연령별 여성소비자의 맞춤형화장품 사용실태 및 선호유형

Abstract

We aimed to increase knowledge relating to the customized cosmetic market and identify vitalization approaches. Our findings may serve as a catalyst to aid in the cosmetic industry of Korea -a country making preparations for the 4th industrial revolution- and aid in the leap toward the global market in the name of K-beauty. Although more than half of the female consumers included in this study are aware of customized cosmetics, an increase from what has been previously reported, most females have no experience using these products. In this study, the majority of women who had not used customized cosmetics, irrespective of age, cited being ill-informed as the primary reason, however, all age groups reported a strong intention to purchase customized cosmetics. The results of our analysis revealed that the preferred types of customized cosmetic vary by age group. Female consumers of every age group responded that they believe these cosmetics would be competitive in the domestic market. Given the above-mentioned findings, to vitalize customized cosmetics in the future, it is necessary for consumers to be aware of and have an accurate understanding of customized cosmetics; multilateral marketing strategies are also required.