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During World War II, makeup was an affordable morale booster for women -- and sales of red lipstick soared.

In today's uncertain economy, that same hopeful outlook is reflected in some people's unwillingness to relinquish beauty services that make them look and feel good. They might not splurge on an expensive vacation or a new car, but they faithfully make appointments at local day spas, hairstyling salons and health clubs.

The national unemployment rate topped 6.4 percent in July, but the international beauty industry -- comprising skin and hair care, cosmetic surgery, fragrances, makeup, health clubs and diet pills -- continues to prosper, to the tune of $160 billion a year, according to the London-based Economist magazine.

The beauty industry is growing at almost 7 percent a year, according to Goldman Sachs analysts, who report that, worldwide, skin care brings in $24 billion; makeup, $18 billion; hair care, $38 billion; and perfume, $15 billion.

While jobs are scarce in many sectors, beauty professionals are in demand.

More than 1.6 million U.S. workers are employed in the beauty industry, according to the National Accrediting Commission of Arts and Sciences, a cosmetology board based in Virginia. That number has grown 24 percent since 1999, the NACAS reported. Many beauty professionals work for small businesses, with more than one-third of the workers employed part time, according to the cosmetology board.

In the Pittsburgh area, owners of spas and hair salons report that business is brisk. They contend that their loyal customers realize the personal care and treatments they receive are essential to their well-being.

"When times get a little rough, beauty salons are the last ones to suffer. They're more recession proof than 90 percent of other businesses," says veteran hair designer and salon owner Philip Pelusi. In his 30 years as a stylist and entrepreneur, Pelusi says he has seen a lot of economic cycles that caused business to fluctuate, but clients have never totally given up on their beauty routines.

"After 9/11, a shock wave went through businesses," he says. "Within four months, we were back on track. Since then, the economy's had little or no effect on us whatsoever."

He says his typical client visits one of his 13 salons every four to six weeks for a haircut, styling and/or color, and "once they're in the salon, they're more likely to get more things done -- like a pedicure, a mini-facial, manicure or makeup."

Rosemarie Parse, Ph.D., a philosophy and research professor at Loyola University and resident of Gateway Center, Downtown, is a regular patron of Philip Pelusi Hair Salon on the South Side. Parse says her experiences with her colleagues reinforce her belief that "it's more important now to take care of yourself. People want to feel good about themselves. It promotes a very optimistic attitude about life."

Parse says in her position, she travels internationally to give presentations, and as a result, "I find it important to look good. I project a role model for people who come and listen to me."

Another woman who values her visits to the Pelusi salon is Mindy Fleishman of Squirrel Hill, general manager of international trade for US Steel Corp., Downtown. If women seem overly concerned with their appearance, Fleishman says, it's only because they are constantly under pressure to look good on the job and socially.

"If I'm wearing a $3,000 Prada suit and my hair's a mess, I'm a mess," she says. "I regard keeping up my hair as not a luxury but a necessity."

When she's having a cut and style done at the Pelusi salon, Fleishman says she also stocks up on her favorite cosmetics and hair care products -- including Pelusi's exfoliating shampoo, Potent hair sunscreen, anti-frizz spray and Intense protein conditioner for her coarse, dry and hard-to-manage hair. She says the salon professionals have taught her how to look her best by following a personal beauty regime.

"Because my time is so limited, I go to one place for my skin care, cosmetics and hair care," she says. "Then I pick one day of the weekend and put conditioner on my hair and Pelusi's Pumpkin Mousse on my face -- while I work out, garden or work at home."

For Judy Thompson of Washington, Pa., looking good means traveling to Pittsburgh every six weeks for a hairstyle and cut, regularly visiting a manicurist close to her home, and frequenting spas when she visits Sedona, Ariz.

"The whole wellness thing is very big," she says. "When times are bad, it's even more important. At least you can feel good about yourself."

Geri Mataya, owner of Spa Uptown at Chatham Center, says a spa visit can be an alternative to a high-priced holiday when the economy is bad.

"This is a retreat where you can treat yourself and not break the bank," she says. Even those who can't afford a week's vacation "can come here for one day. It's something versus nothing."

Mataya says popular services at Spa Uptown include two of its signature treatments: a customized facial including a skin analysis and products and treatments designed especially for the client, and a Swedish massage, for $70 each. A number of add-ons and a la carte services can be selected, she adds, including aromatherapy.

"Massage is not only about getting relaxed," Mataya says. "There are also physical benefits. People want to stay healthy. Wellness programs are in the limelight now."

Laura Lee Bishop of O'Hara, commercial brokerage and project coordinator for Colliers Penn, Downtown, never realized the benefits of massage therapy until she visited Spa Uptown, she says.

"I was never one to go regularly (to a spa) until I experienced how wonderful a body massage feels," she says. "It's the ultimate mid-day stress reliever. Your whole demeanor changes, and you can take on the world."

Bishop says she feels it's important to take care of herself so she can be "good to the people around you, people that count. With that reasoning in mind, I don't feel guilty for pampering myself. In fact, I ask myself, 'Why aren't I doing more of this?'"

Another Spa Uptown client, Kelsy Frank of Nevillewood, an advertising sales representative for Clear Channel Entertainment, says she finds spa visits are a good way of staying in touch with a close friend -- in addition to their obvious mental and physical benefits.

"We try to plan spa days once a quarter," she says. "It's our way to catch up. We schedule the same times for a pedicure and manicure, and we have lunch together."

Frank suggests that spa indulgences might even have replaced the long lunch hour for some employees. "Two-hour lunches? Nobody does that anymore," she says. "People are working much harder these days, with less support staff. Life is so crammed full of routines."

She says she and her husband, Leslie, also plan occasional spa getaways. They recently went to Nemacolin Woodlands in Farmington, where they played golf and had hot-stone massages together.

"I've always been a big fan of massages," she says. "I'd rather spend my money for a massage than for jewelry. It's more pleasurable to me."

Philip Pelusi says even those with limited budgets can pamper themselves by taking advantage of Skill Center Nights at his salons, where hair designers are taught new techniques. Patrons receive up to 40 percent discounts on cut and color services during the training sessions, he says, which are held three times weekly at the South Side salon and one night a week at other locations.

"There's often a waiting list for appointments," Pelusi says. "It's a learning environment, and everybody wins."

ESSpa Kozmetika relocating to Cross Keys

Eva Sztupka of Budapest, Hungary, has lived in this country for several years -- yet she still can't understand why Americans consider spa services a luxury.

"In Europe, men, women and teens go to the spa all the time. It's a normal way of taking care of your skin," she says. "We were so poor in my country, but I always got a facial. I would go with my brother every week. I cannot believe women here spend incredible money on purses, shoes and hair, but on their skin, they go twice a year. I feel sorry for women who only get a facial from their husband on their birthday or on Valentine's Day."

Sztupka spent four years of training and three years as an apprentice at a spa in her homeland, says her husband, Scott Kerschbaumer, who manages his wife's day spa, ESSpa Kozmetika SkinCare at the Fox Chapel Yacht Club.

He says the couple recently purchased the former Cross Keys restaurant in Indiana Township and just announced plans to relocate their spa to the site of a mid-1800s roadhouse that was designated a historic landmark by Pittsburgh History & Landmarks Foundation in 1973.

Kerschbaumer says the move is designed to take their day spa services "to the next level as a destination day spa." Besides providing a hair salon and spa services, ESSpa at Cross Keys will offer its clients recommendations for lifestyle improvement and health enhancement with educational programming and spa cuisine.

He says they have hired two chefs who formerly worked at the Breakers, Palm Beach, who will prepare healthy options that will refute "spa food's negative connotation as chickpeas and a piece of toast." Plans are to offer breakfasts and a drive-through coffee and freshly squeezed juice bar, he says.

Kerschbaumer says ESSpa at Cross Keys will offer the same Spa Club program currently available at the yacht club location. The plan encourages entire families to enjoy the benefits of spa treatments including facials and dermabrasion, massage, manicures and pedicures, waxing, makeup and more.

Sztupka says she would like to see spa services promoted in local schools as a way of showing young people their importance in maintaining proper skin care throughout their lives.

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