University of Tokyo

Survey Number 1192
Survey Title Fact-finding Survey on Women's Makeup Behavior/Attitudes, 2011
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.

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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 survey, which started in 2007, is a fixed-point survey on makeup and is the POLA Research Institute of Beauty & Culture’s fundamental survey.

In a continuation of the previous year’s survey, this survey targets 1,500 women, delineating their situation regarding awareness of skincare and makeup and their beauty-related behavior. It also conducts a detailed investigation and analysis of skin irritation and countermeasures and cosmetic purchase channels and the state of purchasing, etc.
Data Type quantitative research
quantitative research: micro data
Universe Women aged 15 to 64 years living in the Greater Tokyo Area (Saitama/Chiba/Tokyo/Kanagawa prefectures)
*Excluding junior high school students
Unit of Observation Individual
Sample Size 1,500 people
(150 people in each age group: 15-19, 20-24, 25-29, 30-34, 35-39, 40-44, 45-49, 50-54, 55-59, 60-64)
Date of Collection 2011/05/19 – 05/22
Time Period
Spatial Unit The Greater Tokyo Area (Saitama/Chiba/Tokyo/Kanagawa prefectures)
*All places of residence
Sampling Procedure
Mode of Data Collection Internet survey
Investigator POLA Research Institute of Beauty & Culture
Sponsors (Funds)
Related Publications (by the Investigator) POLA Research Institute of Beauty & Culture survey reports (published on the institute’s website, among other places)

Please refer to the abstract in Japanese.
Related Publications (based on Secondary Analysis) List of related publications (based on Secondary Analysis)
Major Survey Items (1) Awareness of and behavior concerning skincare
- Things of importance in daily life: skincare (and other things)
- Frequency of doing skincare
- Frequency of use of skincare items in the morning/at night
- Skincare items of importance
- Amount of investment/purchase: monthly spending on skincare cosmetics and feeling of sufficiency regarding such, monetary value of skincare items purchased
- Effect value of skincare: expectation and actual experience

(2) Awareness of and behavior concerning makeup
- Level of favorable feelings toward putting on makeup
- Things of importance in everyday life: makeup (and other things)
- Frequency of applying makeup
- Usage of makeup items: items used, frequency of use, items for freshening up
- Makeup items of importance
- Investment/the amount of money spent: the amount of money spent on makeup
cosmetic purchase in a month and a sense of sufficiency, the amount of money spent on makeup item purchase
- Time spent on makeup in the morning

(3) Makeup purchase channels
- Skincare cosmetics purchase channel
- Makeup cosmetic purchase channel
- Level of investment in beauty

(4) Beauty-related behaviors other than skincare and makeup
- Experiences and future intentions

(5) Realization of skin aging and evaluation of skin
- Realization of skin aging
- Skin aging phenomena that respondent is experiencing
- Worries regarding future skin aging
- Future skin aging phenomena that respondent is worried about
- Respondent’s own assessment of skin condition
- Respondent’s own assessment of skin age
- Age respondent wants to be seen as

(6) Awareness and situation regarding aging care
- Interest in aging care for skin
- Intention to engage in aging care for skin
- Actual behavior regarding aging care for skin
- Desired outcomes of aging care for skin
- Beauty care for skin for the purpose of anti-aging
- Things that, respondent thinks, have “anti-aging” effects (other than beauty treatments)
- “Anti-aging” behaviors and interest

(7) Face items
- Age, place of residence
- Marital status, presence of children
- Industry, occupation
- Annual household income, annual personal income
- Amount of pocket money
Date of Release
Topics in CESSDA Click here for details

Topics in SSJDA Society/Culture
Version 2018/10/05 :
Notes for Users