A Study on Attitudes toward Man's Appearance Management and Cosmetics Purchasing Behavior

남성들의 미용에 대한 관심과 화장품 구매행동 연구

  • 임수현 (씨엠에이 인터내셔널) ;
  • 김민신 (숙명여자대학교 향장미용학과)
  • Received : 2014.08.12
  • Accepted : 2014.10.10
  • Published : 2014.12.31


As men are interested in fashion and beauty and invest for himselves nowadays, the scale of men's cosmetic businesses is showing steadily tendency. The purposes of this were to offer data to establish a marketing strategies learning follows: The findings of this study were as follows: First, according to the survey on men's consideration of their look, it showed their high interest in it. 29% respondents carry cosmetics in their hands normally. Second, Men's level of skin management knowledge is quite high according the survey. Third, The largest group of respondents are obtaining information about cosmetics through mass media. therefore, there will be necessity for cosmetic firms to aggressively pursue positive publicity strategy various of mass media. Fourth, Regarding purchasing behavior, 53.2% buy cosmetics in person, who outnumbered the others who don't. In the case of men who don't buy cosmetics by themselves, spouses or girl friends purchase cosmetics on behalf of them. Fifth, as a result of examine the demand level for men's cosmetics, the men, who answered that it is appropriate a lotion and toner is priced between 10,000 won and 30,000 won were the largest with 51.1%. Men who answered that beside the basic cosmetics such as toner and lotion that use, they will purchase sunscreen in the future. Men sho recognize the most important task needed to be improved in men's cosmetics is higher quality, with 25.9%.