|
KMID : 1145120200180040533
|
|
Asian Journal of Beauty and Cosmetology
2020 Volume.18 No. 4 p.533 ~ p.547
|
|
|
A Study on the Consumption Propensity of Men's Color Cosmetics
|
|
Ahn Jin-Jung
|
|
|
Abstract
|
|
|
Purpose: Recently, there has been increasing interest among men in using color cosmetics to manage their appearance and/or improve their self-confidence. Thus, this study investigated the purchasing characteristics and use of men's color cosmetics according to age.
Methods: A questionnaire survey was conducted by using a chi-square test, with a significance level of 5%, while the SPSSWIN 21.0 program was used for statistical processing.
Results: The reason for the use of color cosmetics is that men in their 30s and 40s tend to place greater meaning on “self-management,” while those in their 20s generally emphasize “self-satisfaction and confidence.” In this study, the subjects of focus included products related to skin tone and how to obtain information on such products (e.g., through the Internet or mobile phones). However, when they actually made purchases, all of the age groups used cosmetics stores. As for specific products, 37.6% purchased sunscreen, 24.7% purchased BB/CC cream and lip balm, 3.9% purchased eyebrow pencils, and 3.7% purchased cushion-type products.
Conclusion: Based on the findings, sunscreen and skin-correcting products, i.e., functional cosmetics, had the largest sales volume across all age groups. Moreover, product composition should be tailored to each age group, while product development of customized color cosmetics, the development of base cosmetics that complement men's skin tone, and accurate sales and marketing strategies, such as usage guidance, should be followed.
|
|
|
KEYWORD
|
|
|
Male cosmetics consumer, Skin tone correction, UV protection products, Men's cosmetics, Lip balm, Sunscreen
|
|
|
FullTexts / Linksout information
|
|
|
|
|
|
Listed journal information
|
|
|
|
|