Over Half of Korean Women Use Pharmacy Skincare Products, Survey Reveals

A report from the University Tomorrow's 20s Research Institute has uncovered that over half of Korean women have ventured into pharmacy skincare, highlighting a shifting trend in beauty shopping.

In a survey involving 1,200 women aged 15 to 56, it was revealed that 55.9% have experience with pharmacy skincare products, commonly referred to as "pharmacy items." The survey indicates that usage patterns vary notably with age, as younger demographics exhibit a strong inclination towards these products.

Of the respondents, 19.4% are current users of pharmacy items, while 36.5% have used them in the past. Notably, usage experience was highest among respondents in their late teens (15-18 years old at 60.8%) and early twenties (19-24 years old at 60.0%). Remarkably, about one in four individuals in these age groups continue to use pharmacy items.

Analyzing the motivations for first-time users among those who have experienced pharmacy items (671 respondents), the leading reason (41.6%) was addressing skin troubles. This was especially prominent in respondents in their late teens (65.8%) and early twenties (62.2%). In contrast, only a small percentage cited the cost-effectiveness as their primary motivation (2.7% and 4.4%, respectively).

In contrast, respondents in their late twenties showed a 29.4% interest prompted by content on social media and YouTube, which is above the average (24.1%) for all users. Furthermore, when questioned about sources of skincare information, 30.7% of late twenties respondents identified pharmacists and dermatologists’ content as their preferred source.

Among those in their 40s and 50s, higher percentages indicated that they were influenced by product ingredients (40s: 35.2%, 50s: 37.0%) or recommendations from pharmacists and experts (40s: 33.3%, 50s: 35.9%).

When it comes to the expected benefits of using pharmacy items, the majority anticipate improvements in acne and skin troubles (42.3%), followed by care for blemishes and pigmentation (28.2%), skin calming (25.0%), hydration (22.2%), and improvements in skin conditions (21.5%). The desire for acne and trouble improvement was notably high among younger users, particularly in their late teens (71.2%) and early twenties (66.7%).

Conversely, respondents in their 40s indicated care for blemishes and pigmentation (28.3%) and hydration (27.7%), while those in their 50s also sought care for blemishes and pigmentation (34.8%) alongside hydration and skin elasticity improvement (23.9% each). For this demographic, pharmacy items are seen as functional products aimed at managing anti-aging concerns rather than immediate trouble solutions.

Senior researcher Ham Ji-yoon from the University Tomorrow's 20s Research Institute noted the distinct conditions viewed by different age groups regarding pharmacy items. She emphasized the necessity to tailor skincare product messaging based on these varying skin concerns.