Skin Care Characteristics According to the General Characteristics of Middle-aged Women Living in Dalian, China

Abstract

This study was attempted to find out whether there are differences in skin care characteristics depending on general characteristics of middle-aged women living in Dalian, China. As a result, age showed significant differences from skin care information source, preferred facial care, academic background showed differences from skin care information source, preferred facial care, occupations showed differences in skin care method, average monthly income from skin care information source, skin care methods, and preferred facial care. Through this study, it was revealed that there are significant differences in skin care characteristics depending on the general characteristics of middle-aged women living in Dalian, China. In particular, skin care information sources were most introduced by friends and acquaintances, and they mainly take care of their skin through home care. This seems to have an impact on relationship culture based on experience and trust even though middle-aged women's social advancement and educational background are gradually increasing under China's reform and opening policy. Therefore, skin care marketing for middle-aged women, who are emerging as a new blue ocean in the Chinese skin beauty market, needs to establish a strategy based on China's relationship culture. The results of this study are meaningful in providing basic data for the development and marketing of skin care programs for middle-aged Chinese women.