The Impact of Men’s Appearance Perception on Eyebrow Semi-permanent Makeup Service Preference, Intention to Use the Service, and Psychological Well-being

This study analyzes the impact of adult men’s appearance perception on eyebrow semi-permanent makeup service preference and psychological well-being. It also examines how the sub-factors of appearance perception, including ‘appearance social orientation’, ‘appearance management behavior’, and ‘appearance interest’, influence service experience and intention to use the service. A survey was conducted with 328 adult men aged 20 to 59. The results showed significant differences in semi-permanent makeup service experience across age groups. As appearance perception increased, service preference and psychological well-being also increased. Additionally, as appearance perception grew, intention to use the service also rose. Among the sub-factors of appearance perception, ‘appearance management behavior’ had the most significant impact, followed by ‘appearance social orientation’ and ‘appearance interest’. The study provides the following implications: first, a differentiated marketing strategy reflecting age group characteristics is needed. Second, it is necessary to emphasize the importance of appearance perception and develop various campaigns to effectively communicate the benefits of semi-permanent makeup. Third, customized marketing strategies based on the sub-factors of appearance perception should be developed to promote men’s appearance management behavior and intention to use the service. This study systematically analyzes the relationship between men’s appearance perception and semi-permanent makeup service, providing a foundation for effective marketing strategies in the beauty service industry. It is expected to play an important role in the future development of the beauty service industry.