두피 관리 시장 확대에 따른 데이터 기반 경향 분석

Abstract

This study analyzes prevailing trends in the expanding scalp care market and examines the industry land- scape through the application of big data analysis. As concerns regarding hair loss increase among consumers in their 20s and 30s, the market is experiencing a notable demographic shift. In response, marketing strategies have evolved; younger actors are increasingly being featured in advertisements, and products designed for hair loss relief and hairline correction have registered a substantial increase in sales. To effectively capture these trends, this study used the BIG- Kinds news database to collect and analyze articles published between September 2022 and September 2023. The anal- ysis identified three primary keywords: <hair loss>, <customized shampoo>, and <cosmetics>, reflecting growing interest in both preventive solutions and personalized scalp care. Network analysis identified meaningful associations for the keywords: “treatment,” “medicine,” and “scalp” were frequently associated with <hair loss>; “cosmetics,” “solution,” and “seborrheic” with <customized shampoo>; and “China,” “Korea,” and the “United States” with <cos- metics>, highlighting the industry’s global reach. Furthermore, an analysis of academic theses published between 2022 and 2023 indicates a shift in research focus from hair loss prevention to the development of customized products and the study of consumer behavior. The emergence of novel technologies, such as scalp micropigmentation therapy, sug- gests significant advancements in personalized scalp treatment. This study provides valuable baseline data to inform future academic research and strategic planning within the evolving scalp care industry.