A Study on the Subjectivity of Skin Care

일반여성의 피부미용관리에 대한 주관성 연구

The purpose of this study is to find out the operant factors, or types of skin care, and, more importantly, to propose the intervention for more effective skin care and marketing strategies in this business. That is the main reason that the study employes Q methodology which measures human subjectivity objectively and scientifically. This study finally revealed three distinctive factors : Type I, The Passive Follower, Type II, The Active Needs, and Type III, The Independent Judgment. The first type includes people who show passive recognition. They want to be put in charge of experts in the skin care center and to buy cosmetics recommended by experts, and are deep interest in the reaction of other people. The second type contains people who desire things actively. To live delightfully and fashionably, they think of the necessity of skin and body care as an important thing, and feel that it is necessary to take care of the skin beauty actively and regularly for the aging resistance. The third type includes people who judge independently. In general, they recognize and desire the necessity of the skin care, but they think of the skin care as a part of the health care more widely rather than a special thing. These three types are not fixed, but continuously changed in the accordance with the condition and interaction with the circumstance, the results will be utilized as basic materials for the skin and health care through the application according to the characteristic of each type they belong.