Effects of External Image Awareness and Beauty Care Behavior on Life Satisfaction among Active Seniors

Purpose: This study explores how Korean older adults’ external appearance perception and beauty care behaviors influence their life satisfaction, providing foundational data for customized beauty services and relevant policy development.Methods: A total of 300 active seniors aged 50 years and above living in Seoul, Gyeonggi, Incheon, and Daejeon were included in the survey. The questionnaire included participants’ demographics, appearance perception (interest and satisfaction), beauty care behaviors (makeup, hair, skincare, semi-permanent procedures), and life satisfaction. Data were analyzed using frequency analysis, <i>t</i>-tests, ANOVA, correlation, and multiple regression.Results: Women, younger groups, the highly educated, employed individuals, and those with higher incomes were more interested in appearance. Appearance interest significantly affected their makeup application frequency, hair care focus, and experiences with skincare and semipermanent procedures. Both interest in and satisfaction with appearance positively influenced life satisfaction. Self-perception related to appearance emerged as a key factor. Among beauty care types, the satisfaction level was highest with hair care, followed by skincare, makeup, and semipermanent procedures. Furthermore, life satisfaction was higher among participants who engaged more frequently in beauty behaviors.Conclusion: Active seniors’ appearance perception and beauty care behaviors contribute to not only aesthetic improvement but also psychological and social well-being. Therefore, beauty-related needs among older adults should be addressed. The findings of this study may serve as a basis for developing age-friendly beauty services and policy support.