*Corresponding author: Kyu-Ok Shin Tel : +82-31-740-7187 E-mail : I. Introduction
The rapid advancement of digital technologies has positioned visual experience as a pivotal factor in shaping consumer decision-making (Kim, 2019). Consequently, the ability to quantitatively assess how consumers visually perceive products or services, as well as how they respond to such stimuli, has become increasingly important. Within the beauty industry in particular—where consumer preferences and sensory experiences play a central role—there is a growing demand for research that examines the influence of visual stimuli on product choice and brand perception (Jeong, 2023). Consumers today base their purchasing decisions not only on functional value but also on visual and emotional experiences, thereby underscoring the need for quantitative analytical methods capable of objectively capturing unconscious responses (Kim & Jung, 2016).
In this context, eye-tracking has emerged as a valuable methodological tool for quantitatively analyzing visual attention and identifying associated cognitive and emotional responses (Kim, 2005). Prior studies have highlighted its effectiveness across diverse domains, including advertising, online shopping, and educational environments, where it enables an objective investigation of visual attention and unconscious cognitive processes. For instance, Hwang (2023) analyzed gaze trajectories and attention patterns in portal site banner advertisements, thereby clarifying the effectiveness of specific advertising elements. Similarly, Gheorghe et al. (2023) employed a neuromarketing approach that combined eye-tracking with electroencephalography (EEG) to validate the influence of digital product packaging on consumers’ emotional responses and decision-making processes. In the online shopping context, Hwang (2019) examined gender-based differences in visual attention to human brand images, while Kim (2017) empirically demonstrated how learners’ visual behaviors and immersion in video-based educational environments contribute to academic achievement.
More recently, eye-tracking has begun to attract scholarly attention in the beauty industry. Fu (2024), for example, investigated how model gender and the presence of human figures in Chinese beauty product advertisements affect visual attention and purchase intention. Employing a combination of eye-tracking experiments, survey data, and structural equation modeling, the study found that although female models elicited greater visual attention, this effect did not directly translate into higher purchase intentions. Likewise, Mateja & Wlekły (2024) explored the influence of website design elements and user experience (UX) on consumer decision-making in online cosmetics shopping. Based on an experimental study involving 34 participants, they confirmed that bright background colors combined with balanced product image-text layouts significantly enhanced visual attention and encouraged immediate click behaviors. In addition, research utilizing eye-tracking has been introduced in areas such as cosmetic package design and hospital advertising (Noh, 2019; Son et al., 2019). While these studies provide valuable insights into consumer visual cognition within the broader digital transformation of the beauty and esthetics industry, the overall application of eye-tracking in the esthetics sector remains relatively limited.
Accordingly, the present study aims to explore the practical potential of eye-tracking within the esthetics industry through a comprehensive review of the existing literature. Specifically, this research examines the contexts and themes in which eye-tracking has been applied, analyzes methodological approaches with particular emphasis on key analytical metrics, and reviews representative empirical studies to identify recurring strategies and distinctive patterns. Building upon these findings, the study seeks to delineate the potential applications of eye-tracking technology in advancing research and practice within the field of esthetics.
Ⅱ. Theoretical Background
1. Visual Attention Theory
The human visual perception process generally consists of three main stages. First, the eyes function to receive visual stimuli from the external environment. Second, the sensory system transmits the received stimuli to the perception stage, enabling them to be recognized in a meaningful and conscious manner. Third, cognitive processing in the brain is responsible for interpreting and evaluating this perceptual information by comparing it with past experiences (Kim, 2010). These stages—sensation, perception, and cognition—explain how visual information is processed and given meaning, providing a fundamental framework for understanding the mechanisms of human cognitive processing.
2. Eye-Tracking
As illustrated in Fig. 1, eye-tracking is an experimental method that employs infrared sensors and cameras to trace the movement of the eyes and identify fixation points—that is, to determine 'what the subject is looking at.' This technique enables the real-time detection of gaze positions and the quantitative analysis of visual attention (Kang, 2023).
Eye-tracking equipment, known as an eye-tracker is utilized to trace users’ eye movements and to measure immediate physiological responses to external stimuli, such as gaze position, fixation duration, frequency, and saccades (Kim, 2014). Eye-trackers can be broadly classified into three types: Remote Eye-Trackers (RED), Head-Mounted Eye-Trackers (HED), and Glasses-Type Eye-Trackers (GED).
Eye-tracking metrics are generally classified into three categories: fixation, saccade, and pupil. Fixation-based metrics include First Fixation on a specific Area of Interest (AOI), Average Fixation, Fixation Count, and Gaze Time. Saccade-based metrics comprise Saccade Amplitude, Saccade Frequency, Saccade Onset Time, Saccade Direction, and Saccade Accuracy. In addition, changes in Pupil Diameter can be used to estimate levels of arousal, interest, and cognitive load.
Ⅲ. Research Content and Method
This study was conducted through a literature review, using major domestic and international academic databases to collect and analyze eye-tracking-related research. From 2015 to March 2025, major academic search systems such as KCI, CNKI, Google Scholar, and RISS were used to search for literature with the primary keywords “eye-tracking”, “eye-tracker”, “visual attention”, “esthetics”, “cosmetics”, “advertising”, and “education”. Through a stepwise screening process, non-empirical studies and those with low relevance were excluded, and a total of 40 studies were selected for final analysis. Subsequently, seven representative cases were selected based on the criteria of representativeness by thematic domain, methodological diversity, recency, and academic contribution. These cases were then analyzed to examine research themes, methodological patterns, as well as similarities and differences across studies.
Ⅳ. Results and Discussion
1. Analysis of Research Themes
The classification of studies by research field (Table 4) revealed that 7 studies (17.5%) were related to the beauty and esthetics field, while 33 studies (82.5%) belonged to other domains. Among the latter, research was further subdivided into advertising 10 studies (25%), package design 5 studies (12.5%), online purchasing behavior 6 studies (15%), and education 12 studies (30%).
According to the classification of studies by country, 17 were conducted in Korea, 15 in China, and 8 in other countries including Peru. The analysis revealed that in Korea, eye-tracking technology was primarily applied in the fields of design and marketing, whereas in China the largest proportion of studies was concentrated in education. Meanwhile, in other countries, the use of eye-tracking was most prominent in advertising. This distribution reflects differences in research interests across countries regarding the application of eye-tracking technology and provides important insights into understanding national research trends.
2. Analysis of Research Methods
Regarding the methodological characteristics of the studies analyzed, approximately 47.5% adopted a basic mixed-methods approach that combined eye-tracking technology with survey questionnaires. In addition, three studies, including Štěchová (2017), incorporated in-depth interviews, thereby establishing a triadic system of data collection, quantitative evaluation, and qualitative interpretation. Notably, Gheorghe et al. (2023) introduced a novel methodology that combines neuromarketing eye-tracking with EEG, allowing for a multidimensional examination of correlations between visual attention and neurocognitive responses. This trend toward multi-source data integration reflects the expansion of interdisciplinary collaboration aimed at enhancing the validity of consumer response research.
On the other hand, a synthesis of the eye-tracking metrics used in the reviewed literature (Table 7) shows that fixation-based metrics are the most widely employed, primarily including fixation duration, fixation count, and fixation location. In contrast, saccadic metrics and pupil-diameter measurements were relatively less utilized, with pupil response analysis being less frequently applied due to the difficulty of controlling experimental conditions. In general, multiple eye-tracking metrics are often used in combination, and eye-tracking technology is integrated with cognitive-behavioral experimental methods to analyze consumers’ visual cognitive processing. Such approaches are commonly employed to compare the promotional effectiveness of products or advertisements and to evaluate consumers’ purchase intentions in a comprehensive manner.
3. Analysis of Representative Cases by Research Field
Eye-tracking has been applied in various domains to identify visual attention and information-processing patterns. To explore its applicability in the esthetics industry, this study analyzed seven representative works. In particular, advertising is closely linked to cosmetic promotion strategies, package design to product selection, online shopping to e-commerce environments, and education to the learning processes of beauty majors.
1) Non-Esthetics Fields
(1) Advertising Domain
Hwang et al. (2020) analyzed the visual attention patterns of university students toward domestic soju brand print advertisements using eye-tracking. In the experiment, the model’s face, body, product, and headline were set as AOIs, and metrics such as Time to First Fixation (TFF), Fixation Duration (FD), and Fixation Count (FC) were measured. The results indicated that the model’s face was the most salient element across all posters, attracting the first fixation as well as the highest duration and count. In some posters, the product and headline also repeatedly attracted attention, confirming that the readability of text and product information is a critical factor for advertising effectiveness. Moreover, the hypothesis that 'the body draws more attention than the face' was rejected. The findings suggest that in designing print advertisements, the visibility of the model’s face and the clarity of the main copy should be emphasized. This study empirically verified the visual attention patterns of university students toward soju advertisements and provides a directly relevant case for analyzing visual attention to model images, products, and advertising copy in cosmetic advertising.
(2) Education Domain
Wang et al. (2018) analyzed, through eye-tracking, how instructors’ behaviors influence learners’ visual attention and learning outcomes during the viewing of instructional videos. In the experiment, university students were presented with the instructor’s gestures, gaze, and facial expressions as primary stimuli, and metrics such as Fixation Duration (FD), Fixation Count (FC), and scan paths were measured. The results showed that when instructors used gaze alone or combined gaze with gestures, learners focused longer on the content area and unnecessary gaze shifts toward the instructor’s screen were reduced. These findings suggest that in the design of instructional videos for esthetics education, the appropriate use of instructors’ gaze and gestures can enhance learners’ attention and strengthen the effectiveness of procedural skill acquisition.
(3) Online Purchasing Domain
Kim (2020) analyzed consumers’ visual attention patterns on product detail pages of online clothing shopping malls using eye-tracking. The study targeted female consumers in their 20s and 30s, defining AOIs as model images, detailed images, basic information, and detailed descriptions. Metrics such as Time to First Fixation (TFF), Dwell Time on Fixation (DTF), and Number of Fixations (NOF) were measured. The results showed that model images and basic information attracted the fastest and longest attention, while detailed descriptions received relatively lower visual attention. Moreover, visual attention distribution varied depending on the consumers’ level of clothing involvement: the high-involvement group repeatedly fixated on detailed images and descriptions, demonstrating deeper exploratory behavior, whereas the low-involvement group concentrated on model images and basic information. These findings indicate that consumer involvement is a key variable regulating information search behavior in online shopping environments. In the context of online shopping malls for esthetics and cosmetics, this implies the necessity of prioritizing the visibility of product images and key information while simultaneously providing detailed information—such as ingredients, usage instructions, and clinical effects—to meet the exploratory needs of high-involvement consumers.
(4) Design Domain
Kang (2023) applied eye-tracking to analyze image perception and response in international campaign posters. In the experiment, AOIs were defined as image, typography, color, layout, background, and message. Metrics such as First Fixation, Dwell Time, and Fixation Count were measured, and Heatmaps and Scan Paths were also utilized. The results showed that the main image was the earliest and most consistently fixated area. Color contrast enhanced message readability and emotional engagement, while a simple background highlighted the core message. Layout was identified as a key factor in structuring gaze trajectories, and typography directly influenced message delivery and cognitive responses. These findings suggest that in the production of visual materials for the esthetics field, strategically designing model images and key copy alongside color, background, layout, and typography can effectively capture consumer attention and reinforce the persuasive power of brand messaging.
(5) Esthetics Domain
Son et al. (2019) classified Facebook advertisements from leading domestic plastic surgery clinics by type and format, and analyzed consumers’ visual attention patterns using eye-tracking. The study involved ten female participants in their 20s to 40s, defining AOIs as the model, treatment content, text, clinic name, and blank space. Eye-tracking metrics such as Dwell Time (DT), Fixation Count (FC), Scan Path, and Heatmap were employed.
The results indicated that, overall, models initially attracted the greatest attention, but cumulative attention gradually shifted toward treatment content and text. In the comparison by advertisement type, model-centered ads were advantageous in drawing initial attention but were weaker in information delivery. In contrast, ads focusing on treatment content or text showed higher reliability and persuasiveness but were less effective in capturing attention. Hybrid-type ads balanced the two elements, generating more gaze shifts, but also risked dispersing the message. This study highlights the need to establish differentiated strategies by comprehensively evaluating the strengths and weaknesses of different advertisement types in plastic surgery social media marketing.
Lu (2023) examined consumer visual attention and subjective evaluations of print advertisements designed for the entry of international cosmetic brands into the Chinese market. Using a 2×2×2 experimental design, the study combined three factors: model image (Western vs. Eastern), brand name (foreign language vs. Chinese), and advertising slogan (Western-style vs. Eastern-style). Forty university students participated, and both eye-tracking metrics and survey questionnaires were employed.
The analysis revealed that advertisements consistently featuring Western-style elements received the highest overall preference, whereas Eastern-style advertisements elicited quicker attention to the product. Furthermore, the distribution of attention and advertising effectiveness varied according to the combinations of the three factors, and a positive correlation was identified between visual behavior and subjective evaluations. This study suggests that when formulating advertising strategies for the Chinese market, international brands should go beyond maintaining a uniform Western image and adopt customized combinations that reflect local culture and aesthetics. Moreover, the findings imply that global brands can simultaneously enhance advertising effectiveness and consumer acceptance by optimizing models, brand names, and slogans in alignment with Chinese consumers’ visual attention patterns and cultural aesthetic sensibilities.
Noh (2019) analyzed consumers’ visual attention patterns toward the Dr.G Red Blemish Cream package design, focusing on the hierarchy of information. In the experiment, AOIs were defined as the brand logo, product name, functional claims, certification marks, and product volume. Eye-tracking metrics such as Time to First Fixation (TFF), Dwell Time on Fixation (DTF), Number of Fixations (NOF), along with Heatmaps, were employed.
The results showed that the brand logo and product name were the first to attract attention, while functional claims and certification marks prompted repeated fixations. In contrast, secondary information such as product volume received relatively lower attention. Following the package renewal, readability and professionalism were enhanced, and consumer trust and preference also increased. This study demonstrates the importance of ensuring the visibility of brand identity and key functional information in derma-cosmetic package design. Furthermore, it suggests that visual layout strategies that reflect the hierarchy of information can effectively contribute to building consumer trust and shaping purchase intentions.
3) Comparative Analysis of Representative Studies
All seven representative studies employed eye-tracking devices to collect gaze data and quantified attention patterns using core indicators such as Time to First Fixation (TFF), Fixation Duration (FD), and Fixation Count (FC). The differences among the studies were primarily reflected in the types of stimuli used and the levels of interpretation. Some studies presented stimuli in consumer contexts, such as print advertisements, social media ads, and cosmetic packages, to measure brand trust and purchase intention. Others used product detail pages to examine differences in information search strategies and involvement levels. Research on instructional videos verified how instructors’ gaze and gestures influenced learners’ concentration and procedural learning outcomes, while poster design studies analyzed how visual elements such as images, typography, background, and layout acted as factors that regulated message delivery and cognitive load.
In other words, although the same eye-tracking methodology was applied, the interpretation of attention data varied according to the researchers’ objectives. Some studies regarded gaze as an indicator of preference, trust, or purchase intention, while others linked it to information search efficiency, learning effectiveness, or message comprehension. Most studies integrated gaze data with surveys and behavioral data, thereby demonstrating that eye-tracking serves not merely as a tool for measuring visual responses but as a methodological approach that contributes to brand strategy, instructional design, e-commerce optimization, and the validation of design principles (Table 15).
Ⅴ. Conclusion
This study conducted a literature review of 40 eye-tracking studies published over the past decade and carried out an in-depth analysis of seven representative cases to explore the potential application of visual attention analysis in the esthetics industry.
First, the distribution of research domains revealed that eye-tracking has been actively applied in advertising, design, online shopping, and education, whereas studies focusing on beauty and esthetics accounted for a relatively small proportion. By country, Korean research was largely concentrated in design and marketing, Chinese studies were more prevalent in education, and research from other countries primarily focused on advertising. This distribution reflects differences in academic and industrial contexts across nations and underscores the need to accumulate further research in the esthetics field.
Second, the methodological analysis indicated that mixed-method approaches combining eye-tracking with surveys were most common. Some studies further incorporated in-depth interviews or neurophysiological techniques such as EEG, integrating both quantitative and qualitative data. Fixation-based measures were the most frequently employed, while saccadic and pupil-related indicators were used less often. This suggests that while current research has largely focused on basic patterns of visual attention, future studies may strengthen validity and interpretive power by integrating diverse biometric signals.
Third, the analysis of seven representative cases confirmed the methodological validity of eye-tracking in empirically identifying patterns of visual attention and cognitive responses across experimental settings. Although the cases varied in research subjects, stimuli, and metrics, they consistently demonstrated that consumer attention selectively concentrates on key visual elements. These findings indicate that eye-tracking can serve as a scientific tool for measuring and verifying cognitive processes across the esthetics industry, including cosmetic advertising, package design, online shopping platforms, and educational content.
However, this study is limited in that it relied solely on a literature review without directly collecting or analyzing experimental data, and the analyzed cases were concentrated in specific domains such as advertising and education. Future research should conduct direct eye-tracking experiments in the esthetics industry and beauty services to empirically validate the findings of this study, strengthen the evidence base, and expand both academic contributions and industrial applicability.
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