The sharp growth reflects the fact that Chinese people are paying more attention to their ?face? and general appearance amid better living conditions.

More and more Chinese care about their looks, especially in public, and neat dress, elegant manners and light makeup are objectives of modern Chinese woman, said Zhang Shu, chief representative of the China agency for the French Association of Fragrance Flavor and Cosmetic Industry.

Zhao Zhenguo, chairman of the Asia Association of Beauty and Hairdressing, said that, along with general economic development, Chinese people now wish to pursue beauty, from simple hair washing and hair cutting to professional beauty treatment and hairdressing. What they want now is leisure and being able to appear natural and comfortable in the name of beauty.

In recent years, some government officials, entrepreneurs began to hire their own image designers and image consultants. Many aged from 25 to 45 are fastidious about their dress in different places. Knowledge of clothes arrangement, skin health and makeup skills are becoming ?common sense? for modern women.

Some universities have set up selective courses, teaching beauty treatment, makeup and etiquette to help students in their future professional career.

An advanced women?s college has opened in Beijing. Its principal, Dr. Li Yaoling, said many women are no longer just satisfied with beauty and body treatment, but seek more self-cultivation and better manners, reflecting the progress of society. The college courses include public speaking, music, art, and marriage and love analysis. Celebrities are often invited to tell their own stories.

The upgrading of beauty pursuit contributes greatly to tertiary industry, with the beauty industry producing tens of billions of yuan and 20 million jobs.

(China.org.cn by Li Liangdu, January 15, 2003)