한국 중년여성의 헤어컬러에 관한 연구

A Study of Korean Women’s Hair Colors Selection in Middle Age

This study aimed to illustrate the hair color selection of middle-age females in respect to consumers’ differentiating desire and self expression in modern consumer society. To this end, case studies of female celebrities in their fifties were performed and 183 advertisements and 130 news articles related to WellaTM and AmosTM hair color products for grey hair in Estetica Korea magazine were analyzed. The results of the case studies showed that grey hair color products reflected a coloring trend, and confirmed the use of the desired hair color to change their image and to express their desires, personalities and identities, as well. Furthermore, the number of colors in gray hair products increased from 3 in the year 2000 to 32 in the year 2015. As for the colors themselves, colors ranged from black, followed by violet, various browns, orange, red, purple, smoky nude brown, burgundy, deep shade, pearl brown, pink veil to pearl lavender, there was a tendency of getting brighter, more colorful, and softer pastel colors with glossing and pearlizing. In short, modern middle-age females share the color culture with the younger generation in spite of the age gap and have expressed more proactive aptness through their hair colors. The trend of the mainstream of hair dye colors reinforced this propensity as well.