This study empirically analyzed hairstyle trends by era and Korean women's perceptions and preferences for hairstyles.
In the 1980s, the punk disco style and bridges that can give highlights rather than overall color changes were popular, and in the 1990s, the A-line bob, leisure cut, straight h...
This study empirically analyzed hairstyle trends by era and Korean women's perceptions and preferences for hairstyles.
In the 1980s, the punk disco style and bridges that can give highlights rather than overall color changes were popular, and in the 1990s, the A-line bob, leisure cut, straight hair, and the soft image of innocence hairstyle were popular. In the 2000s, S-curl waves, bandanas, hat styling, and light and fresh images were popular. In the 2010s, shaggy cuts, wet hair, low ponytails, boxer braids, side bangs, and warm colors were popular. In 2020, the Tesla cut and hippie perm were in vogue; in 2022, the Hershey cut and wavy hippie perm were in vogue. The hair color trend was representative of Penton's annual color choices: Classic Blue in 2020, Lemon Illuminating Color and neutral Ultimate Gray in 2021, Berry Perry near purple in 2022 and Viva Magenta in 2023. Hair trends for 2023 favor sleek cuts and sleek bun styling.
To analyze hairstyle perceptions and preferences, the study surveyed 269 women in their teens to 50s living in Seoul and Gyeonggi Province. The results of the study are as follows. In terms of hairstyle-related characteristics, the most frequent hairstyle change was once every three to five months, and the least frequent was once a year or more. The most common cost for a single treatment was KRW 50,000 to KRW 90,000, and the least common was KRW 200,000 or more. The hairstyle procedure that had the most significant impact on image change was cutting, blow-drying was the least preferred, and the most preferred items during the procedure were the designer's skill, hygiene, and facilities. Regarding interest and satisfaction with the hairstyle, interest was rated 3.67 on a scale of 1 to 5, and satisfaction was rated 3.25. In terms of considerations when changing hairstyles, "moderate" was the most common for trend, TV celebrity, or social media platform influence, "not at all" was the most common for magazine model hairstyles, "moderate" was the most common for third party opinion (social gaze), and "yes" was the most common for self-satisfaction and showing off, hairdresser recommendation, and mood or stress relief. The most common response was "not at all" for the type of event and occupation, and "so-so" for other opinions. For hairstyle preferences, long layers were the most common, while hippie and buns were the least common. In terms of hairstyle perceptions, relatively few people changed their hairstyle because of psychological changes and more often because of fashion trends. The younger the age group, the more conscious they were of what others thought of them, the more concerned they were with their appearance, the less likely they were to change their hairstyle because of psychological changes, and the more likely they were to change their hairstyle because of trends. In terms of hairstyle preferences, long layers and long waves were the most popular, while bobs and short hairstyles were the most popular among older women, indicating that they want hairstyles that are easier to maintain and that can be volumized without much blow-drying.
In the future, it is hoped that more objective research will be conducted on women's hairstyle preferences and perceptions as trends change by expanding the scope to include different age groups, occupations and regions. The trends will be used as a basis for marketing in the beauty industry.
This study empirically analyzed hairstyle trends by era and Korean women's perceptions and preferences for hairstyles.
In the 1980s, the punk disco style and bridges that can give highlights rather than overall color changes were popular, and in the 1990s, the A-line bob, leisure cut, straight hair, and the soft image of innocence hairstyle were popular. In the 2000s, S-curl waves, bandanas, hat styling, and light and fresh images were popular. In the 2010s, shaggy cuts, wet hair, low ponytails, boxer braids, side bangs, and warm colors were popular. In 2020, the Tesla cut and hippie perm were in vogue; in 2022, the Hershey cut and wavy hippie perm were in vogue. The hair color trend was representative of Penton's annual color choices: Classic Blue in 2020, Lemon Illuminating Color and neutral Ultimate Gray in 2021, Berry Perry near purple in 2022 and Viva Magenta in 2023. Hair trends for 2023 favor sleek cuts and sleek bun styling.
To analyze hairstyle perceptions and preferences, the study surveyed 269 women in their teens to 50s living in Seoul and Gyeonggi Province. The results of the study are as follows. In terms of hairstyle-related characteristics, the most frequent hairstyle change was once every three to five months, and the least frequent was once a year or more. The most common cost for a single treatment was KRW 50,000 to KRW 90,000, and the least common was KRW 200,000 or more. The hairstyle procedure that had the most significant impact on image change was cutting, blow-drying was the least preferred, and the most preferred items during the procedure were the designer's skill, hygiene, and facilities. Regarding interest and satisfaction with the hairstyle, interest was rated 3.67 on a scale of 1 to 5, and satisfaction was rated 3.25. In terms of considerations when changing hairstyles, "moderate" was the most common for trend, TV celebrity, or social media platform influence, "not at all" was the most common for magazine model hairstyles, "moderate" was the most common for third party opinion (social gaze), and "yes" was the most common for self-satisfaction and showing off, hairdresser recommendation, and mood or stress relief. The most common response was "not at all" for the type of event and occupation, and "so-so" for other opinions. For hairstyle preferences, long layers were the most common, while hippie and buns were the least common. In terms of hairstyle perceptions, relatively few people changed their hairstyle because of psychological changes and more often because of fashion trends. The younger the age group, the more conscious they were of what others thought of them, the more concerned they were with their appearance, the less likely they were to change their hairstyle because of psychological changes, and the more likely they were to change their hairstyle because of trends. In terms of hairstyle preferences, long layers and long waves were the most popular, while bobs and short hairstyles were the most popular among older women, indicating that they want hairstyles that are easier to maintain and that can be volumized without much blow-drying.
In the future, it is hoped that more objective research will be conducted on women's hairstyle preferences and perceptions as trends change by expanding the scope to include different age groups, occupations and regions. The trends will be used as a basis for marketing in the beauty industry.
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