For the Successful Advance of K-Beauty into the US Beauty Market, Purchasing Behavior of Cosmetics among American Adolescents

Kim, Mi-ji; Han, Chae-jeong

Journal of the Korean Society of Cosmetology 2018;24(4):786-796.
Published online August 31, 2018.

K-Beauty의 미국 진출을 위한 미국 청소년의 화장품 구매 행동에 관한 연구-K-Beauty의 경제적 이동을 중심으로-

김미지, 한채정

For the Successful Advance of K-Beauty into the US Beauty Market, Purchasing Behavior of Cosmetics among American Adolescents

Mi-ji Kim, Chae-jeong Han

Abstract

This study examined the US adolescents' purchasing behavior of cosmetics, thereby having aimed to arrange academic basic data for the economic movement of K-beauty. To achieve this research objective, a questionnaire survey was conducted targeting American adolescents from the 9th grade to the 12th grade who dwell in New York of the United States. The main results of this study are as follows. Most US adolescents themselves directly bought cosmetic products. Also, there was a response as saying that SNS such as Facebook has a great effect on the cosmetics purchasing behavior. More than 89% of the American adolescents gave a response as saying of not buying given not satisfying oneself even if being a product of being advertised by a favorite star. The cosmetic product was bought the most at a cosmetics brand shop(50.2%). Rather than price or brand, the skin fitness(59.2%) was recognized to be important in purchasing cosmetics. The information related to cosmetics was obtained the most from internet personal broadcasting such as YouTube, Twitch and Ustream. Seeing these findings, there is a need to consider the demographic features and psychological characteristics as well as the biological aspect along with the importance of gender given making use of a marketing strategy for K-beauty.

Key Words: American Adolescents, Cosmetics, K-Beauty, Purchase behavior, US Market