두피 타입에 따른 맞춤형샴푸 인식 및 사용실태 조사

Abstract

In the modern times, people have consumed according to their personal values and personality. In the market structure of mass production, a modern society has entered a personalization era in which unique products specially designed for each consumer are emphasized. Under such circumstances, there have been a lot of studies on personalized products in cosmetics industry. Therefore, this study attempted to investigate consumers’ awareness of scalp, their personalized shampoo use patterns and differences in such perception according to objective scalp diagnosis and subjective self-esteem after the use of personalized shampoo. The study results confirmed changes in the use of personalized shampoo according to analysis of objective information and importance in the understanding of self-efficacy and objective information.