University of Tokyo

Abstract
Survey Number 0666
Survey Title Fact-finding Survey on Women's Makeup Behavior/Attitudes (Makeup Volume), 2007
Depositor POLA Research Institute of Beauty & Culture
Restriction of Use For detailed information, please refer to 'For Data Users' at SSJDA website.

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Educational Purpose Available for both research and instructional purposes.
Period of Data Use Permission One year
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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 is a fixed-point survey on cosmetics that began in 2007. It is positioned as a fundamental survey for the POLA Research Institute of Beauty & Culture. This survey is the makeup volume that was created following the skincare volume and is composed around questions relating to basic makeup behavior/attitudes, which were posed to 1,500 women, regarding the makeup items they use, how often they freshen their makeup or cosmetics, and the values that they expect/actually feel, among other things.

The survey also incorporates actual situation of when respondents first used makeup and actual situation of applying makeup on the train as major topics. The age when people start using cosmetics is reported to be falling, so this survey gathers quantitative information on the situation and also analyzes and reports on applying makeup on the train, which has attracted interest in recent years as a social phenomenon.

Specifically, this survey defines “functional value,” “emotional image,” and “emotional value” as values presented by makeup (see below) and gathers information about the expectations for value (attraction) that women have and the value that they actually feel they gain from cosmetics and the act of using makeup, separated into “base makeup (foundation, makeup base, and other base makeup),” “point makeup (lipstick/eye makeup, blush, and other point makeup),” and “makeup items that respondent is currently using.”
[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 makeup
(e.g., can feel confident, is refreshing, become more cheerful, etc.)
Data Type quantitative research
quantitative research: micro data
Universe 1,500 women aged 15 to 64 years living in the Greater Tokyo Area
Unit of Observation Individual
Sample Size 1,500 people
Date of Collection 2007/08/01
Time Period
Spatial Unit The Greater Tokyo Area (Saitama/Chiba/Tokyo/Kanagawa prefectures)
Sampling Procedure Internet survey
*Divided into 5-year segments with 150 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 mēku hen 2007” [Fact-finding survey on women’s cosmetic behavior and attitudes, makeup 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)
- “Densha no naka de no mēku jōkyō” [The state of makeup on the train], March 3, 2008 (in Japanese)
- “2007-nen chōsa repōto daijesuto” [2007 digest of survey reports], May 1, 2008 (in Japanese)
- “Densha de mēku o shita koto ga aru josei” [Women who have applied makeup on the train], POLA Research Institute website, Survey topics, December 9, 2008 (in Japanese)
- Press release “Densha no naka de no mēku, keikensha mo teikōkan ari” [Makeup on the train, those with experience also feel resistance], February 29, 2008 (in Japanese)
- “Gendai josei ni okeru densha-nai de okonau mēku e no ishiki to jōkyō” [Attitudes to and state of makeup as applied by contemporary women on the train], Makie, no. 28, 2008, POLA Research Institute of Beauty & Culture (paper medium publication) (in Japanese)
- “@ risāchi: Densha no naka de keshō o suru josei” [@research: Women who apply makeup on the train], Keshō Bunka PLUS, vol. 1, 2008, POLA Research Institute of Beauty & Culture (paper medium publication) (in Japanese)
Related Publications (based on Secondary Analysis) List of related publications (based on Secondary Analysis)
Documentation [Questionnaire]
Major Survey Items Face items [preliminary survey]:
- Industries respondent and family are engaged in/gender/age/place of residence/marital status/presence of children, children’s years in school, state of cohabitation/occupation

Questionnaire items:
- Things that respondent considers important (fashion-related/dining-related/home-related/leisure-related/ intelligence-related/exercise-related/beauty-related/communications-related/other) (36 items)
- Age respondent feels/age respondent wants to appear/age when respondent thinks she was/will be most beautiful
- Skincare experience
- Skincare cosmetic items respondent currently uses
- Makeup experience
- Usual reasons for applying makeup/main reason
- Makeup images respondent aspires to/image respondent most aspires to

- Overall functional value attractions for makeup (by base makeup/point makeup) (39 items, such as “highly safe”)
- Overall emotional image attraction for makeup (by base makeup/point makeup) (20 items, such as “familiar”)
- Overall emotional value attraction for makeup (by base makeup/point makeup) (20 items, such as “can feel confident”)

- Frequency of use (excluding freshening up) of makeup items respondent currently uses (15 items, such as under makeup/foundation/eyeshadow/lipstick)
- Makeup cosmetic items respondent current uses that respondent considers important/item considered most important (excluding freshening up)
- Freshening items respondent currently uses

- Overall functional value actually felt for makeup (by base makeup and point makeup) (39 items, such as “highly safe”)
- Overall emotional image actually felt for makeup (by base makeup and point makeup) (20 items, such as “familiar”)
- Overall emotional value actually felt for makeup (by base makeup and point makeup) (20 items, such as “can feel confident”)
- Overall level of satisfaction for makeup (by base makeup and point makeup)
- Overall level of satisfaction with makeup in general

- Functional value actually felt for makeup items respondent currently uses (39 items, such as “highly safe”)
- Emotional images actually felt for makeup items respondent currently uses (20 items, such as “familiar”)
- Emotional value actually felt for makeup items respondent currently uses (20 items, such as “can feel confident”)
- Level of satisfaction for makeup items respondent currently uses

- Amount invested per month in makeup cosmetics respondent currently uses/sense of fulfillment from them
- Purchase amount for makeup items respondent currently uses/sense of fulfillment from them
- Purchasing pathways for makeup items respondent currently uses (20 items, such as “cosmetics counter at a department store”)
- Reference information when purchasing makeup items respondent currently uses (36 items, such as “television commercials”)
- Counseling when purchasing makeup cosmetics respondent currently uses
- Functional value attraction at purchase for makeup cosmetics respondent currently uses (39 items, such as “highly safe”)
- Emotional images actually felt at purchase for makeup cosmetics respondent currently uses (20 items, such as “familiar”)
- Emotional value expected at purchase for makeup cosmetics respondent currently uses (20 items, such as “can feel confident”)
- Insistence on brands of makeup items respondent currently uses

- Sense of resistance to not wearing makeup (when with the following kinds of people (13 items)/by scene (14 items)/in everyday life
- Applying makeup in front of others (excluding freshening up) (frequency/items used)
- Freshening makeup in front of others (frequency/items used)
- Items used when dressing up in front of others
- Resistance to behaviors in front of others (14 items)
- Time respondent started using makeup items every day
- First use of makeup items/trigger for use
- Annual household income/annual personal income/pocket money per month
Date of Release 2009/12/01
Topics in CESSDA Click here for details

Topics in SSJDA Society/Culture
Version 2009/12/01 :
Notes for Users