidenced by the high level of client satisfaction (89.6%) and the extremely low rate of complications, particularly infections (0.3%). The analysis carried out demonstrates that PM generates dual utility: a direct chrono-economic effect in the form of significant time savings and an indirect psychological dividend, manifested in the possibility of reallocating the released time resources to high-priority tasks, thereby contributing to the maximization of lifetime utility. The results obtained are consistent with the steady growth of the global PM market (CAGR 7.0%) and substantiate the need to move from a predominantly subjective perception of aesthetic services to their rigorous quantitative assessment in the context of rational management of limited resources, primarily time.