University of Tokyo

Survey Number 1195
Survey Title Fact-finding Survey on Women's Makeup Behavior/Attitudes, 2014
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 SSJDA Data Analysis (online data analysis & metadata browsing system) is available for this data.
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.

Continuing from the previous year's survey, this survey targeted a total of 1,500 women and involved a detailed investigation and analysis of cosmetics purchase channels and purchase status to understand the status and consciousness among women regarding skin care and makeup, beauty behavior, etc., as well as their awareness of their face, and cosmetics purchase channels and purchase status.

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 how women feel about their faces 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 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)
Date of Collection 2014-05-21 ~ 2014-05-29
2014/05/21 – 05/29
Time Period 2014 ~ 2014
Spatial Unit saitama
The Greater Tokyo Area (Saitama/Chiba/Tokyo/Kanagawa prefectures)
*All are places of residence
Sampling Procedure
Mode of Data Collection Self-administered questionnaire: Web-based (CAWI)
Internet survey
Investigator POLA Research Institute of Beauty & Culture
DOI 10.34500/SSJDA.1195
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)
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

(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
- Situation concerning adoption of trending makeup practices

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

(4) Regarding respondent’s face
- Respondent’s satisfaction with her own face
- Respondent’s favorite parts of her own face
- Parts of her face respondent dislikes
- Important parts of the face when applying makeup
- Respondent’s impression of her face
- The impression of her face respondent wants to create with makeup

(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 2019/02/01
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 : 2019-02-01
Notes for Users