earticle

영어

This study investigated adults’cognition on and usage of fermented cosmetics in Korea. The subject was 419 men and women, that is to say, 316 women and 103 men, in Seoul and Gyeonggi-do. 2-weeks questionnaire survey was done to investigate buying patterns and satisfaction of user group of fermented cosmetics, and characteristics and future access of the cosmetics of non-user group. More than half of the interviewees heard fermented cosmetics with less experience of the use. Men cognized the cosmetics less than women did, and the former experienced less use. The interviewees thought of ‘safety ingredient for the skin of the cosmetics having plenty of effective ingredients’. The interviewees thought that efficacy and effect of fermented cosmetics were not satisfactory at the use than expected that should be improved as soon as possible. But, many interviewees did not experience efficacy of fermented cosmetics enough yet: In other words, more than half of the users made use of the cosmetics 1 to less than 3 months, and many interviewees wanted to buy fermented cosmetics again in the future. And, 50.8% of non-user group of the fermented cosmetics did not cognize difference of quality between common cosmetics and fermented cosmetics, and 47.5% of them thought that fermented cosmetics would have better quality, and more than half of the interviewees wanted to buy fermented cosmetics in the future: So, most of non-user group of fermented cosmetics wanted to buy fermented cosmetics and did not cognize advantages of the cosmetics enough. And, the interviewees who had no idea of buying of fermented cosmetics said that they were satisfied with current cosmetics products, so that enough public relations of efficacy and effect of fermented cosmetics would be likely to let the users buy fermented cosmetics in the future. In this study, users cognized fermented cosmetics to have good image and expectation effect and to have less use. And, users wanted to buy fermented cosmetics in the future, and cognized less quality difference between common cosmetics and fermented cosmetics to require not only public relations of efficacy and effect of fermented cosmetics but also systematic strategy depending upon gender and age. The study may help develop fermented cosmetics products according to buying behavior depending upon gender and age to be basic material of the marketing.