An empirical study of the cosmetics consumption in media and advertising

Jai June Kim, Yong Hyun Kim, Doug Joo Chang

Research output: Contribution to journalArticlepeer-review


The marketing survey shows that the Asian women spend more than the European women. We presume that this leads to the differences of the magazine ads with respect to frequency and the size. We collected the cosmetics advertisements in the fashion or woman's magazines published in Korea, Japan, UK, Germany, France and Italy. There are no significant advertising pattern differences among the groups of cosmetics, fashion, accessaries and brands; however, we find more cosmetics ads in Asia than Europe. Asian women's preference of corrective cosmetics makes the firms increase advertisements with two more pages by 14.37 times.

Original languageEnglish
Pages (from-to)76-98
Number of pages23
JournalJournal of Economic Theory and Econometrics
Issue number4
StatePublished - 2011
Externally publishedYes


  • Consumption
  • Cosmetics
  • Magazine ads
  • Skincare


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