This study investigated differences in perception by 240 males in their teens, 20s, 30s, and 40s residing in Seoul, Incheon, and Gwangju about seven items for male makeup, and analyzed makeup items preferred by men, perception about male makeup users, and relationship between success and appearance, thereby providing basic materials to activate the beauty market for males and developing goods for male users. The result was that most males thought the influence of their appearance on their social success was great and in particular, 23.3% of respondents thought that their appearance affected their success by 50% or higher percentage. The items most preferred by the respondents were concealers, color lotions, and BB creams; 60.8% considered them positive. This showed that basic color cosmetics had already been established as one of the essential goods for men. In contrast, the respondents had slightly negative perception about items like mascaras, eyeliners, and eyeshadows. Overall, those who were young, unmarried, and city dwellers had positive perception about such cosmetics by and large. The above data will be able to be used to develop various makeup goods for male consumers oriented toward success and implement diverse marketing strategies, thereby activating the beauty market for males.•
Purpose: This study was done to identify the awareness of gender equality among nursing college students, and to provide basic data for educational solutions and desirable directions. Methods: A Q-methodology which provides a method of analyzing the subjectivity of each item was used. 34 selected Q-statements from each of 20 women nursing college students were classified into a shape of normal distribution using 9-point scale. Subjectivity on the equality among genders was analyzed by the pc-QUANL program. Results: Four types of awareness of gender equality in nursing college students were identified. The name for type I was 'pursuit of androgyny', for type II, 'difference-recognition', for type III, 'human-relationship emphasis', and for type IV, 'social-system emphasis'. Conclusion: The results of this study indicate that different approaches to educational programs on gender equality are recommended for nursing college students based on the four types of gender equality awareness.
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