Chocobra Research Survey Reveals Seismic Shift in Beauty Market: 3,000 Women in Their 20s-40s Surveyed

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## Press Release Information
Title: Survey of 3,000 Women in Their 20s-40s Reveals Seismic Shift in Beauty Market
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Body (first 8000 characters): Women in their 20s discover products via SNS, while for those in their 40s, the presence of physical stores and beauty advisors increases. Nevertheless, the final decision was based on "price," "reviews," and "perceived efficacy."

Chocobra Research conducted a survey targeting 3,000 women in their 20s to 40s regarding beauty product information sources, purchase channels, important factors in choosing products, experience with Korean cosmetics, and influences on purchasing decisions.

What emerged from this survey is that the changes occurring in the beauty market are not merely a "shift to SNS for younger generations."

For women in their 20s and 30s, buying patterns have spread where they learn about products through SNS and word-of-mouth, then confirm price and efficacy before making a choice. This change is an important clue for understanding the future of the beauty market.

Previously, beauty products were often discovered through TV commercials, consulted with beauty advisors in stores, and purchased based on brand trust, which played a significant role.

However, in this survey, for women in their 20s and 30s, the trend of discovering products through SNS and word-of-mouth was strong, and the final decision was heavily influenced by "price," "reviews," and "perceived efficacy."

Of particular note is the 40s age group. For women in their 40s, the percentage who referenced "physical stores and beauty advisors" as a source of beauty product information rose to 17.6%, reaching the same level as the combined total of Instagram + TikTok.

On the other hand, even for those in their 40s, only 4.0% cited "advice from in-store beauty advisors" as the biggest influence on their purchase.

In other words, physical stores have not disappeared.
However, the era when purchases were decided solely by stores or brand trust is fading.

What is happening in the beauty market is not the disappearance of sales floors, but a change in the "reasons for being chosen."

Survey of 3,000 Women in Their 20s-40s Reveals Seismic Shift in Beauty Market

Key Survey Points

- SNS is the main entry point for beauty products for women in their 20s.

- The presence of "physical stores and beauty advisors" is increasing for women in their 40s.

- However, even for women in their 40s, advice from beauty advisors is not a major decisive factor for purchase.

- When choosing beauty products, "price," "reviews," and "perceived efficacy" are emphasized across all age groups.

- SNS functions more as an entry point for discovering products rather than a place of purchase.

- Creating touchpoints with women in their 20s and 30s may be becoming difficult with only TV commercials, physical stores, and brand trust.

- Korean cosmetics are penetrating up to the early 30s, while for those in their 40s, the indifferent group constitutes the majority.

Main Survey Results

1. 20s are SNS, 40s are physical stores and beauty advisors. The way of "discovering" beauty products differed by age group.

Information sources for beauty products varied significantly by age group.

For women in their 20s, there was a strong trend of discovering beauty products starting with SNS, such as Instagram and TikTok. While SNS continued to be used in their 30s, the presence of word-of-mouth sites and in-store information increased with age.

And for women in their 40s, the percentage who referenced "physical stores and beauty advisors" as an information source rose to 17.6%, reaching the same level as the combined total of Instagram + TikTok.

This indicates that for the first time in the 40s, the touchpoints that major brands have excelled at, such as in-store customer service and explanations at the sales floor, clearly become visible.

On the other hand, their presence is still limited for women in their 20s and 30s.
Among younger generations, the trend of encountering products through SNS and word-of-mouth is more prominent than through TV commercials or in-store customer service.

Figure 1. For women in their 40s, "physical stores and beauty advisors" stand alongside SNS.

2. Physical stores return for women in their 40s. However, they did not return as a "deciding factor for purchase."

The position of "physical stores and beauty advisors" for women in their 40s is important in this survey.

For women in their 40s, the number of people who refer to physical stores and beauty advisors as information sources is increasing.
However, only 4.0% of women in their 40s chose "advice from in-store beauty advisors" as the most influential factor when purchasing.

This does not mean that physical stores have become unimportant.

Rather, it shows that physical store touchpoints remain for women in their 40s.
However, their role may have shifted from "a place where one buys upon recommendation" to "a place to see actual products, compare them, and confirm things."

Physical stores return.
But purchases are not decided by physical stores alone.

This change is considered a major turning point in the beauty market.

3. Ultimately, products were chosen based on "price," "reviews," and "perceived efficacy."

What was emphasized when choosing beauty products was not brand name or buzz, but more practical decision-making criteria.

The top factors overall were "price," "reviews/ratings," and "perceived efficacy/scientific basis." These three items alone accounted for 74.9% of the total.

Meanwhile, "brand reliability/history," "SNS buzz/popularity," and "influencer recommendations" were not considered the top decision criteria.