국내 임신부의 임신 전후 화장품 구매 행동 비교 연구

Abstract

The total fertility rate in South Korea as of 2018 was 0.98 children (Statistics Korea, 2018), making it the first country among the 35 OECD countries to have a fertility rate of less than 1 child. While the fertility rate has dropped, expenditures related to pregnancy and childbirth have recorded an increase, indicating the rise of 'pregnant mothers' as a new consumer force. Therefore, this study was conducted to examine the cosmetics purchasing behavior of pregnant women in Korea in order to provide basic data for marketing toward pregnant women, and to induce the purchase of cosmetics by pregnant women. After conducting a questionnaire survey on pregnant women in their 20s~40s and women who experienced pregnancy before, the data was analyzed and showed that pregnant women had a different purchasing behavior compared to women in general. First, pregnant women check the product description and ingredients more often than before they were pregnant before purchasing products. Second, the most relevant skin concern for pregnant women was 'stretch marks', and 71.5% of the women purchased cosmetics to improve their skin condition. Third, 60.3% of pregnant women thought pregnancy-specific cosmetics had competitiveness and 64.7% of pregnant women showed an inclination toward using pregnancy-specific cosmetics. Based on the above, in order to induce purchases from the new target consumer group of pregnant women, it is necessary to develop products that use entirely safe ingredients, and to secure safety certifications from authorized institutions. A process for providing and sharing information to solve and relieve the stress of skin concerns will also be needed.