Follow us twitter facebook
Edition: Global
Click here to subscribe toour free weekly newsletter click here
Markets & trends

Kanebo decodes makeup habits of Millennial women

In a recent survey, Kanebo investigated how differences in social status, lifestyles, and cultural and living environments in specific countries and regions influence the makeup habits and attitudes of Millennial women. The survey focused on women aged between18 and 34 in six Asian big cities (Tokyo, Beijing, Shanghai, Taipei, Bangkok, Seoul) and New York.

The Japanese cosmetics maker tried to connect differences in lifestyles and environment with the differences in makeup habits among women in big Asian cities and in New York. “With the emergence of the internet and social media, women all over the world have instant access to the same kinds of information. In spite of this ubiquity of information, there are still great differences in the ways women from different regions and countries use makeup,” explains the Tokyo-based company.

Tokyo and Seoul

According to Kanebo, Japan and Korea are prominent examples. While sharing many features as geographic neighbours and a strong global influence in cosmetics, their ways of using makeup are very different.

At work, for instance, women in Tokyo and Seoul tend to think of makeup as a duty rather than a matter of choice. Women from both cities spend more time on makeup than women from other cities, but they enjoy the experience less. In Tokyo, makeup is synonymous with social etiquette (a tool for blending smoothly into the group), while in Seoul it is seen as a way to conceal blemishes (a tool for winning out in a competitive social environment).

Makeup and work

As far as makeup at work is concerned, Kanebo’s survey shows that dress codes are clearest in Beijing, Bangkok, and New York. In all three cities there are clear prescriptions on the use of makeup in the workplace. However, if companies in Seoul and Tokyo do not formulate specific dress codes it is also because women in these cities usually pay careful attention to their business outfits.

However, the survey also found that women take pleasure in makeup in cities where dress codes are important. When dress codes are stricter, makeup at work also tends to be more strongly linked to self-confidence and a sense of professionalism.

Big occasions

According to the survey, it is in Bangkok and Beijing that women make the most effort with their makeup when “going to work,” while women in Seoul do so when going out “on a date.” Compared with other cities, women in Tokyo make the most effort with their makeup when “going out with female friends.” Furthermore, it is in Seoul that women spend the most time on makeup and use the largest number of items.

Women in Seoul clearly place great importance on personal growth and career advancement. In contrast, Tokyo women are only interested in career advancement when no trade-offs are required in their private lives. Women in New York believe in a work-life balance. Women in Bangkok are concerned mainly about earning a high income and tend to have highly positive attitudes towards work. Women in Taipei seek a sense of achievement and satisfaction in their work but are far less concerned about income than their peers in Bangkok,” concludes Kanebo.

Vincent Gallon

Portfolio

© 2017 - Premium Beauty News - www.premiumbeautynews.com
latest news
Focus

Luxe Pack Monaco 2018 unveils its programme

The next edition of Luxe Pack Monaco will be held from Monday, October 1st to Wednesday, October 3rd, 2018 with four main issues toping the bill: sustainable development, personalization, digital and naturality: Sustainable development and all the industrials’ initiatives, concrete, significant, which the brands will be able to avail (...)

read more
job opportunities
Experts’ views
Gesturecare. Shape up your natural beauty.

Lipotec - Lubrizol
Gesturecare. Shape up your natural beauty.

Gyms and personal trainers specialized in facial exercises are becoming more common today, and many celebrities have become great defenders of this new movement. Those who practice it ensure that a healthier complexion and beautiful glow can be achieved in just a few short days and that in a matter of few months the results become (...)

read more

Features

We use cookies to give you a better browsing experience. By continuing your visit to this site, you accept the use of cookies. Read more and set cookies
close