Asian J Beauty Cosmetol. 2012; 10(2): 327-335.

A Study on the Behavior of Cosmeceuticals of Women Students Focusing on the Major and Skin Trouble

In recent years, rise in income has led to more interest toward maintaining a healthier lifestyle and appearance including well-being and anti-aging, giving rapid rise in the consumption of cosmeceuticals. This paper aims to, in line with the social changes of today, present a new direction in the cosmeceuticals marketing strategy, based on meticulous studies of the purchasing pattern (behavior and attitude) of cosmeceuticals of women students in provincial universities. Most women students know about the cosmeceuticals and they aquires information by the advertisement on TV, Internet. Most students has used cosmeceuticals during 2 years and bought it in the cosmetics shop and think proper price would be 30,000-50,000 won. Whether they major in cosmeceuticals affects their usage behavoir, especially acknowledge, price, period of use, etc. This results will be very useful for the marketing strategy of the cosmeceuticals company.

Keywords : Cosmeceuticals , Usage Behavior and Attitudes, College women