Cosmetic Usage in Malaysia: Understanding of the Major Determinants Affecting the Users

Studies on cosmetic have received more attention not only from users, producers, retailers, but also from the authorities that are governing the industry. The consequences of the product usage received considerable attention but understanding of its development is hardly explored. But still, from year to year, the sales of cosmetics have demonstrated the continued growth. The industry players nowadays have diversified their marketing approaches not only to the traditional female market, but also to male market as well. A survey of 622 respondents using personally administered questionnaires, was conducted among the public in the East Coast of Peninsular Malaysia, concerning the effect of cosmetic usage to the skin. Specifically, there are three constructs of the survey such as branding, ingredients, and skin problems are assumed to be among the primary determinants for the cosmetic usage. The study further investigated several demographic profiles as to what extend they influence the usage of cosmetic. Using correlation and regression analysis, the results of the study indicated that there was a significant relationship between the identifiable constructs as to the determinants affecting the purchase and usage of cosmetic.