A Comparison of Generational Differences in Female Makeup between Japan and China

In this study, we investigated the differences between countries and generations about makeup in Japan and China. Participants were 250 Japanese females and 488 Chinese females from 20s to 60s. They were asked about makeup consciousness, makeup behavior and psychological effects of makeup, and the relationship between makeup consciousness and makeup behavior. Makeup behavior including frequency of using cosmetics, and makeup habits. For the differences between countries, Chinese had higher makeup consciousness and greater psychological effects of makeup than Japanese, and Japanese had higher proportion of makeup habits than Chinese. For the differences between generations, there was almost no difference between generations in each survey item except positive makeup consciousness in Japan. Generally, positive makeup consciousness of younger generation was higher than older generations. In China, older generations had higher negative makeup consciousness and lower makeup behavior than the other generations. The interrelationships among makeup consciousness, psychological effects of makeup, and makeup behavior were generally correlated in both Japan and China, except between “effect uneasiness”, a negative consciousness of makeup and psychological effects. Results of multiple regression analysis on the effects of makeup consciousness and psychological effects of makeup on makeup behavior showed that consciousness of “necessaries and appearance” and “effect uneasiness” were more influential than psychological effects of makeup in both countries. These results are discussed in terms of the transition of economic, cultural, and social environments in both countries. © 2023 Jpn.Res.Assn.Text.End-Uses.