20-30대 여성의 퍼스널컬러 컨설팅 기반 메이크업 행동이 사회적 자기효능감에 미치는 영향

In modern society, personal color is emerging as an important factor that not only enhances external image but also influences positive self-expression and psychological well-being. Therefore, the importance of research on personal color continues to grow, and research on personal color consulting, which is a professional diagnosis of personal color, is necessary for the future strategic development of the beauty cosmetics and makeup industry. Therefore, this study aimed to investigate the effects of personal color consultation-based makeup behavior on social self-efficacy among women in their 20s and 30s. Personal color diagnosis was conducted through an image consulting method that analyzes body color based on seasonal color types, and based on this, the relationship between makeup behaviors and social self-efficacy was empirically analyzed. This study empirically examined the correlation and influence between personal color perception, makeup behavior, and its subfactors: interest, aesthetics, fashionability, recognizability, politeness, and social self-efficacy. The correlation analysis showed a significant positive correlation between personal color perception, makeup behavior, and social self-efficacy, and the multiple regression analysis showed that interest had the strongest effect on social self-efficacy. Therefore, this study suggests that personal color-based makeup has a positive effect on self-efficacy beyond improving physical appearance, and may contribute to an individual’s psychological stability and social relationships. This study can be used as a basis for developing personalized beauty consulting and emotional marketing strategies, and shows that personal color-based makeup can contribute to improving an individual’s social confidence.