Consumer Awareness and Cosmetic Trends Examined by Human Sensitivities

Abstract

The sales appeals and consumer needs or the technical development and trends of research area for cosmetics are changing with the times. Consumer needs, among them, involves two kinds of waves in trends : the strong demand for effects and functions, or “Functionalism” and the demand for natural, safe and secure materials, or “Naturalism.” The movement of these waves was switched around the year 2000. Functionalism indicates an orientation similar to the digital spirit (masculine brain) shown in the trend in overall consumption behavior. From the same point of view, Naturalism resembles the analog spirit (feminine brain). Cosmetics should have value in comfort and safety in use as well as effectiveness as its basic function. Yet, at the same time, cosmetics should seize the trend of consumers' demands and should always ride on the tide of time.