University of Tokyo

Survey Number 0667
Survey Title Fact-finding Survey on Women's Makeup Behavior/Attitudes (Skincare Volume), 2008
Depositor POLA Research Institute of Beauty & Culture
(Former Name: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
SSJDA Data Analysis Not available
Summary The POLA Research of Beauty & Culture Institute 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. Continuing from 2007, skincare and makeup were investigated separately again in 2008, and the survey stored here is the skincare volume of the 2008 survey.

The skincare volume continues from the previous year’s survey in gathering information from 1,000 women on the state of their skincare practices and their value systems regarding cosmetics. Skin aging is a major topic here, and, for detailed analysis, this volume inquires about beauty techniques for facial skin for anti-aging purposes, separate from skincare using cosmetics.

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 for and attractions of value that women have and the value that they actually feel they gain from cosmetics and the act of using makeup. It also inquires about the state of satisfaction with “effect value” and “functional value.”

[Effect value] Value centered on skincare’s effects and efficacy for skin
(value obtained by performing skincare)
(e.g., moisturizes, removes dirt, etc.)
[Functional value] Value determined from the attributes and phenomena of the cosmetics themselves
(e.g., has good ingredients, safety, is easy to use, etc.)
[Emotional images] Respondent’s subjective image of the cosmetics
(e.g., suits respondent, respondent will not tire of it, etc.)
[Emotional value] Changes in feelings and mood due to the use and application of the 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 2008-03-01 ~ 2008-03-01
Time Period 2008 ~ 2008
Spatial Unit saitama
The Greater Tokyo Area (Saitama/Chiba/Tokyo/Kanagawa prefectures)
Sampling Procedure Non-probability: Quota
Internet survey *Divided into 5-year segments with 100 people in each segment *Excludes junior high school students
Mode of Data Collection Self-administered questionnaire: Web-based (CAWI)
Internet survey
Investigator POLA Research Institute of Beauty & Culture
DOI 10.34500/SSJDA.0667
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 2008” [Fact-finding survey on women’s cosmetic behavior and attitudes, skincare volume, 2008], November 4, 2008 (in Japanese)
- “Hada no rōka ni kansuru ishiki to anchieijingu” [Attitudes to skin aging and anti-aging], November 4, 2008 (in Japanese)
- “2008-nen chōsa repōto daijesuto” [2008 digest of survey reports], April 24, 2009 (in Japanese)
- Press release “‘Ima no hada wa nenrei yori mo wakai. Shōrai no hada mo wakaku aritai.’ Nenrei o kasaneta gendai josei wa hada no wakasa o akiramenai” [‘My current skin is younger than my age. I want my skin to be younger in the future as well.’ Contemporary women who have aged will not give up on the youth of their skin], November 6, 2008
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, children’s years in school, state of cohabitation/ respondent’s and family’s industry/occupation, student/proportion of women in everyday life

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)
- Consciousness of “anti-aging”
- Skincare experience
- Overall effect value expected for skincare (27 items, such as “moisturizes”)
- Overall functional value attraction for skincare (39 items, such as “highly safe”)
- Overall emotional image attraction for skincare (20 items, such as “familiar”)
- 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/sheet masks/face masks (other than sheet masks)/face lotions, beauty serums/milky lotions/creams/sunscreens, anti-UV creams/other)
- Skincare cosmetic items respondent current uses that respondent considers important/item considered most important
- Overall effect value actually felt for skincare (27 items, such as “moisturizes”)
- Overall functional value actually felt for skincare (39 items, such as “highly safe”)
- Overall emotional image actually felt for skincare (20 items, such as “familiar”)
- Overall emotional value actually felt for skincare (20 items, such as “can feel confident”)
- State of satisfaction with effect value for skincare acts (26 items, such as “moisturizes”)
- State of satisfaction with functional value for skincare cosmetics (38 items, such as “highly safe”)
- Overall level of satisfaction for skincare

- Amount invested per month in skincare cosmetics/sense of fulfillment from them
- Purchase amount for skincare cosmetic items/sense of fulfillment from them
- Intended purchase amount for skincare cosmetic items/sense of fulfillment from them
- Purchasing pathways for skincare cosmetics/most used purchasing pathway (21 items, such as “cosmetics counter at a department store”)
- Reference information when purchasing skincare cosmetics/most used reference information (38 items, such as “television commercials”)
- Purchasing pathways for skincare cosmetic items respondent currently uses

- Experience and number of occasions of “intensive care” in past year/number of days of “intensive care”
- Insistence on particular brands of skincare cosmetics
- Age respondent feels/age respondent wants to appear/age when respondent thinks she was/will be most beautiful/general age when respondent thinks women are most beautiful

- Current facial skin age
- Desired skin age in five/ten years thanks to skincare
- Actual feeling of skin aging/age that respondent felt/will feel it
- Skin aging phenomena respondent has actually felt/phenomenon respondent has actually felt most
- Degree of feeling skin aging (now, compared to one/three/five years ago)
- Skin aging phenomena respondent is concerned about for the future/phenomenon respondent is most concerned about
- Level of anxiety about future skin aging
- Awareness of “anti-aging”
- Interest in “anti-aging”/age when respondent became interested in it
- Overall effect value expected for skincare aimed at “anti-aging” (27 items, such as “moisturizes”)
- Overall functional value expected for skincare aimed at “anti-aging” (39 items, such as “highly safe”)
- Experience of skincare aimed at “anti-aging,” age when respondent underwent/will undergo it
- Intentions for skincare aimed at “anti-aging”
- Skincare cosmetic items aimed at “anti-aging” (experience of use/current use/intentions for future use)
- Purchase amount for skincare cosmetic items aimed at “anti-aging” that respondent currently uses/intended purchase amount in the future
- Beauty techniques aimed at “anti-aging” (12 items) (experience of use/current practice/intentions for future practice)

- Makeup experience
- Makeup cosmetic items respondent currently uses
- Annual household income/annual personal income/pocket money per month
Date of Release 2009/12/01
Topics in CESSDA Click here for details

Consumption and consumer behaviour
General health and well-being
Gender and gender roles
Social behaviour and attitudes
Topics in SSJDA Society/Culture
Version 1 : 2009-12-01
Notes for Users