我国功能性化妆品的消费情况调查

Investigation of Functional Cosmetics Consumption Status in China

通过调查问卷和随机采访的方式,对北京地区功能性化妆品的消费状况进行了调查。调查结果显示:从消费人群上来看,我国功能性化妆品的消费者主要为中年女性,而男性消费者的数量也在稳步上升中。从消费行为上看,人们越来越趋于理性化,与品牌、广告宣传等其他外界因素相比,更加关注于化妆品自身的品质,但消费者对使用功能性化妆品后的反馈都较为一般。

The present study is to investigate the consumption status of functional cosmetics in China, by questionnaire as well as stochastic accessing. The results showed that middle-aged women are the main customers of functional cosmetics, while products for men are promising. Now customers tend to be more rational and pay more attention to product quality as compared with the brand and advertisement, but the feedback on the effectiveness of current functional cosmetics was not satisfactory.