Effects of Skin Care Behavior of Women in Zhejiang Province in China on Self-esteem

This study investigated the effects of skin care behavior and self-esteem in adult women in their 20s to 50s in Zhejiang Province, China, to verify the effects of skin care behavior on self-esteem. The contents of the study consisted of 6 questions on general characteristics, 16 questions on skin care behavior, 12 questions on self-esteem, and a total of 34 questions, and were surveyed by self-written method by electronic questionnaire. The survey time was conducted from August 1, 2023 to August 31, 2023. Of the total 300 copies that responded, 259 copies were finally analyzed, excluding 41 copies of the unfaithful questionnaire. For the analysis method, frequency analysis, factor analysis, t-test and univariate analysis, correlation analysis, and multiple regression analysis were performed using the SPSS 25.0 statistical program. The analysis results are as follows. Skin care behavior was found to have a significant effect on self-esteem, and among them, the use of cosmetics and washing of face were analyzed as the key factors that have the greatest influence on appearance, human relations, and attitude, which are all sub-factors of self-esteem. In particular, the order of influence on appearance was in the order of use of cosmetics, washing face, lifestyle, and professional management behavior, and the same trend was found in terms of human relations. In the attitude area, it was confirmed that washing face and professional management behavior had a higher effect. These results suggest that skin care behavior is more closely related to individual inner and self-awareness than simple external beauty activities. This study presented a convergence perspective between the beauty industry and psychology by analyzing the effect of skin care behavior on self-esteem, and it is expected to be used as basic data for establishing practical strategies and academic expansion in related fields in the future. In particular, by emphasizing the role of skin care as a strategy for individual self-awareness, emotional control, and social relationship formation, it is significant in that it provides a new perspective on beauty services as a tool for improving quality of life beyond simple consumption behavior.