University of Tokyo

Survey Number 1198
Survey Title Fact-finding Survey on Women's Makeup Behavior/Attitudes, 2017
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
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, 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 1,800 women, delineating their state of awareness regarding skincare and makeup and their beauty-related behavior. It also conducts a detailed investigation and analysis of media/ social networking services (SNS) usage, lifestyle thinking, and clothing/beauty consciousness, and the situation regarding cosmetic purchases and purchase channels, etc.
Data Type quantitative research
quantitative research: micro data
Universe Women aged 15 to 74 residing in the Greater Tokyo Area (Saitama/Chiba/Tokyo/Kanagawa prefectures)
*Excluding junior high school students
Unit of Observation Individual
Sample Size 1,800 people
(150 people in each age group: 15–19 years old, 20–24 years old, 25–29 years old, 30–34 years old, 35–39 years old, 40–44 years old, 45–49 years old, 50–54 years old, 55–59 years old, 60–64 years old, 65–69 years old, 70–74 years old)
Date of Collection 2017/06/05 – 06/07
Time Period
Spatial Unit The Greater Tokyo Area (Saitama/Chiba/Tokyo/Kanagawa prefectures)
*All are places of residence
Sampling Procedure Of the survey company's survey access panel (about 1,941,000 people), 34,432 people were asked to complete a survey by email. Of the 2,301 respondents, 1,800 were randomly selected for the survey.
Mode of Data Collection Internet survey
Investigator POLA Research Institute of Beauty & Culture
Sponsors (Funds)
Related Publications (by the Investigator) Please refer to the abstract in Japanese.
Related Publications (based on Secondary Analysis) List of related publications (based on Secondary Analysis)
Documentation Questionnaire
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
- Reference information source when purchasing skincare cosmetics

(2) Awareness of and behavior concerning makeup
- Importance of base makeup, Importance of point makeup
- Frequency of applying makeup
- Time taken to apply make up in the morning
- Currently used makeup items, frequency of use
- Monthly amount spent on cosmetic items (general makeup, base makeup, point makeup)
- Situation concerning adoption of trending makeup practices
- Reference information source when purchasing makeup

(3) Makeup purchase channels
- Skincare cosmetics purchase channel
- Makeup purchase channel
- Amount of investment in beauty care

(4) Use of media and SNS
- Indispensable media (TV, radio, newspapers, etc.)
- SNS the respondent uses (LINE, Twitter, Facebook, etc.)
- SNS usage frequency
- Average SNS use time
- How the respondent uses SNS (mainly to post or browse)
- Purpose of use of SNS

(5) Views on daily life
- Views on daily life and behavior
- Views on shopping and money

(6) Awareness about clothes
- Thinking and behavior regarding clothes
- Things respondent keeps in mind when choosing clothes
- Reference information source when purchasing clothes
- Awareness when purchasing clothes
- Clothes purchase channel

(7) Awareness about beauty
- Thoughts on makeup and beauty in general
- Level of interest in skincare, makeup, and clothing
- Attitude when purchasing skincare cosmetics that respondent has never used before, attitude when purchasing makeup that respondent has never used before

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

Topics in SSJDA Society/Culture
Version 2019/05/13 :
Notes for Users