earticle

영어

The study aimed to provide a practical basis for implementing effectual marketing approach to satisfy silver generation consumer’s needs and to generate business profit by examining the collected data. 400 questionnaires distributed to silver generation women aged over 55 were collected to investigate the interest level in cosmetics and to analyze the cosmetic usage in accordance to age-specific and interest level. The results were as follows. First, the interest in make-up and functional cosmetics has increased. The usage of functional cosmetics was high in women aged in 70s, and the usage of functional and color cosmetics appeared to be higher in a group that expressed high interest in make-up. Second, the younger silver women group applied multiple steps of basic make-up and that the usage of Essence cosmetics has gradually increased. Third, the usage of whiting cosmetics appeared high in women aged in 50s, followed by 70s and 60s. With higher interest in make-up, the usage of whiting cosmetics was high. In the analysis of the usage of functional cosmetics in accordance to the age-specific interest level in make-up, the usage of whiting cosmetics was high in the low interest level women aged in 50s, and the usage of sunblock was high in the middle interest level women aged in 60s. Fourth, the positive intention to participate in education or training for cosmetic quality and instruction was particularly active in the lowest make-up interest group. As such, it is assumed that the innovative marketing strategies of cosmetics for silver generation women who were considered as a latent demand group are necessary and that differentiated-effective marketing and sales strategies for silver generation women who especially expressed high interest in make-up need to be developed.