What does this research mean for the field?

Self-expression positively drives cosmetics purchasing behavior both directly and indirectly through makeup behavior among women who have undergone personal color diagnosis. Novelty: ClaimNovelty.INCREMENTAL. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

To examine how self-expression influences makeup behavior and cosmetic purchasing behavior among young women who have undergone personal color diagnosis, evaluating the mediating role of makeup behavior.

August 28, 2026Journal of the Korean Society of Cosmetology

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

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To examine how self-expression influences makeup behavior and cosmetic purchasing behavior among young women who have undergone personal color diagnosis, evaluating the mediating role of makeup behavior.
Surveyed 690 women in their 20s and 30s with personal color diagnosis experience.
Analyzed data in SPSS 28.0 using factor analysis, reliability analysis, correlation analysis, regression analysis, and mediation analysis.
Self-expression demonstrated a statistically significant positive direct effect on both makeup behavior and cosmetic product purchasing behavior.
Makeup behavior exerted a significant positive effect on cosmetic product purchasing behavior.
Perception of change, as a sub-dimension of makeup behavior, partially mediated the effect of self-expression on cosmetics purchasing behavior.

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Implication

Survey study reveals that self-expression drives cosmetic purchasing both directly and through makeup behavior in young women, highlighting personalized marketing pathways.

Cite This Study

Lee et al. (2026) studied this question.

synapsesocial.com/papers/6a91467bd15324a1df3aa199 https://doi.org/10.52660/jksc.2026.32.4.915

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Implication

Survey study reveals that self-expression drives cosmetic purchasing both directly and through makeup behavior in young women, highlighting personalized marketing pathways.

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

Key Points

Discussion

Implication

Cite This Study

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

Key Points

Discussion

Implication

Cite This Study

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