맞춤형샴푸 사용자 두피진단 서비스 선호 조사 연구

Analysis of Personalized Shampoo Users' Preferences for Scalp Diagnosis Services: Focusing on Busan and Gyeongsangnam-do regions

The cosmetics industry is one of high value-added industries, which meets a human desire for beauty. It includes personalized products which represent an individual’s personality and beauty. At present, however, it is hard to find information on the concept, scope and management standards of such personalized cosmetics. Now, there are a lot of brands in domestic cosmetics market and some difficulties in consumer approach. As a result, industrial growth has slowed down. Under these circumstances, this study attempted to investigate cosmetics usage patterns and preferences for scalp diagnosis services against personalized shampoo users. For this, a questionnaire survey was performed against the consumers in Busan and Gyeongsangnam-do, and the results found the followings: When asked what aspect they consider in purchasing hair cosmetics, ‘efficacies & Effects (96 respondents, 49%)’, ‘color or fragrance (36 respondents, 49.3%)’ and ‘skin compatibility (39 respondents, 37.9%)’ were mostly responded. In overall, regular scalp diagnosis was higher than ‘customized service’, ‘warranty service’ and ‘delivery service’, which means that they wanted to check the results through scalp diagnosis. It is anticipated that the study results would improve consumers’ perception of personalized shampoo and a necessity of scalp diagnosis.