The middle years of one’s life is a transition period of new time in life in which one undergoes physical and emotional changes. Most of middle aged women in the past lived a life of sacrifice for their families, but these days they were active in their living, so their interest in cultural life, health, beauty care is increasing. And they make efforts to lead a young and beautiful life with desire for self-realization through enhanced educational level and diverse social activities. Accordingly, there are differences in middle aged women’s perception and behavior toward makeup according to the subjective interpretation of age and such changes in perception and behavior toward makeup are considered to have effects on self-identity.
So this research attempts to examine the interrelationship with regard to the effects of self-identity and subjective age on makeup perception and makeup behavior. Toward this end, a questionnaire survey was conducted on the women in their forties living in the Busan region from March 17, 2014 to April 2014, and of a total of 316 questionnaires, 61 defective questionnaires were excluded and the remaining 255 questionnaires were used for final analysis. For the data analysis, factor analysis, frequency analysis, correlation analysis, regression analysis were conducted using SPSS21.0 window package

The results of this research are summarized as follows.
1. The results of the analysis of subordinate factors of middle-aged women’s self-identity, subjective age, makeup perception, makeup behavior are as follows. First, self-identity was analyzed into 6 factors-initiative, intimacy, goal directedness, identity confusion, self-acceptance, and identity moratorium. Second, subjective age was analyzed into 3 factors-visible age, activity concern age, and physical age. Third, makeup perception was analyzed into 4 factors-fashion leading, appearance management, self-satisfaction, and social achievement. Fourth, makeup behavior was analyzed into 2 factors-color-related behavior, base-related behavior.
2. The results of the analysis of self-identity, subjective age, makeup perception, makeup behavior show that, first, it can be predicted that in self-identity, the higher the goal directedness, initiative, intimacy, identity moratorium, all of self-identity, the higher the makeup perception will be, and the higher the subjective age, the lower the makeup perception will be.
The results of the analysis of the correlations between makeup behavior and self-identity and subjective age show that, first, in self-identity, it can be predicted that the higher the goal directedness, initiative, all of self-identity, the higher the base-related behavior in makeup behavior will be, and in self identity, it can be predicted that in makeup behavior the higher the initiative, the higher the color-related behavior will be, and the higher the self-acceptance, the lower the base-related behavior and color-related behavior of makeup behavior will be.
3. The results of the analysis of the effects of self-identity and subjective age on makeup perception are as follows. First, the higher the intimacy of self-identity and the degree of goal directedness, the higher the degree of all of fashion leading, self-satisfaction, appearance management, social achievement, and makeup perception, and the higher the visible age of subjective age, the lower the fashion leading, appearance management, and all of makeup perception, and the higher the self-acceptance of self-identity, the lower the self-satisfaction.
4. The results of the analysis of the effects of self identity and subjective age on makeup behavior are as follows. The higher the goal directedness and initiative of self-identity, the higher the makeup behavior was found to be, and the higher the self-acceptance of self-identity, the lower the makeup behavior was.

Base on the aforesaid results, it was found that self-identity and subjective age had effects on makeup perception and behavior. Since the higher the self-identity, the higher the makeup perception and behavior become, it is considered that raising self-identity will contribute to the development of the makeup industry. In order to eliminate the sense of crisis that comes in the middle years of one’s life, to pave the way for more energetic advanced age, and to lead healthy and beautiful midlife, it is very important to raise self-identity.
This research is significant in that it established that self-identity and subjective age are the variables that reveal the characteristics of middle-aged women’s makeup by conducting comparative analysis of makeup perception and makeup behavior according to self-identity and subjective age and that it provides basic data for establishing marketing strategies for middle-aged women.