액티브 시니어 여성의 화장품 구매행동 및 메이크업 사용 실태연구

A Study on the Purchasing Behavior and Makeup Usage of Active Senior Women

With social development and economic growth, active senior women’s involvement in economic activities has risen. At the same time, the consumption of tone cosmetics has also increased. Under these circumstances, this study attempted to investigate tone cosmetics use patterns and purchase behavior against senior citizens aged 50-69 and provide useful information to the tone cosmetics market. For this, a questionnaire survey was performed. A total of 307 copies excluding poorly answered ones were used for final analysis, and the results found the followings: The respondents tend to wear makeup as a good manner in interpersonal relationships and at work. As the perception of influence of wearing makeup on social activities and frequency of makeup increased, their involvement in economic activities was higher. In terms of factors affecting the purchase of cosmetics, information acquisition through the Internet and social media, recommendation by acquaintance and easy access to cosmetics were found. In addition, as average monthly income was higher, brand and package were more important. This study investigated tone cosmetics use patterns and purchase behavior and attempted to provide basic data which are useful in developing effective marketing strategies in the aging-friendly cosmetics market.