Evaluation of Health Promotion Activities in Beauty Parlors in Kabul

Title: Evaluation of Health Promotion Activities in Beauty Parlors in Kabul
Principal Investigators: Marianne El-Khoury, Phoebe Sloane, and Caitlin Foster
Timeline: January 2018-December 2019

Although Afghanistan has made gains in child and maternal survival, child mortality remains high and family planning use remains low. In Afghanistan, SHOPS Plus supports the Afghanistan Social Marketing Organization (ASMO) to market and distribute health products, including maternal and child health and family planning products. Given women’s limited access to public spaces in Afghanistan, SHOPS Plus and ASMO are piloting an intervention in Kabul to train beauty parlor staff to conduct information, education, and communication activities related to key family planning and maternal and child health topics. Similar health interventions in countries, such as Zambia and the United States, have successfully improved health outcomes.

Objectives/research questions:

  • Are beauty parlors an appropriate channel to reach women in Kabul with health messages and products? 
  • What is the impact of the beauty parlor pilot intervention on clients’ knowledge, attitudes, and intended practices related to key health topics?


The study is a mixed-method study with a randomized controlled trial design. Study components include:

  • Quantitative baseline and endline (post-intervention) surveys with female beauty parlor clients to measure knowledge, attitudes, and practices of clients on family planning and maternal and child health topics covered in the intervention 
  • Qualitative baseline in-depth interviews with beauty parlor owners and staff that will inform the design of the intervention
  • Short surveys, interviews, and focus group discussions with beauty parlor clients and staff during the pilot to inform continued adaptation of the intervention. ASMO and SHOPS Plus will use research results to explore future scale-up of the intervention to other urban areas in Afghanistan.

Status: Ongoing
Date of last update: May 2018 

Afghanistan, Family Planning, Child HealthPharmaceutical Partnerships and Social Marketing

See other SHOPS plus studies. 



Sustaining Health Outcomes through the Private Sector (SHOPS) Plus is a five-year cooperative agreement (AID-OAA-A-15-00067) funded by the United States Agency for International Development (USAID). This website is made possible by the generous support of the American people through USAID. The information provided on this website is not official U.S. government information and does not represent the views or positions of USAID or the U.S. government.