Asian J Beauty Cosmetol. 2012; 10(3): 531-540.
Customer Awareness and Satisfaction of the Cosmetics for Infants
ABSTRACT
With the economic development and industrial advancement, the quality of life, income level, and one-child
family have increased. Accordingly, parents strongly tend to demand high-end products for their children.
Also, with an increase in infants suffering from atopy and allergic diseases, the preference for atopy products
and natural organic products has been on the rise. This study was intended to investigate the features of the
diversified infant cosmetics market. We classified the type of infant cosmetics into general infant cosmetics,
natural cosmetics (organic, eco-friendly, natural, and oriental medicine cosmetics included), and cosmetics
for sensitive skin (Atopy cosmetics included), conduct a questionnaire survey on mothers with children under
6 years. We analyzed 549 copies of questionnaire to look into their purchasing type and the difference of
satisfaction with products and marketing with the use of SPSS 12.0 program. Mostly used products for their
children were natural infant cosmetics. Regarding the cosmetics for sensitive skin, the cosmetics for atopy,
rash, and allergy were used more than others so that there were a significant difference (p<.001). Also, in the
case of choosing the cosmetics for infants, the group that uses the cosmetics for sensitive skin and natural
cosmetics takes into account a product’s brand further. Regarding the satisfaction with efficacy and effects, the
study subjects were highly satisfied with the cosmetics for sensitive skin in terms of facial cream, body wash
and UV-block cosmetics. And, with respect to body lotion, they were highly satisfied with natural cosmetics,
and regarding shampoo, they were highly satisfied with general infant cosmetics. Regarding the diversity of
product line and the brand image by promotion, natural cosmetics group showed the highest, and regarding
the average score of price, the general cosmetics group had the highest. Recently, with the wellbeing trend,
customers try to spend more and expect more effects. In the aspect, it is expected that premium cosmetics,
such as natural and organic cosmetics, the cosmetics for sensitive skin, and atopy and oriental medicine
cosmetics, are more popular in the infant cosmetics market. Therefore, it is necessary to develop products and
distinct marketing strategy, which reflect the trends.
Keywords :
Cosmetics for infants, Sensitive skin, Organic cosmetics, Oriental medicine cosmetics, Marketing
