A Study on the Actual Condition of Using Color Cosmetics According to Lifestyle of South Korean Men in Their 20s

The objective of the paper is to establish a marketing strategy for men's cosmetics industry here after and to offer basic data to a research on men's make-up. This study researched into the actual condition of using color cosmetics according to personality type in 20s men who are much interested in appearance among males who are another major consumers of a cosmetics market. Survey subjects were sampled targeting 20s men who dwell in Busan area. And the questionnaire was composed of 3 items for socio-demographic characteristics, 18 items for lifestyle, and 7 items for the actual condition of using make-up cosmetics. As a result, men in the open type could be known to proceed with being generalized positive recognition on the use of color cosmetics. The happy social activity type was indicated to have smaller experience of men's make-up than the open type, but to have more experience of using base make-up and eye make-up than the assiduous type. It is the outcome of being expected to be utilized in establishing a marketing strategy and developing men's cosmetics market henceforth.