A Study on Purchasing Behavior of Shade Cosmetics

색조화장품 구매행동에 관한 연구

Shade cosmetics that were considered to be women's exclusive possession, are now expanding its market to men and teenagers. As a result, development of subdivided shade cosmetics is becoming active. In these market environments consumers demand various personalized desires through beauty care, therefore enterprises have to establish marketing strategies to meet these desires. Accordingly this study aimed to provide information actually needed in cosmetics development by researching shade cosmetics in subdivision according to items and basic data that will be helpful in establishing marketing strategies of shade cosmetics. The survey was conducted among adult females with age of 20 to 26, living in Seoul and several local cities. 387 survey papers were used in the analysis among 500 survey papers distributed. The results were summarized as following. First of all, many women were doing overall makeup generally. The younger they tended to do partial makeup more and the older they tended to do overall makeup more according to the analysis on actual conditions of using shade cosmetics. Many women got information related to shade cosmetics from friends or family. This is an example of the fact that shows collecting information from human relationship such as friends and family played an important role and surrounding environment can be a factor that can have impact on purchasing behavior. Purpose of makeup was mostly to show courtesy and the younger they tend to answer that they do makeup to look beautiful. The order of the most frequently used shade makeup was makeup base>foundation>two way cake. The most important focusing point in shade makeup was the eye. In choosing colors they chose their favorites colors most frequently.