Analysis of Socio-Cultural Attitude towards Appearance and Related of MZ Generation Using Potential Profile Analysis

Purpose: The purpose of this study is to examine and understand the types of consumers in their teens through their 30s who care for their appearance by analyzing the socio-cultural attitude types and related factors towards appearance using the potential profile analysis, and provide a practical assistance for marketing in line with the consumer type. Method: In this study, 520 online questionnaires were collected from among those in their teens and their 30s, and using SPSS 25ver and M-plus 7.0 programs, the basic analyses including frequency analysis, descriptive sta-tistical analysis, etc., as well as appearance using potential profile analysis were performed while cross-analysis and variance analysis were performed to identify differences in major variables according to the socio-cultural attitude type related classification and derived types. Results: First, as a result of the potential profile analysis, 4 groups were found to be the most appropriate, and the graphs were named 'overall low group', 'media awareness centric group', 'overall high group', and 'other perspective centric group'. As the main results of the difference test, the older the age group and the more office workers, the more likely they were to belong to the group that emphasized the point of view of others, while the interest in skin beauty and appearance were highly likely to belong to the general high-class and media aware-ness-centric group. That is, in the Korean society, there is a culture that emphasizes how you appear to others rather than yourself as you get older and enter social life, but this tendency does not have a positive effect on your interest in skin care or appearance. Whereas, such tendency can be interpreted as not having a positive effect on interest in skin beauty or appearance. Conclusion: According to the results of this study, the age group which entered society and occupation, etc. are highly likely to belong to the other-centric group because appearance is important, but the interest in ap-pearance and skin beauty tends to be higher in the media recognition-centric group. It can be seen that when it comes to taking care of one's appearance, it is more important for one to recognize the necessity through the media than to emphasize the interest of others. Hence, through this study, it is intended to be used as a promo-tional marketing strategy and provide services desired by consumers to increase their satisfaction and assistance lead to their reuse.