A Study on the Recognition and Purchase Behavior of Customized Cosmetics of Baby Boomers

Cho, Hyei Jin; Kim, Kyung Eun

Journal of the Korean Society of Cosmetology 2020;26(3):646-653.
Published online June 30, 2020.

맞춤형화장품에 대한 베이비붐 세대의 인식도 및 구매행동 연구

조혜진, 김경은

A Study on the Recognition and Purchase Behavior of Customized Cosmetics of Baby Boomers

Hyei Jin Cho, Kyung Eun Kim

Abstract

This research studied the baby boomers' recognition and purchase behavior of customized cosmetics, for the purpose of presenting both educational and marketing plan for cosmetic industry to be activated. The survey took place online from September 21st to October 12th, 2019, and SPSS WIN 25.0 program were used to analyzing the collected data. The following are the results of the research. First, skin care interest of baby boomers was high. Second, the baby boomers' recognition towards customized cosmetics was positive. Third, baby boomers had high involvement of the customized cosmetics. Finally, baby boomers with higher skin care interest, awareness, future willingness to use or buy customized cosmetics and involvement, have the higher purchase satisfaction, intention to repurchase and recommendation to others. In addition, those who have higher necessity recognition, are more likely to have high interest in repurchasing the customized cosmetics. The study supports the view of the growth of customized cosmetics market through the opportunities provided by baby boomers. The research result stresses that STP strategy establishment is necessary, which emphasizes the quality of customized cosmetics compare to existing cosmetics, for baby boomers as target consumers.

Key Words: Baby boomers, Customized cosmetics, Purchase behavior, Recognition, Skin care interest