Background: As interest in the appearance of modern women is increasing, the influence of makeup and the demand for cosmetics, a way to express beauty to one’s fullest, is growing. Thus, the purpose of this study is to examine the general characteristics and tendencies of women regarding makeup and cosmetics purchasing behavior according to age.
Objective: This study aims to identify general characteristics and preferences of consumers in terms of makeup and provide basic data on the general characteristics of women’s age and purchasing behavior of cosmetics.
Methods: This study collected data through a survey of 219 women living in Busan and analyzed data using SPSS WIN 21.0.
Results: According to statistical analysis of the data, factors including interest in makeup, everyday makeup, the purpose of makeup, the most concerned area, information on makeup technique, professional training experience, and cleaning products had a positive (+) effect in terms of women’s general characteristics and tendencies for makeup, while shopping trend, shopping location, the reason for selection, considerations for purchasing, used brands, improvements for domestic products had a positive (+) effect in terms of cosmetics purchasing behavior.
Conclusion: Based on the high significance of women’s characteristics and tendencies regarding makeup and purchasing behavior according to age, the prospects for the development of various cosmetics and the increase of consumers’ positive purchase intentions are promising.

Keywords: cosmetics, makeup characteristics, purchasing behavior

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