University of Tokyo

Abstract
Survey Number 0668
Survey Title Fact-finding Survey on Women's Makeup Behavior/Attitudes (Makeup Volume), 2008
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
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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 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 makeup volume of the 2008 survey.

The makeup volume continues from the previous year’s survey in gathering information from 1,500 women on the state of their makeup practices, their value systems regarding cosmetics, and their reasons for applying makeup, and it adds new questions about positive feelings regarding applying makeup. It also uses survey data from 1991 to analyze and report on changes to the additional time required for makeup.

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/the act of using makeup, separated into “overall base makeup (foundation, makeup base, and other base makeup in general)” and “overall point makeup (lipstick, eye makeup, blush, and other point makeup in general).”
[Functional value] Value determined from the attributes and phenomena of the cosmetics themselves
(e.g., good ingredients, safe to use, 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 1,500 women aged 15 to 64 years living in the Greater Tokyo Area
Unit of Observation Individual
Sample Size 1,500 people
Date of Collection 2008/08/01
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 2008” [Fact-finding survey on women’s cosmetic behavior and attitudes, makeup volume, 2008], February 13, 2009 (in Japanese)
- “Oshare ishiki kara miru gendai josei” [Contemporary women as seen through attitudes to style], February 13, 2009
- “Josei no biyō kōdō e no ishiki to jōkyō” [Attitudes to and state of women’s beauty behavior], February 13, 2009 (in Japanese)
- “Gendai josei no mēku shoyō jikan” [The time that contemporary women require for makeup], March 16, 2009 (in Japanese)
- “Josei ga mēku o okonau basho” [Places where women apply makeup], March 16, 2009 (in Japanese)
- “2008-nen chōsa repōto daijesuto” [2008 digest of survey reports], April 24, 2009 (in Japanese)
- Press release “Josei wa naze mēku o suru no ka: 24-sai ika no wakai nendai to, 25-sai ijō de wa kotonaru riyū” [Why women apply makeup: Different reasons between the younger generation aged 24 years or below and those aged 25 and above], March 17, 2009 (in Japanese)
- “@ risāchi: Mēku jikan ga nagaku natta josei-tachi” [@research: Women whose makeup time has lengthened], Keshō Bunka PLUS, vol. 2, 2009, POLA Research Institute of Beauty & Culture (paper medium publication) (in Japanese)
- “Mēku jikan ga nagaku natta gendai josei” [Contemporary women whose makeup time has lengthened], Makie, no. 29, 2009, 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]:
- Age/place of residence/marital status/presence of children, children’s years in school, state of cohabitation/industry/occupation/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)
- Makeup experience
- Age when respondent started using makeup on regular basis
- Reasons for applying makeup on regular basis/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)
- Freshening items respondent currently uses
- Number of times respondent freshens makeup each day
- Makeup cosmetic items respondent currently uses that respondent considers important/tem considered most important
- Overall functional value actually felt for makeup (by base makeup/point makeup) (39 items, such as “highly safe”)
- Overall emotional image actually felt for makeup (by base makeup/point makeup) (20 items, such as “familiar”)
- Overall emotional value actually felt for makeup (by base makeup /point makeup) (20 items, such as “can feel confident”)
- Overall level of satisfaction for makeup (by base makeup/point makeup)
- Level of satisfaction with makeup in general
- Amount invested per month in makeup cosmetics respondent currently uses/sense of fulfillment from them
- Purchasing pathways for makeup items respondent currently uses/most used purchasing pathway (21 items, such as “cosmetics counter at a department store”)
- Number of makeup items respondent owns/number of brands respondent owns/number of items respondent currently uses
- Positive feelings concerning makeup
- Attitudes to applying makeup
- Makeup environment
- Items used by makeup level
- Makeup level by scene
- Usage time from waking up to leaving the house/attitude to usage time
- Time required for first makeup of the day (excluding skincare time)/level of fulfillment with that/intentions in future
- Frequency of everyday makeup (by first makeup of the day/additional makeup/freshening up)
- Locations for everyday makeup (by first makeup of the day/additional makeup/freshening up)
- Locations where respondent applies first makeup of the day/most used location
- Items used by location where respondent applies first makeup of the day
- Locations where respondent applies additional makeup/most used location
- Items used by location where respondent applies additional makeup
- Locations where respondent freshens makeup/most used location
- Items used by location where respondent freshens makeup
- Skincare experience
- Age when respondent started skincare
- Skincare cosmetic items respondent currently uses
- Usage time for skincare in morning and evening/level of fulfillment with that/intentions in future
- Value system for makeup (64 items, such as “I like applying makeup”)
- Experience of beauty behaviors (26 items, such as “hair coloring”)/frequency/intentions for future practice
- Experience of beauty clinic treatments (13 items)/intentions for future practice
- 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