University of Tokyo

Survey Number 1194
Survey Title Fact-finding Survey on Women's Makeup Behavior/Attitudes, 2013
Depositor POLA Research Institute of Beauty & Culture
(Former Name:POLA Research Institute of Beauty & Culture)
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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 state of awareness regarding skincare and makeup and their beauty-related behavior. It also conducts a detailed investigation and analysis of the awareness of “beautiful skin” and the situation regarding cosmetic purchases and purchase channels, etc.
Data Type quantitative research
quantitative research: micro data
Universe Women aged 15 to 64 residing 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 2013/05/22 – 05/30
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)
Related Publications (based on Secondary Analysis) List of related publications (based on Secondary Analysis)
Documentation POLA Research Institute of Beauty & Culture survey reports (published on the institute’s website, among other places)

Please refer to the abstract in Japanese.
Major Survey Items (1) Awareness of and behavior concerning skincare
- Importance of skincare
- Frequency of doing skincare
- Frequency of use of skincare items in the morning/at night
- Monthly amount spent on skincare cosmetics
- Reason for doing skincare
- Actual feeling regarding effect of skincare
- Satisfaction with skincare
- Stance regarding skincare

(2) Awareness of and behavior concerning makeup
- Importance of base makeup, Importance of point makeup
- Frequency of applying makeup
- Currently used makeup items, frequency of use
- Monthly amount spent on cosmetic items (makeup/base makeup/point makeup)
- Situation concerning adoption of trending makeup practices

(3) Makeup purchase channels
- Skincare cosmetics purchase channel
- Makeup cosmetic purchase channel

(4) Regarding beautiful skin
- Judgment criteria regarding beautiful skin
- Proportion of women that, respondent thinks, has beautiful skin
- Whether respondent thinks she has beautiful skin
- Parts of respondent’s skin that are/are not beautiful
- Level of desire for beautiful skin, reasons

(5) Face items
- Age, place of residence
- Marital status, presence of children
- Industry, occupation
- Annual household income, annual individual income
- Amount of pocket money
Date of Release
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Topics in SSJDA Society/Culture
Version 2018/10/16 :
Notes for Users