Beauty & Cosmetics in South Korea 2021

Topics of the survey

• Beauty profile
• Decorative cosmetics
• Beauty care
• Brands
• Channels
• Inspiration
• Social media
• Beauty routines
• Beauty & technique
• Beauty & COVID-19
• Natural cosmetics
• Characteristics & demographics

• Method: Online survey
• Survey name: GCS Special Beauty & Cosmetics in South Korea
• Region: South Korea
• Number of respondents: 1031
• Age of respondents: 16 years and older
• Type of respondents: female residential online population who use decorative cosmetics or face care products
• Survey time period: 7th June to 15th June 2021

• Age (generations)
• Region – South Korea
• Annual household income – South Korea

Beauty profile

• Which of the following statements about beauty in general do you agree with?
• How satisfied are you with your own appearance?
• Which of the following characteristics apply to your facial skin?
• Which of the following influences stresses/damages your facial skin?
• We would like to know more about your appearance and usual styling. Which of the following applies to you?
• Please imagine that you are going to buy a new foundation. Which of the following colors fits your skin tone best?

• Which of the following statements regarding decorative cosmetics do you agree with?
• What are the three most important beauty products in the area of decorative cosmetics for you personally?
• How often do you use the following face make-up products? / Tinted day creams: BB cream (beauty balm), CC cream (color control)
• How often do you use the following face make-up products? / Makeup, Foundation, Primer
• How often do you use the following face make-up products? / Highlighter, Contouring
• How often do you use the following face make-up products? / Concealer
• How often do you use the following face make-up products? / Rouge, Powder
• What criteria are important to you when buying face make-up?
• How many products in the field of facial make-up do you own?
• What effect would you like to see from using face make-up?
• How much do you spend on face make-up for yourself personally in a year?
• How much do you spend on face make-up for yourself personally in a year?
• How often do you use the following decorative lip care poducts? / Lip gloss/liquid lipstick
• How often do you use the following decorative lip care poducts? / Lipliner
• How often do you use the following decorative lip care poducts? / Lipstick
• How many products in the decorative lip care do you own?
• How much do you personally spend on decorative lip care per year?
• How much do you personally spend on decorative lip care per year?
• How often do you use the following eye make-up products? / Mascara
• How often do you use the following eye make-up products? / Eyebrow pencil, powder, gel
• How often do you use the following eye make-up products? / Eye shadow
• How often do you use the following eye make-up products? / Eyeliner
• How often do you use the following eye make-up products? / Artificial eyelashes
• How many products in the eye-make-up do you own?
• How much do you spend on eye make-up for yourself personally in a year?
• How much do you spend on eye make-up for yourself personally in a year?
• How often do you use the following nail polish products? / Nail polish
• How often do you use the following nail polish products? / Nail polish remover
• What criteria are important to you when buying nail polish?
• How many products in the nail polish range do you own?
• How much do you spend on nail polish for yourself personally in a year?
• How much do you spend on nail polish for yourself personally in a year?

• What are the three most important beauty products for you personally in the area of facial care and cleansing?
• What criteria are important to you when buying facial care and facial cleansing products?
• How often do you use the following face care products? / Lip balm
• How often do you use the following face care products? / Day cream
• How often do you use the following face care products? / Night cream
• How often do you use the following face care products? / Eye cream
• What effect would you like to see from using face care products?
• How many products in the area of facial care do you own?
• How much do you spend on facial care products for yourself personally in a year?
• How much do you spend on facial care products for yourself personally in a year?
• How often do you use the following face cleansing products? / Make-up remover wipes
• How often do you use the following face cleansing products? / Washable make-up remover pads
• How often do you use the following face cleansing products? / Facial toner, toner
• How often do you use the following face cleansing products? / Make-up remover
• How often do you use the following face cleansing products? / Cleansing milk, gel, foam
• How often do you use the following face cleansing products? / Anti-pimple products
• How often do you use the following face cleansing products? / Soap bar
• How many products in the facial cleanser category do you own?
• How much do you spend on facial cleansers for yourself personally in a year?
• How much do you spend on facial cleansers for yourself personally in a year?
• How often do you use masks, scrubs, serums and treatments? / Peeling
• How often do you use masks, scrubs, serums and treatments? / Face serum, ampoules
• How often do you use masks, scrubs, serums and treatments? / Face masks, healing clay
• How many products in the masks, scrubs, serums and cures section do you own?
• How much do you spend a year on masks, scrubs, serums and treatments for yourself personally?
• How much do you spend a year on masks, scrubs, serums and treatments for yourself personally?

• We would like to know how much you like to switch between brands in each product category. Please rate each category: / Face make-up
• We would like to know how much you like to switch between brands in each product category. Please rate each category: / Decorative lip care
• We would like to know how much you like to switch between brands in each product category. Please rate each category: / Eye make-up
• We would like to know how much you like to switch between brands in each product category. Please rate each category: / Nail polish
• We would like to know how much you like to switch between brands in each product category. Please rate each category: / Face care
• We would like to know how much you like to switch between brands in each product category. Please rate each category: / Facial cleanser
• We would like to know how much you like to switch between brands in each product category. Please rate each category: / Masks, peeling, serum and cures
• What are reasons for you to change your usual beauty brand?
• Which of the following facial care brands do you know, at least by name?
• Which of the following facial care brands have you purchased in the last 12 months?
• Which of the following brands in the field of decorative cosmetics do you know, at least by name?
• Which of the following brands in the field of decorative cosmetics have you purchased in the last 12 months?
• Which of the following nail polish brands do you know, at least by name?
• Which of the following brands in nail polish have you bought in the last 12 months?

• Where do you usually buy beauty products?
• Which online suppliers of beauty and care products do you know, at least by name?
• Which online suppliers of beauty and care products have you shopped with in the last 12 months?

• In the last 12 months, where did you become aware of beauty/care products that you later purchased?
• Which beauty/fashion/lifestyle magazines have you read in the last 12 months? Please think of print and online editions.

• Which of the following statements about beauty & social media do you agree with?
• How often do you typically use social media platforms (e.g. Instagram, Facebook)?
• In an average week, approximately how much time do you spend on social media platforms (e.g., Instagram, Facebook)?

• Which of the following statements about your beauty routines do you agree with?
• How much time do you usually take for your make-up routine? / Everyday
• How much time do you usually take for your make-up routine? / On special occasions
• How much time do you usually set aside each week for grooming rituals? Please think of things like lotion application, hair removal, face masks, nail care, etc.

• Listed below you can see technical products/accessories from the beauty industry. Please select the applicable one for each item: / Smart mirrors that let me e.g. virtually test products on myself
• Listed below you can see technical products/accessories from the beauty industry. Please select the applicable one for each item: / UV sensors connected to my smartphone
• Listed below you can see technical products/accessories from the beauty industry. Please select the applicable one for each item: / Skin scanners that analyze the condition of my skin
• Listed below you can see technical products/accessories from the beauty industry. Please select the applicable one for each item: / Devices that create creams/makeup tailored to my needs
• Listed below you can see technical products/accessories from the beauty industry. Please select the applicable one for each item: / Facial cleansing brushes
• Listed below you can see technical products/accessories from the beauty industry. Please select the applicable one for each item: / Sculpting devices
• Listed below you can see technical products/accessories from the beauty industry. Please select the applicable one for each item: / Facial massage devices
• Listed below you can see technical products/accessories from the beauty industry. Please select the applicable one for each item: / Ultrasonic pore cleanser
• Listed below you can see technical products/accessories from the beauty industry. Please select the applicable one for each item: / Permanent hair removal device
• Which of the following types of apps have you used in the past 12 months? Please select all that apply: I have used apps that...

• Which statements regarding your beauty behavior during the COVID-19 pandemic apply to you?
• You are looking at a list of product categories. Please decide in each case how the frequency of use has changed during the COVID-19 pandemic. / Face make-up
• You are looking at a list of product categories. Please decide in each case how the frequency of use has changed during the COVID-19 pandemic. / Decorative lip care
• You are looking at a list of product categories. Please decide in each case how the frequency of use has changed during the COVID-19 pandemic. / Eye make-up
• You are looking at a list of product categories. Please decide in each case how the frequency of use has changed during the COVID-19 pandemic. / Nail polish
• You are looking at a list of product categories. Please decide in each case how the frequency of use has changed during the COVID-19 pandemic. / Face care
• You are looking at a list of product categories. Please decide in each case how the frequency of use has changed during the COVID-19 pandemic. / Facial cleanser
• You are looking at a list of product categories. Please decide in each case how the frequency of use has changed during the COVID-19 pandemic. / Masks, peeling, serum and cures

• Which of these statements about natural cosmetics do you agree with?
• Here you can see sustainable aspects of cosmetic products. Which of these do you pay particular attention to when buying?
• Have you purchased natural cosmetics in the last 12 months?
• In which of the following product categories have you chosen to purchase natural cosmetics in the past 12 months?
• In which of the following product categories have you chosen to purchase natural cosmetics in the past 12 months?
• Why do you buy natural cosmetics?
• Where have you purchased natural cosmetics in the last 12 months?
• What is the main reason why you would not buy natural cosmetic products?

• What is your gender?
• How old are you?
• How old are you?
• How old are you?
• How old are you?
• What is your marital status?
• Do you consider yourself part of the LGBTQ+ community?
• Which of the following best describes you?
• Recode based on "Where do you currently live?"
• Where do you currently live?
• What is the highest level of education you have completed?
• What is the highest level of education you have completed?
• Which of the following categories best describes your current employment status?
• Recode based on "Which of the following categories best describes your current employment status?"
• Recode based on "Which of the following categories best describes your current employment status?"
• Have you worked from home (some of the time) in the last 12 months?
• If you add up everything: About how high is the annual gross income that your total household has at its disposal, before tax and contributions?
• If you add up everything: About how high is the annual gross income that your total household has at its disposal, before tax and contributions?
• How big is the town you live in?
• In what type of community do you live?
• What is your current living situation (main residence)?
• How many people – including yourself and all children – permanently live in your household?
• How many children and teenagers below 14 years of age permanently live in your household, no matter if they are your natural children or not?
• Who do you currently live with?
• Recode based on "How many people – including yourself and all children – permanently live in your household?"
• Recode based on "Who do you currently live with?"
• Recode based on "Who do you currently live with?"
• Out of the following list, which are the 3 most important aspects to you in life?