ScholarWorks@숙명여자대학교

초록

Appearance is an important factor maintaining the relationships in social life. Well taking care of male’s appearance improves the individual’s competitiveness and makes individual look more reliable. The middle aged males are living in a society where they compete with young males and that has changed their awareness of their image and appearance. Increasing number of middle aged males are selecting and using cosmetics that are suitable for their skins and striving to manage their appearance to look healthier and younger. Due to the effect of such phenomenon, the cosmetics and relevant industries are implementing diverse marketing on males. This study aims to analyze the male’s awareness on their skin, examine the present conditions of cosmetics purchasing behaviors and usage, and provide base line data which may be utilized for planning new product and establishing distinctive marketing strategy.

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