ScholarWorks@숙명여자대학교

초록

Modern society is dominated by lookism. There is a widespread perception that taking good care of one's appearance is part of competitiveness, and appearance is consequently viewed as a physical capital. So men make a great investment in their appearance. They sit in front of dressing tables that are typically regarded as the exclusive possession of women, and the man's cosmetics market has rapidly grown in spite of economic depression. The purpose of this study was to examine the awareness of female college students on men's appearance and makeup behavior and their attitude from their own perspective, as female college students are closely linked to mass-media in daily routine life and are especially fashion-conscious. The findings of the study showed that the female college students took a positive view of men's makeup behavior. They considered it possible for men to put on makeup, and they looked at it in a positive manner as they thought more men would put on makeup in the future. Accordingly, sustained research efforts should be directed into men's makeup, and successful marketing strategies should be formulated in the man's cosmetics market in response to men's new needs and fast- changing awareness. Besides, the development of professional education programs and diverse products is required for the sake of men who put on makeup.

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