The Impact of Wellness Value Perception on Cosmetic Selection Attributes: An IPA-Based Study

This study investigates differences in the importance and satisfaction of cosmetic selection attributes between consumers with high and low wellness perception and examines the influence of wellness value components on these attributes. A total of 350 adults aged 20–50 participated in the survey, and data were analyzed using Importance–Performance Analysis (IPA) and multiple regression via SPSS WIN 25.0. Results indicated that both groups rated fundamental and practical attributes—such as overall quality, key functions, skin compatibility, and price—high in both importance and satisfaction. However, qualitative enhancement attributes related to reliability, safety, and sustainability (e.g., exclusion of harmful or non-biodegradable substances, clinical test results) were classified in the “Keep Up the Good Work” quadrant for the high-perception group but in the “Concentrate Here” quadrant for the low-perception group. Convenience-related factors, including purchasing ease and channel accessibility, were located in the “Possible Overkill” quadrant for the high-perception group but in “Keep Up the Good Work” for the low-perception group, indicating perceptual differences. Moreover, physical and environmental wellness were found to significantly and positively influence both importance and satisfaction. These findings suggest that premium, value-focused marketing strategies emphasizing functionality, safety, and sustainability are effective for consumers with high wellness perception, whereas cost-effectiveness, practicality, and convenience should be prioritized for those with low perception, alongside credible assurances of functionality. Furthermore, the concurrent reinforcement of physical factors (e.g., skin health, low irritation, clean beauty) and environmental factors (e.g., vegan, eco-friendly ingredients) is essential, offering strategic insights for resource allocation and brand marketing decisions based on wellness-oriented consumer segmentation.