Influence of Lipstick Purchasing Factors on Lipstick Color Preference by Seasonal Change

The purpose of this study is to analyze the impact of seasonal changes on lipstick purchasing factors and color preferences. To achieve this, a survey was conducted from October 31, 2024, to January 13, 2025, targeting consumers in their 20s to 50s. Based on the collected data, frequency analysis, factor analysis, reliability analysis, one-way ANOVA, and multiple regression analysis were performed using SPSS. The results showed significant differences in lipstick color preferences by season, and the criteria for color selection and purchasing factors varied across age groups. These findings suggest that seasonal changes influence consumers' emotions and color preferences. Therefore, brands are advised to develop differentiated marketing strategies that consider seasonal age characteristics. The results of this study can be used as foundational data for effective product planning and marketing strategies for lipstick brands.