Özet:

This study, based on the quality research method, is on women who are the client of the hairdresser and women who are selected in different districts of Ankara. The research focuses on how women’s clients’ female images differ in hairstyles according to their low, medium and higher socio-economic levels. In different districts and in different social positions, 50 women and 15 hairdresser employees have been conducted in profound conversations, and the meaning and importance of the hairdresser in the world of women is asked to be questioned. The study found that hairstyles are becoming an increasingly fragile service for women of different socio-economic levels in terms of image and identity, but the way of receiving hairstyles service varies according to class positions. In light of the findings, hairstyles have been tried to be categorized according to the purposes and functions of women’s use. Women with a lower socio-economic level tend to use hairstyles as an extension of the house, while higher levels have been observed that the tendency to use hairstyles in the vehicle has increased. The research has revealed that hairstyles show dual functions in women’s lives. Hairstylists performing positive functions in women’s image structure, socialization, psychological support, feeling strong, and in the re-production of social gender inequalities and the marketing of the show, they perform negative functions. The striking competition between women about the beauty image creates a "sosialization of beauty". The presentation of formal practices by all actors in the image competition environment and meeting at the minimum customers lead us to a constantly updated and expanding "beauty contract".

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