Effects of Cosmetic Consumption Needs on Lip Product Purchase Behavior Among Women in Their 20s and 30s

This study aims to examine how cosmetic consumption needs influence lip product purchasing behavior among women in their 20s and 30s, with the goal of providing meaningful insights for color cosmetics companies in product planning, marketing strategy, and trend analysis. A survey was conducted with 279 female respondents, and the results revealed that purchasing behavior is significantly affected by various types of consumption needs. First, analysis of demographic characteristics showed that the largest portion of respondents were aged 30–34, held a four-year university degree, were students, and had a monthly income under 1 million KRW. Second, cross-tabulation by age group showed significant differences in lip product purchasing behavior, such as preferred product types and purchase channels. Third, correlation analysis indicated that brand identification, social conformity, and eco-friendly needs were significantly associated with all sub-factors of purchasing behavior, while aesthetic needs showed strong correlations with sustainable and pleasure-oriented behaviors. Finally, multiple regression analysis revealed that social conformity needs had the strongest positive influence on purchasing behavior, followed by brand identification and aesthetic needs. These findings suggest that lip products serve not only as cosmetic items but also as tools for self-expression, aligning with the recent “self-digging” trend. This study highlights the importance of developing marketing strategies that reflect personal identity, such as personal color analysis and lifestyle-based campaigns, and offers practical implications for targeting young female consumers in the color cosmetics market.