The purpose of this study was to examine women"s awareness and state of face cleansing, satisfaction level and purchase behavior of
face-cleansing cosmetics in an effort to provide some information on how to make one"s skin stay healthy and clean and on marketing for cosmetics. The subjects in this study were 616 female residents in Seoul and Busan who were in their 10s through 50s. After a survey was conducted, the collected data were analyzed by the statistical package SPSS WIN 18.0, and x<SUP>2</SUP>(Chi-square) test and frequency analysis were carried out. The major findings of the study were as follows:
First, as a result of analyzing the women"s awareness of cleansing, many(59.6%) thought cleansing had extra effects on the improvement of the skin other than making the skin clean. 66.1 percent had a preference for bubbly cleansing products, because they thought a lot of foam would be more effective at washing away makeup and bodily wastes. Regarding the effects of cleansing products, the largest group(39.3%) considered foam cleansing products effective, followed by cleansing oil(34.4%).
Second, concerning the state of facial cleansing and satisfaction level, 76.1 percent washed their face differently in the morning and evening. The biggest group(35.7%) washed their face with foam cleansing only in the morning, and the second largest group(48.2%) did double cleansing in the evening. As for water temperature, the greatest group(80%) used lukewarm water, and the biggest group(74.8%) finished washing their face with cold water. As a result of asking whether they used cleansing products suitable for their skin type or not, the largest group (54.9%) replied they had no idea. One noteworthy finding was that 60.8 percent of the teens used the same cleansing products with their families together.
Third, as for the purchasing behavior of the women, the greatest group (31.3%) bought cleansing products mainly at one-brand shops. Regarding the reason, many of them answered it"s convenient to do. Many(28.1%) acquired information on cleansing products from their families or friends. As to shopping orientation for cleansing products, the largest group (60.7%) purchased new products from time to time. When they purchased cleansing products, many(25.0%) gave priority to cleansing effects.
The findings of the study showed that not many of the women used facial cleansing products suitable for their own skin type. Women should have the right understanding of cleansing to make the right choice of cleansing products in accordance with their own skin type and makeup state, and companies should make a sustained effort to boost their marketing efforts to inform the necessity of diverse cleansing products and to develop quality