This study employed the social comparison theory, brand signally theory and the theory of planned behaviour (TPB) to examine the extent to which attributes of a celebrity endorsing a brand and brand values impact on young adults’ cosmetics brand attitude and purchase intention. Data was collected from 301 young adult South Africans. Structural equation modelling results revealed that cosmetics brand attitude was influenced by celebrity attractiveness, credibility, celebrity product expertise and the symbolic brand value enjoyed from the brand. The brand attitude in turn predicted purchase intention.

The purpose of the study was to investigate the effects of sea cucumber extract on skin as a natural cosmetics functional material. Subjective evaluation of cosmetics before and after were conducted with questionnaires regarding moisture content, sebum content, melanin index, and erythema index. Experiments were conducted on improvement efficacy using skin clinical trials and questionnaires to evaluate changes in perception of skin condition and efficiency of products. With the aim of minimizing skin irritation, the efficiency of the solvent used for extraction was an important factor, and the sea cucumber extract was harvested with efficient extraction conditions at a ratio of 1:10 of 50% ethanol. The study aimed to identify the suitability of sea cucumber extract as a functional cosmetics material to improve the moisturizing ability of skin and its effect on the skin by adding marine natural animal sea cucumber extract. Clinical studies on cosmetics skin containing sea cucumber extract, excellent skin improvement effect from all items of clinical experiment in experimental and control groups. Sea cucumber extract was proved to be a stable, non-adverse physiologically active substance against abnormal symptoms or side effects of skin reactions and skin problems. In addition, the study found excellent results that can lead to its use as a cosmetics material. This is expected to contribute to the development of various cosmetics industries.

본 연구는 코스메슈티컬 화장품과 메디컬 화장품으로 분류하여 각 구매 행동 차이 및 만족도를 비교 분석 하고자 하였다. 20대~50대까지의 성인 남・녀를 대상으로, 총 861부의 설문지를 배부 하였으며, 코스메슈티컬 화장품과 메디컬 화장품을 구매한 경험이 있는 응답자 총 446부의 설문지를 최종 분석 자료로 사용하였다. 본 연구 결과, 코스메슈티컬 화장품과 메디컬 화장품에 대한 용어 인지도는 매우 낮은 편이었으며, 각 구매 행동에 통계적으로 유의한 차이는 없었다. 코스메슈티컬 화장품은 구매 선호도 요인 중 품질, 가격, 용기 디자인, 서비스가 만족도에 유의한 양(+)의 영향을 미치는 것으로 확인되었으며(p<0.05, p<0.01, p<0.001), 특히 품질에 대한 만족도가 가장 큰 것으로 조사되었다. 메디컬 화장품은 구매 선호도 요인 중 브랜드 이미지, 가격, 용기 디자인이 만족도에 유의한 양(+)의 영향을 미치는 것으로 확인되었으며(p<0.01, p<0.001), 브랜드 이미지에 대해 가장 큰 만족도를 미치는 것으로 조사되었다. 이와 같은 결과를 종합해 볼 때, 코스메슈티컬 화장품과 메디컬 화장품의 특징을 세분화 하여, 각 구매 행동과 선호도에 따른 차별화된 제품 개발에 힘써야 할 것으로 사료되어 진다.

본 연구에서 최근 한국 제주 지역에서 큰 관심을 보이고 있는 맞춤형화장품 소재 개발 일환으로서 제주도에서 자생하는 육상식물 50종과 해상식물 10종에 대해 주름개선 검증을 위한 콜라겐 생성 효과와 히알루론산 생성 효과를 조사하였다. 콜라겐과 히알루론산은 피부 노화에 영향을 주는 주요 요인으로 인식되고 있다. 실험 결과, 육상식물 50종 추출물 중에서 점나도나물추출물(100 μg/mL)은 190% 이상 콜라겐을 생성하였으며, 살갈퀴추출물(100 μg/mL)은 160% 이상, 팔손이추출물(10 μg/mL), 금사철추출물 (100 μg/mL), 기수초추출물(100 μg/mL), 보리수나무추출물(100 μg/mL), 땅채송화추출물(100 μg/mL), 나비나물추출물(100 μg/mL), 갓추출물 (100 μg/mL)은 140% 이상 콜라겐 생성 효과를 보였다. 해상식물 10종 추출물 중에서는 큰열매모자반추출물(50 μg/mL)이 190% 이상 콜라겐을 생성하였으며, 붉은뼈까막살추출물(100 μg/mL), 누운청각추출물(100 μg/mL), 우단청각추출물(100 μg/mL)의 경우는 140% 이상 콜라겐 생성 효과를 보였다. 제주 육상식물 50종 추출물 중에서 기수초추출물(100 μg/mL)이 140% 이상 히알루론산 생성 효과를 보였으며, 팔손이추출물(20 μg/mL), 등나무추출물(100 μg/mL)은 130% 이상의 히알루론산 생성 효과를 나타냈다. 해상식물 10종 추출물 중에서는 자루바다표고추출물(100 μg/mL)이 가장 효과가 좋았으며, 이 외에도 붉은뼈까막살추출물(100 μg/mL), 누운청각추출물(100 μg/mL), 우단청각추출물(100 μg/mL)에서 120% 이상 히알루론산 생성 효과를 보였다. 이들 콜라겐과 히알루론산 생성 효과가 양호한 제주 자원들은 향후 맞춤형화장품의 피부 고민을 해결하는 데 적용될 수 있는 가능성을 보여 주었다.

In recent years, interest in halal authentication from the domestic food and cosmetics field has been growing for advances into the overseas halal market. For halal authentication, the product must not contain haram ingredients derived from pig, dog, human, GMO, etc. In this study, the presence of haram ingredients in plant extracts (carrot, oyster mushroom, and pine needle) treated with papain and bromelain and cosmetics (mask pack and cream) containing these extracts were analyzed by PCR to confirm whether these cosmetics were suitable for halal authentication. Detection limits of the PCR method that specifically detected template DNA of human, pig, dog, and GMO were 1.29×103, 1.14×103, 1.24×102 and 2.02×103 copies/tube, respectively. PCR was not inhibited by the plant extracts or cosmetic ingredients. Results of PCR for the plant extracts or cosmetics containing these extracts were all negative. This PCR method could be used to rapidly identify the presence of haram ingredients in raw materials or final products during the manufacturing process of food and cosmetics.

This study aims to gain insights into consumers’ motivations when purchasing mimics of luxury cosmetics goods and their evaluation towards mimicry products. Consumers’ desire for mimicry luxury cosmetics hinges on their motivations underlying their consumption of luxury cosmetics. Attitude functions are applied to measure consumers’ underlying motivations towards luxury products. Consumers’ attitude and familiarity with luxury cosmetics and mimicry cosmetics also influence their choice between luxury brands and mimicry brands. In addition, consumers’ personality factors and perceived risk of purchasing mimicry cosmetics and their brand loyalty towards the original luxury brands restrain their purchase intention of mimicry brands. Finally, the study examines the effect of products conspicuousness (private/public visible goods) and the effect of mimicry types (feature/theme) on consumers’ preferences on concerning mimicry consumption. The findings will provide insights for policymakers, brand managers, and academics, and better understand mimicry in the luxury cosmetics industry.

Environmental pollution, especially particulate matter, is a significant problem in many large cities around the world. Globally, studies have found a larger incidence of skin problems in the more polluted areas of the world (Lefebvre et al., 2015; Lefebvre et al., 2016). Currently, anti-pollution cosmetics are the hot new trend emerging from Asia. Therefore, this study examines the relation between anti-pollution cosmetics purchase and the perceived risk to skin health owing to particulate matter. The results of study 1 partially support our hypothesis about consumers with higher perception of the risk about particulate matter. Among them, those who saw the product advertising felt response-efficacy, and further, this response-efficacy mediated the relationship between perceived risk and purchase intention. However, there was no significant mediating effect of self-efficacy between perceived risk and purchase intention. Study 2 demonstrates that consumers who have higher perceived risk about particulate matter show higher purchase intention for anti-pollution cosmetics (e.g., POLLUAWAYTM day cream) when they are exposed to prevention-focused message advertisement. In addition, the results of study provide support for our argument that this effect is driven by a process involving response-efficacy. The present research provides evidence for a relationship between perceived risk and regulatory-focused messages on purchase intention. In particular, it reveals a boundary condition for these effects to occur, that is, the extent to which consumers have a higher purchase intention because of response-efficacy. These results provide promising evidence to support the growing field of health-product-related marketing communication.

The demand for cosmetic products is generally declining globally, but growing among female Generation Y (Gen Y). Gen Y (18-34 years) are large in size and disposable income and are high users of various social media platforms. Thus, cosmetic companies are competing to capture this market segment. However, the type of social media platforms, which can best attract and induce cosmetic products interest among this fickle and notoriously disloyal market segment is unknown. This study therefore employed the AIDA model to examine the effectiveness of YouTube, Instagram and Facebook in igniting female Gen Y South Africans‟ interest in cosmetic products. Data was collected from 220 respondents. Structural equation modeling results revealed that the cosmetic products interest is ignited by YouTube and Instagram ads and not Facebook ads. Implications are provided.

본 연구는 한국의 일개 화장품 회사 판매직 근로자의 우울수준을 확인하고 감정노동, 직무스트레스, 회복탄력성이 우울증상에 미치는 영향을 파악하고자 하였다. 연구대상은 화장품 회사 판매직 여성 근로자 189명으로 구조화된 설문지를 이용하여 일반적인 특성, 의사진단 질병, 우울, 감정노동, 직무스트레스, 회복탄력성을 평가하여 분석하였다. 우울증상과 감정노동, 직무스트레스, 회복탄력성의 관련성을 파악하기 위해 단변량 분석과 다중 로지스틱 회귀분석을 시행하였고, 연구결과 화장품 판매직 여성 근로자의 우울증상률은 32.3%이었다. 우울증상 고위험군에 대하여 다중 로지스틱 회귀분석을 실시한 결과, 회복탄력성(OR : 3.84, CI : 1.68-8.77), 의사진단 질병(OR : 3.82, CI : 1.73-8.47), 감정부조화(OR : 2.51, CI : 1.06-5.96), 직무요구도(OR : 2.12, CI : 0.93-4.85)가 우울에 유의한 관련성을 보였다. 또한 감정노동 저위험군을 기준값으로 나이, 의사진단, 직무스트레스를 보정하여 회복탄력성 정도에 따른 우울증상의 관련성을 분석한 결과 감정노동이 높고 회복탄력성이 좋은 경우는 우울증상이 2.35배(CI : 0.73-7.53) 높았으며, 감정노동이 낮고 회복탄력성이 나쁜 경우는 우울증상이 3.74배(CI : 1.17-11.97), 감정노동이 높고 회복탄력성도 나쁜 경우에 우울증상이 10.39배(CI : 3.34-32.28) 높은 것으로 나타났다. 본 연구결과를 통해 화장품 판매직 여성 근로자의 우울증상 관리를 위해 회복탄력성을 높이는 프로그램 운영과 감정노동 관리를 통한 감정적 부조화를 줄이고 신체적 질병 관리와 직무스트레스를 낮추도록 하는 건강관리 방안이 필요하다는 것을 제시한다.

Considering that the effectiveness of ads varies according to the credibility of consumers, it is necessary to establish data regarding consumer credibility in relation to online reviews. To conduct a successful study on the marketing strategies of online reviews, it is also necessary to analyze the relationship between credibility and the various factors that influence the purchase intentions of consumers. Therefore, this study attempted to examine the relationship between consumer trust of on-line reviews, brand preference, ads credibility, and purchase intentions in relation to cosmetics. The study was conducted through a normative descriptive survey method using stimuli and a self-administered questionnaire. Analysis of the structural equation model was conducted for the data analysis. The results revealed that consumer reliance on online reviews of cosmetics influences brand preference, credibility of brand ads and purchase intentions. The results also revealed that consumers’ on-line reviews, brand preference, and trust of brand ads are important factors for increasing the purchase intentions. The mediation effect of brand preference and brands’ ads credibility were found in the process where on-line reviews exercise an influence on the purchase intentions. It was also found that brand preference has a stronger influence on purchase intention than credibility of brand ads. It was discovered that the credibility of on-line reviews directly influences purchase intentions more than indirectly influences. Considering the results of this study, programs that encourage customers to post on-line reviews, and strategies to promote brand preference by targeting groups that exhibit high trust in online reviews would be recommended.

This study aims to gain insights into consumers’ motivations when purchasing imitation of luxury cosmetics goods by applying the functional theory of attitude. Consumers’ desire for imitation luxury cosmetics hinges on their motivations underlying their consumption of luxury cosmetics. In addition, consumers’ perceived risk of purchasing imitation cosmetics and their brand loyalty towards the original luxury products will restrain their purchase intention of imitation cosmetics. Finally, the study examines the effect of products conspicuousness (private/public visible goods) and the effect of imitation types (feature/theme) on consumers’ preferences on concerning imitation consumption. The findings will provide insights for policy makers, brand managers and academics, and better understand imitation in the luxury cosmetics industry.

The current study aims to segment Chinese female consumers using their lifestyle dimensions in the cosmetics market, and analyze their cosmetics purchasing behavior based on that segmentation. Specifically, lifestyle groups were examined to see if there is any group difference(s) in consumer behavior for Korean cosmetics. Lifestyle groups were examined based on: consumers’ demographic characteristics, perceived brand attributes, loyalty toward Korean cosmetics, usage of Korean cosmetics products, preferred stores of shopping for Korean cosmetics, and use of information sources in purchase decisions. An online survey was administered to female consumers who live in Beijing and Shanghai. A total of 493 surveys were used for data analyses. The results of the study were as follows: First, factor analysis revealed 11 significant lifestyle dimensions. Second, using these 11 lifestyle dimensions, cluster analysis was conducted, which revealed four distinct groups of consumers: (1) “timid inactive group,” characterized by having low scores in most lifestyle dimensions; (2) “showcase goers,” who tend to be highly fashion/appearance-conscious and brand-oriented; (3) “practical buyers,” who tend to be price-conscious, sensitive and timid; and (4) “sensible buyers,” who enjoy finer meals and wellbeing lifestyles, as well as hardworking in everything and impulse-buy things. Third, consumer behavior of purchasing Korean cosmetics brands were examined; significant differences among the four lifestyle groups were found. The study concludes with a discussion of the results and practical implications.

By adopting regression and time series analysis, this article tries to quantify people’s enthusiasm towards beauty based on sales performance of cosmetics product in previous years in China. The basic assumption in this paper is that people’s attitude towards beauty is positively associated with their purchase behavior of cosmetics product.

Advertising both reflects and creates social norms and cultural practices, such as concepts of beauty and gender roles. Research suggests that masculinity, like femininity, is constructed, codified and contested in advertising imagery (Schroeder & Zwick, 2004). By drawing on cultural categories to depict gendered consumer selves, advertising messages often limit and structure possibilities of masculine and feminine consumption. As marketers promote the blurring of traditional gender lines around product categories to open their products to a wider market, men increasingly consume products that are traditionally reserved for female consumption (Thompson & Hirschman, 1995). Despite the growing global men’s grooming market, research suggests that men view the consumption of cosmetics as not acceptable ‘masculine’ consumption behavior (Hall, Gough, & Seymour-Smith, 2013). According to Kolbe and Albanese (1996), masculinity is represented in advertising by images of strong and muscular ‘male icons’. In order to protect their masculine identities men reject advertising images that do not reflect these masculine traits (Elliot & Elliot, 2005). However, with advertising literature focusing on a notion of masculinity that is prevalent in Western individualistic cultures, cross-cultural research in this area is extremely limited. Given the cultural relativity of masculinity and attractiveness, images of masculinity and forms of accepted ‘masculine’ consumption behavior are likely to vary across cultures (e.g., Englis, Solomon, & Ashmore, 1994). For instance, the use of cosmetics may be regarded as acceptable ‘masculine’ behavior in South Korea, where young men spend more per-capita on cosmetics than their counterparts anywhere else in the world (Euromonitor, 2015). The aim of this research is to explore representations of masculinity in South Korean cosmetics advertising. We carry out a content analysis of print ads examining i) What types of male images do advertisers use in South Korean cosmetics advertisements?; and ii) What kind of masculinity do male images in South Korean cosmetics ads represent?

Women aged between 36 and 55 are the main players in the cosmetics market in Taiwan in recent years. Particularly, the sector of anti-ageing cosmetics has grown continually with the support of women at the ages, who have stronger purchasing power than others. Furthermore, the changes of the channel structure in Taiwan have an impact on cosmetics consumption. Department stores have been the leaders of the high-end cosmetics market for a long time. Nevertheless, Taiwanese middle-aged women no longer only purchase cosmetics products in the department stores, but also shop around the pharmacy chain stores, like Cosmed, Poya and Watsons, which expand rapidly in Taiwan recently, buying OTC (Over-the-counter) cosmetics brands and products. It is convenient for women to attach with cosmetics products since the widespread shops available for consumers to pop in and consume a wide range of cosmetics products with more affordable prices (Kantar Worldpanel, 2013). The current research examines the cosmetics shopping and consumption of middle-aged women in the Taiwanese cultural context. The phenomenological interviews were conducted with a purposive sampling with 6 Taiwanese middle-aged women ranging in age from 40 to 60, who used cosmetics on a daily basis, varied in duration, between 1 to 2 hours. The sample size is kept deliberately small as phenomenological interviews are designed to elaborate the richness (Baker et al., 1992) of individuals’ lived experiences, feelings and perceptions of cosmetics consumption. Each interview was conducted online using the social media, Skype, through a webcam. The purpose of the interview was described to the informants as an exploration of women’s cosmetics consumption and how it affected their experiences in their daily lives. They were encouraged to share their own experiences freely. The unstructured interviews started with a question, “What comes to your mind when speaking of cosmetics?” enabling participants to start the dialogue with their most familiar topics and be free to define the meanings of cosmetics in their own words (Liu et al., 2012). In the process of data analysis, 6 principal themes emerged to give more explanations in detail of how middle-aged women in Taiwan strategically manipulate cosmetic shopping to construct, maintain, change, and give meanings to the sense of self in transformational levels during their lifetime course. In addition, due to the widespread of pharmacy stores in recent days, it is found that the middle-aged women’s had changed their shopping behaviours in accordance with the change of retail stores. For example, Karen likes to shop around the pharmacy stores looking for open counter brands which are made in Japan and buying products with the signs showing that are ranked number 1, instead of shopping at the department stores, where she used to go. Moreover, Amy also likes to go to the pharmacy stores which are close to where she lives. There are many new-opened stores, such as Cosmed, Watsons, and Poya rapidly expanded in the rural area that make it more convenient for residents to shop in. She also prefers to buy facial cleansing products which are made in Japan and ranked number 1. As the structure of channel and lifestyle have changed with time, consumers’ cosmetics consumption is changing as well. The research finds that wearing cosmetics has become habits for the Taiwanese women aged between 40 and 60 since they have been using cosmetics for more than 20 years. The meaning behind their “used-to habits” with cosmetics is that consumer’s possessions - cosmetics, have become their extended self and being strategically manipulated to accompany them experiencing through every path of their lives, including pursuing their ideal, hoped-for possible selves, escaping from their negative, feared possible selves, managing their relationship with the social self, and developing their past-present-future self within the historical context.

This article focuses on the use of the cosmetics channel of customers. There are many papers about channel choice behavior of consumers. Blattberg et al (2008) pointed out that the consumer decide their channel by marketing action, channel attribute, social influence, channel integration, individual difference, and situation factors. Kushwaha, et al (2013) said that in the case of buying an axiomatic product, consumers who are using only Web are excellent customers, whereas consumers using many channels are excellent customers in the case of a hedonistic product. Neslin, et al (2014) implied that the channel and brand are interrelated, so the customer think about both channel choice and brand choice at same time. Valentine et al (2014) found that multi-channel user is more information sensitive than that of single-channel user, and customer who are satisfied the service of their chosen channel do not try to use new channel. From these papers, it is clear that consumer’s channel choice behavior depends on, not only channel specialty, but also product specialty. On the other hand, there are not many studies about consumer behavior of cosmetic buying. Bloch et al (1992) implied that makeup made person more active, and an evaluation from another person lead to self-satisfaction. Fabricant (1993) pointed out that the purpose of makeup is self-expression and hiding one's fault. From the research of Coulter, et al (2000), opinion leader are more interested in cosmetics and much quantity of purchasing. Because cosmetic is very image oriented products, customer’s information sensitivity and cosmetic lifestyle are important to buy cosmetics Gathering data about channel choice behavior of consumers in Japan, it becomes clear that stylish and fashionable customers are willing to buy at department stores as their priority is channel images, while non-fashionable customers tend to buy at drugstores and GMS, as their priority is low price. It imply that stylish and fashionable score, cosmetic lifestyle of customer, and channel image are important factors for channel choice behavior of customer. Some customer use both department stores and drugstores, and some customer use both GMS and drugstores. Customers who use both department stores and drugstores are almost same lifestyle of customers who use department stores only, otherwise lifestyle scores of customers who use both GMS and drugstores are, almost same as drugstore only customers. It means that customer of department stores use drugstore as the sub channel of department stores, but customer of GMS use drugstore as the main channel. We must take care about customer combination of store channels. It becomes clear that channel images and customer lifestyle are very important to explain consumer’s channel choice.

Towards the 21st century, the whole world is regarded as one market. Globalization is spreading all over the world as many cosmetics companies pioneering new market abroad, overcoming relatively limited domestic markets. Korean cosmetics companies are not the exception and they are aiming Chinese consumer market, the largest one in Asia, which is growing steadily since government’s open door policy. So, the necessity to compare and figure out the difference between Korean and Chinese consumer’s cosmetics buying behavior is very high for those companies that have their eyes on the Chinese Market. Therefore, the purpose of this study is to compare buying behavior between Korean and Chinese female consumers related to Korean cosmetics brand level. Cosmetics buying behavior is examined in 4 areas; purchasing motives, information sources, purchasing criteria, and the level of satisfaction. Subjects were selected through a convenient sample technique and a questionnaire was developed in Korean and Chinese by translation and back translation method. Data were collected from the sample of 187 out of 233 in Beijing for Chinese female consumers, and 188 out of 200 in Pusan for Korean female consumers. Respondents’ age varied from 20’s to 50’s. Korean cosmetics brands were divided into high /low levels; low brand level included Micha, The face shop, and Laneige while high brand level included Sulhwasu, O’hui, and The history of who. Among many types of cosmetics, this study focused on the basic types of cosmetics product such as lotion, moisture cream, nutrition cream, mask pack with the exception of color based cosmetics products. Data were analyzed by ANOVA and cluster analysis using SPSS 20.0. Respondents were divided into 4 groups: Korean high brand purchasing consumers, Korean Low brand purchasing consumers, Chinese high brand purchasing consumers, and Chinese low brand purchasing consumers. 1. For purchase motives, Chinese consumers affected by Korean celebrities and had more motives to experience Korean cosmetics. To relax and to relieve from stress was the main reasons to buy Korean cosmetics for Chinese high brand consumers. Price was the main reason to buy Korean cosmetics for both low brand purchasing groups. 2. For information sources, Chinese consumers had tendency to collect information from personal relations such as friends and family. Korean and Chinese low brand consumers used internet advertising. Chinese high brand consumers collected information from department salesman. Korean high brand consumers showed lowest use of any kinds of information sources. 3. Korean high brand group put on importance on color and scent as cosmetics purchase criteria. Chinese high brand consumers showed importance on brand image, ingredients, containers/packing, skin fit, and feeling. Korean and Chinese low brand groups have importance on brand image, ingredients, and skin fit. 4. Concerned satisfaction level, Korean high brand group showed lowest satisfaction level. Chinese consumers had satisfied with container design and feelings.

역상 HPLC 에 의한 화장품에 사용하는 수용성 고분자인 Xanthan gum의 간편하고 정확한 정량분석 방법을 개발하였다. 분석조건은 C18분리관과 ELSD 검출기를 사용하였으며, 25mM ammonium acetate/acetonitrile의 기울기 용리에 의해 분리 되었다. 이때 검량선의 상관계수(correlation coefficient) r²=0.9993, 정량범위 50.3~604.1 ㎍/㎖, 검출한계 12.0 ㎍/㎖및 정확성이 우수하였다. 이 방법은 화장품 중 Xanthan gum를 정확하고 간편하게 정량분석 가능함을 보여 주었다