University of Tokyo

Abstract
Survey Number 0665
Survey Title Fact-finding Survey on Women's Makeup Behavior/Attitudes (Skincare Volume), 2007
Depositor POLA Research Institute of Beauty & Culture
Restriction of Use For detailed information, please refer to 'For Data Users' at SSJDA website.

- Apply to SSJDA. SSJDA's approval required.
Educational Purpose Available for both research and instructional purposes.
Period of Data Use Permission One year
Access to Datasets Download
Nesstar Not available
Summary The POLA Research Institute of Beauty & Culture was established in 1976 to engage in research into beauty and, in particular, multifaceted investigations into “cosmetic culture” through the lenses of humanities and the social sciences. The Institute conducts research into the lifestyles and makeup-related attitudes/behavior of contemporary women and makes the reports of such research publicly available through the POLA Cosmetic Culture Information Center and its website.

This survey is a fixed-point survey on cosmetics that began this year (2007). It is positioned as a fundamental survey for the POLA Research Institute of Beauty & Culture and is composed around questions on women’s basic skincare attitudes/behavior. The survey investigates the skincare items used, skincare frequency, and the value that respondents expect/actually feel, among other items.

Specifically, this survey defines “effect value,” “functional value,” “emotional image,” and “emotional value” as values presented by skincare (see below) and gathers information about the expectations of value that women have and the value that they actually feel they gain from cosmetics and the act of using makeup, separated into “skincare” and “skincare items that respondent is currently using.”
[Effect value] Value relating to skincare’s characteristics and its unique effects and efficacy for skin
(e.g., moisturizes, removes dirt, etc.)

[Functional value] Value determined from the attributes and phenomena of the product itself
(e.g., good ingredients, safe to use, easy to use, etc.)
[Emotional images] Respondent’s subjective image of the product
(e.g., suits respondent, respondent will not tire of it, etc.)
[Emotional value] Changes in feelings and mood due to the use of the product and application of cosmetics
(e.g., can feel confident, is refreshing, become more cheerful, etc.)
Data Type quantitative research
quantitative research: micro data
Universe 1,000 women aged 15 to 64 years living in the Greater Tokyo Area
Unit of Observation Individual
Sample Size 1,000 people
Date of Collection 2007/04/01
Time Period
Spatial Unit The Greater Tokyo Area (Saitama/Chiba/Tokyo/Kanagawa prefectures
Sampling Procedure Internet survey
*Divided into 5-year segments with 100 people in each segment
*Excludes junior high school students
Mode of Data Collection Internet survey
Investigator POLA Research Institute of Beauty & Culture
DOI
Sponsors (Funds)
Related Publications (by the Investigator) POLA Research Institute of Beauty & Culture survey reports and press releases (published on the institute’s website, among other places)
- “Josei no keshō kōdō/ishiki ni kansuru jittai chōsa sukinkea hen 2007” [Fact-finding survey on women’s cosmetic behavior and attitudes, skincare volume, 2007], November 15, 2007 (in Japanese)
- “Nendaibetsu ni miru keshō aitemu hatsu-shiyō jōkyō” [First usage of cosmetics items by age group], March 3, 2008 (in Japanese)
- “2007-nen chōsa repōto daijesuto” [2007 digest of survey reports], May 1, 2008 (in Japanese)
- Press release “Mēku kaishi jiki no jakunenrei-ka no kizashi” [Signs of decreasing age for start of makeup use], February 29, 2008 (in Japanese)
Related Publications (based on Secondary Analysis) List of related publications (based on Secondary Analysis)
Documentation [Questionnaire]
Major Survey Items Face items:
- Age/place of residence/marital status/presence of children/occupation, student

Questionnaire items:
- Things that respondent considers important (fashion-related/dining-related/home-related/leisure-related/intelligence-related: 18 items) + (exercise-related/beauty-related/communications-related/other: 18 items)
- Skincare experience
- Overall effect value expected for skincare (27 items, such as “moisturizes”)
- Overall emotional value expected for skincare (20 items, such as “can feel confident”)
- Frequency of use (morning, evening) of skincare cosmetic items respondent currently uses (makeup removers, facial cleansers, massage creams, face masks, face lotions, beauty serums, milky lotions, creams, other)
- Overall effect value actually felt for skincare (27 items, such as “moisturizes”)
- Overall emotional value actually felt for skincare (20 items, such as “can feel confident”)
- Overall level of satisfaction for skincare
- Product effects actually felt for skincare items respondent currently uses (14 items, such as “moisturizes,” + 14 items, such as “resolves roughness/stiffness”)
- Product functions actually felt for skincare items respondent currently uses (20 items, such as “highly safe,” + 20 items, such as “reasonably priced”)
- Product emotional images actually felt for skincare items respondent currently uses (20 items, such as “familiar”)
- Product emotional value actually felt for skincare items respondent currently uses (20 items, such as “can feel confident”)
- Level of satisfaction with skincare cosmetic items
- Amount invested per month in skincare cosmetics, sense of fulfillment from them
- Purchase amount for skincare cosmetic items/sense of fulfillment with the money invested in skincare cosmetics
- Purchasing pathways for skincare cosmetic items (20 items, such as “cosmetics counter at a department store”)
- Reference information when purchasing skincare items (20 items, such as “television commercials,” + 19 items, such as “manufacturer catalogs and pamphlets”)
- Counseling when purchasing skincare cosmetics
- (At purchase) Expected product effects of skincare items respondent currently uses (14 items, such as “moisturizes,” + 14 items, such as “resolves roughness and stiffness”)
- (At purchase) Expected product function value (attraction) of skincare items respondent currently uses (20 items, such as “highly safe,” + 20 items, such as “reasonably priced”)
- (At purchase) Expected product emotional images (attraction) of skincare items respondent currently uses (20 items, such as “familiar”)
- (At purchase) Expected product emotional value of skincare items respondent currently uses (20 items, such as “can feel confident”)
- Insistence on particular brands of skincare cosmetic items
- Time of the first use of skincare cosmetic items
- Trigger for first use of skincare items (20 items, such as “television commercials,” + 19 items, such as “manufacturer catalogs and pamphlets”)
- Insistence on particular brands for overall skincare
- Makeup experience
- Makeup cosmetic items respondent currently uses
- Age respondent feels/age respondent wants to appear/age when respondent thinks she was/will be most beautiful
- Annual household income/annual personal income/pocket money per month
Date of Release 2009/11/24
Topics in CESSDA Click here for details

Topics in SSJDA Society/Culture
Version 2009/11/24 :
Notes for Users