ABSTRACT


A study on the use of color cosmetics according to women''s appearance interest

Ye-eun Kim
Make-up Special Effect Make-up Major
Department of Convergence Beauty
Graduate School of Convergence Bueaty
Sungshin Women''s University

As interest in appearance is continuously increasing with the expanded social advancement of modern women, the demand for color cosmetics, which can magnify strengths and supplement weaknesses in appearance in a short amount of time, is increasing among the various methods that can enhance outward appearance. Color cosmetics, recognized as a way to increase confidence and satisfaction, have become a necessity of modern society and consumer expectations for color cosmetics are gradually rising following interest in outward appearance.
At this, this study was conducted to analyze the use conditions of color cosmetics according to the interest levels of women in their twenties and thirties regarding outward appearance and to present strategic implications and through this, it attempted to provide proper information on color cosmetics use along with base material for the color cosmetics industry.
The data of this study was collected from women in their twenties and thirties and surveys were distributed from March 27, 2020 to April 9, 2020 (for 14 days) and the collected 416 surveys were analyzed using the “SPSS (Statistical Package for the Social Science) WIN 25.0 program.” With regard to analysis techniques, frequency and percentages were calculated to observe the general characteristics of the research participants and "factor analysis”, “t-tests", “one-way ANOVA”, “frequency analysis”, “Chi-square tests”, and “the Scheffe test” were conducted to observe the general details of color cosmetics, interest in outward appearance, and the color cosmetic use conditions and purchase conditions of the research participants and the related research results are as follows.

First, interest in outward appearance was analyzed by deducing the 3 sub-factors of other-directed types, active appearance improvement types, and appearance management types through analysis conducted on variables. The outward appearance interest levels of women in their twenties and thirties appeared to be high in appearance management types, other-directed types, and active appearance improvement types, in that order. Other-directed type tendencies were found most among women in their twenties who are single and who spend a monthly average of at least 200,000 won on appearance management costs while active appearance improvement type tendencies appeared most in single women working in sales and service occupations who spend a monthly average of 150,000 to 200,000 won on appearance management costs and appearance management type tendencies appeared most in women who spend at least 200,000 won monthly on appearance management costs.

Second, analysis conducted on the general details of color cosmetics showed that 39.7% of women normally apply full makeup and most began applying makeup during their university years. The average time consumed to apply makeup for most participants was 10 minutes to 20 minutes and 38.7% of the women applied makeup for the purpose of self-satisfaction. 43.8% of the women gained information on makeup application through the internet and there were many more women who have not had educational experiences with makeup (77.2%) than those who have had educational experiences (22.8%). Also, most of the women who have had experiences had them through school and most replied that their educational experiences regarding makeup were helpful.

Third, analysis conducted on the use conditions of color cosmetics showed that 26.7% of the participating women do not read the instruction material after purchasing color cosmetics and the types of color cosmetics that they currently use appeared in the order of lipstick, foundation, eyebrow products, eye shadow, and eye liners. Often used eye shadow colors were beige colors and browns, often used blusher colors were coral colors, and often used lip colors were reds and most women possessed at least 10 lip products. There were twice as many women who have not experienced side effects after color cosmetics use (69.7%) than those who have had such experiences (30.3%) and of women who have experienced side effects, most experienced side effect symptoms such as rashes or pimples and most women ceased product use as a side effect resolution method.

Fourth, analysis conducted on the purchasing behavior of color cosmetics showed that 35.6% of women purchased color cosmetics through the internet and most women who make color cosmetic purchases from particular locations replied that it is because it is convenient. Details taken into consideration when purchasing color cosmetics appeared to be in the order of color, skin type, and quality and 39.7% of women purchased color cosmetics for the purpose of achieving a change in mood and 63.9% of the women replied that they were most influenced by internet web log and social network service reviews when purchasing color cosmetics. 44.5% of women used both domestic brands and foreign brands and most used domestic brands for their reasonable prices and imported brands for their excellent coloring and long lasting application.

As can be seen through these research results, differences were shown in color cosmetic use conditions according to the appearance interest types of women in their twenties and thirties and higher appearance interest levels of women in their twenties and thirties led to higher monthly average appearance management costs and higher percentages of women who apply full makeup and confirmations were made that women were gradually beginning to apply makeup at younger ages. According to this, programs should be prepared to provide proper information on an understanding of cosmetics and color cosmetic product use methods and in conclusion, this study can be used to search for direction for the development of domestic color cosmetics and for the establishment of strategies and base material needed for the marketing of cosmetics companies, thus contributing to the development of the domestic color cosmetics market.