남성화장에 대한 여성의 세대 간 인식 비교

Abstract

This study attempted to compare women’s intergenerational perceptions of men’s makeup. For this, a descriptive survey was conducted. This study is meaningful in that it provides basic data needed to examine women’s intergenerational perceptions of men’s makeup, develop products according to such social cognition and search for a development direction. The results found the following: Women’s perception of men’s makeup revealed a significant difference by generation. Women in their 20s were most positive about men’s purchase and use of cosmetics such as foundation, cosmeceuticals and color cosmetics. Compared to other generations, those in their 20s found it relatively easy to get information about men’s makeup through K-beauty, male idols, beauty creators, blog market, diverse media marketing and easy access to men’s cosmetics. Therefore, they appear to have a positive view of men’s makeup. Second, regarding both positive and negative perceptions of men’s makeup, a statistically significant difference was found by generation. In terms of positive awareness, which was high in those in their 20s, ‘expressing my look is personal freedom’ was most responded. The world has changed, and people have begun to believe that ‘outer beauty is your competitive edge’. Even so, some people still feel negatively toward men caring for their look. Third, in terms of the time to allow men’s makeup, ‘every day’ was the highest, followed by ‘special occasion’, ‘for a change’ and ‘no makeup’. Regarding wearing makeup ‘every day’, women in their 20s were most positive. In terms of ‘a man can put on makeup when needed’, respondents revealed a positive perception by generation.