This study attempted to investigate the effects of appearance interest on makeup behavior among college-aged women and suggest basic data needed for developing marketing strategies, which can be applied in the makeup industry. For this, correlations between appearance interest and makeup behavior were analyzed, and the results found the following: ‘Satisfaction’, ‘interest’, and ‘efforts’ had a positive effect on ‘aesthetics’, ‘amusement’, ‘conspicuity’, ‘conformity’ and ‘instrumentality’ with statistical significance. According to multiple regression analysis, as ‘interest’ and ‘satisfaction’ improved, ‘aesthetics’, ‘amusement’, ‘conspicuity’, ‘conformity’, and ‘instrumentality’ increased, confirming the influence of appearance interest on makeup behavior. Therefore, it is required to develop products considering college-aged women’s characteristics and provide service programs that can enhance satisfaction and makeup training programs that can improve appearance satisfaction.

This study attempted to investigate the influence of makeup service factors on customer satisfaction empirically to provide basic data that would help makeup salons enhance customer satisfaction and set a proper direction for services. The results found the following: Among makeup service factors, ‘quality of cosmetics,’ ‘makeup artists’ skills,’ and ‘makeup artists’ reputation and kindness’ revealed a positive correlation with customer satisfaction with statistical significance. Also, ‘makeup artists’ reputation and kindness’ and ‘makeup artists’ skills’ positively affected customer satisfaction with statistical significance. The results confirm that ‘makeup artists’ reputation and kindness’ and ‘makeup artists’ skills’ have the greatest influence on customer satisfaction. The study results found that customer satisfaction with makeup services could be enhanced by increases in ‘reasonable service charge,’ ‘makeup artists’ skills,’ and ‘makeup artists’ reputation and kindness,’ thereby increasing revisit rates and making a significant contribution making makeup salons more competitive.