Purpose: This study examines consumer perception and behavior regarding antipollution cosmetics that claim to protect skin from harmful air pollutants. The findings can be used for product development and marketing of consumer-driven anti-pollution cosmetics. Methods: Prior to the main survey, a focus group interview (FGI) was conducted. The purpose of the FGI was to create survey questionnaires, and to select respondent groups. In the main survey, 174 women who extensively use anti-pollution cosmetics were surveyed regarding their consumption behaviors. The collected data were analyzed for frequency, and technical statistics were produced. A paired t-test was performed to analyze the difference between importance and satisfaction, with the results were presented in an importanceperformance analysis (IPA) matrix. Results: Respondents experienced skin trouble caused by particulate matter and thus consumed anti-pollution cosmetics to cope with such problems. The 1st quadrant in the IPA matrix contains attributes such as functionality claims pertaining to the products, cognitive self-efficacy, functional ingredients, hypoallergenic formulas, testimonies to the fact that no skin trouble was caused, and consumer feelings after using anti-pollution cosmetics. The 2nd quadrant contains, additional functions unrelated to anti-pollution elements and ingredients from natural products. The 3rd quadrant contains attributes related to the marketing factors pertinent to the product. The 4th quadrant includes noncomedogenic, dermatological testing, and prices. Conclusion: Recently, the market for anti-pollution cosmetics has been expanding rapidly. Carefully crafted consumerdriven product development strategies are needed to address consumer benefits. In addition, a strategy for labeling and advertising based on scientific evidence is needed to minimize the mismatch between consumer expectations and their ultimate satisfaction from consuming such products.
