A Study on the Effect of Attitudes toward Using Color Cosmetics on Appearance Perception: A Medium of Appearance Satisfaction

Purpose: This study aims to understand the attitude toward using color cosmetics to find their effects on appearance perception and the attendant mediating relation with appearance satisfaction.Methods: A one-month survey of women in their 20s and 50s residing in Seoul and the surrounding metropolitan area and using color cosmetics was conducted in August 2024; the final 307 responses were analyzed using SPSS Version 26.0 by frequency analysis, χ2 test, one-way ANOVA, and t-test verification.Results: The attitude toward using color cosmetics has a significant effect on appearance recognition, but a closer relation was confirmed when appearance satisfaction was high. Results show that appearance recognition becomes more important with increasing age—the older you get, the more interested you are in your appearance.Conclusion: In this study, the use of color cosmetics to engender appearance satisfaction increases as appearance recognition is important with increasing age. These results are considered to require a specialized composition of color cosmetics that can generate appearance satisfaction among both young and older women, and the need for detailed product planning directions, marketing strategies, and follow-up research should continue.