The Effects of Self-Expression on Makeup Behavior and Cosmetics Product Purchasing Behavior among Individuals with Personal Color Diagnosis Experience

This study aims to empirically examine the effects of self-expression on makeup behavior and cosmetics product purchasing behavior among women in their 20s and 30s who have experienced personal color diagnosis, and to verify the mediating effect of makeup behavior in this relationship. To achieve this, a survey was conducted with 690 women who had undergone personal color diagnosis, and data were analyzed using SPSS 28.0 through factor analysis, reliability analysis, correlation analysis, regression analysis, and mediation analysis. The results indicated that self-expression had a significant positive effect on makeup behavior, and makeup behavior, in turn, had a significant positive effect on cosmetics product purchasing behavior. In addition, self-expression was found to have a direct effect on cosmetics product purchasing behavior. Mediation analysis revealed that, among the sub-factors of makeup behavior, perception of change partially mediated the relationship between self-expression and cosmetics product purchasing behavior. These findings provide empirical evidence for the structural pathway linking psychological traits, behavioral practices, and consumption following personal color diagnosis, and offer theoretical contributions as well as practical implications for developing personalized marketing strategies and consumer segmentation based on personal color.