반영구화장 이용 요인 및 만족도 연구

Factors Affecting the Use of Semi-permanent Makeup and Satisfaction with the Treatment: Focusing on Vietnamese Women

This study investigated factors affecting the use of Semi-permanent Makeup, satisfaction with the treatment and recommendation intention against Vietnamese women and discussed key implications based on the results. For this, a total of 294 women were survayed in Hanoi, who have shown an interest in Semi-permanent Makeup from May 10 to August 10 (90 days), 2019, and the results found the followings: First, 67.3% of the respondents had the Semi -permanent Makeup treatment before, showing a high interest in Semi-permanent Makeup. When asked what made them get this treatment, ‘Persistence of the effects’ and ‘Image changes’ were most responded. In terms of a body part already treated or to be treated, ‘Eyebrows’ was most responded. When asked where they got the treatment, ‘Spa’ was the highest. When asked from whom they wanted to get treatment, ‘Semi-permanent Makeup specialist’ was most responded. In terms of the length of treatment, ‘1-2 hour(s)’ was the highest. When asked what aspect they considered most before the treatment, ‘Makeup skills’ and ‘Aesthetic effects’ were most responded. Second, when asked what considered most for Semi-permanent Makeup, ‘Costs’ was the highest. In terms of satisfaction with the treatment and intention to recommend it to others, satisfaction was more than average and recommendation intention was also high. Third, in terms of the effects of consideration of the factors affecting the use of Semi-permanent Makeup on satisfaction and recommendation intention, as treatment costs decreased, safety and recommendation intention were higher. It is predicted that the study results would be useful as foundation data for a better future by investigating consumers’ propensities and market differentiation with a goal of penetrating into Vietnamese Semi-permanent makeup industry.