Year: 2025
Type: article
Study design: Observational Study
Abstract: This study aims to contribute to the establishment of a sunscreen market strategy by analyzing the perception and use of sunscreen in women in their 20s and suggesting a new direction for products to be developed in the future. As a research method, an online survey was conducted for a total of 300 women in their 20s nationwide for a total of five days from August 30, 2024 to September 3, 2024. As a result of the study, the results of the survey on the perception of the effect of UV rays on the skin showed that the subjects of the study generally accurately perceived the effect of UV rays on the skin by their educational background. In addition, the perception of the single or overlapping use of sunscreen by educational background also showed significant results, and it was found that 131 four-year college graduates (70.8%) thought that the effect of sunscreen would be exhibited only when the sunscreen was applied in duplicate. As for the main places to purchase sunscreen, H&B stores such as Olive Young accounted for 245 cases (44.0%), making it the most purchased place, and the majority of the results answered that the first was the feeling of use and the second was the sunscreen index and grade for the main purchasing factors of sunscreen. The results of the SPF index of the sunscreen in use accounted for the majority of the SPF index of SPF 50 or higher, and the results of PA++ or higher accounted for the majority. As for the results of the type of sunscreen formulation in use, the lotion type was the most preferred in all demographic variables. Through this study, education considering the characteristics and diversity of consumers is conducted, and customized product development is proposed by applying their super-personalized needs to products. It is also expected to be a cornerstone to present the direction of new products based on regulations and policies for safe and effective products with the support of the government.
Authors: Jin-Sun Ki, Joo-Deok Kim
Institution: Sungshin Women's University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4409912524