Abstract

Purpose: This study investigated the status of online and offline color cosmetic purchases among 324 members of the "Zalpha" generation (aged 15 to 30). Research design, data and methodology: The study examined demographic characteristics and purchase patterns of color cosmetics across online and offline platforms. Frequency analysis was conducted to identify the general characteristics of the subjects, and chi-square analysis (cross-tabulation) was performed to determine whether significant differences existed based on these general characteristics. Results: The analysis revealed that the Zalpha generation exhibited flexible omni-channel consumption characteristics, utilizing both online and offline channels simultaneously (p < .05). While social media (SNS) was the most prominent source of general product information, statistically significant differences were observed depending on the subjects' age, gender, and affiliation (p < .05). Generally, participants were found to obtain information on color makeup techniques through short-form content, such as Instagram Reels (p < .001). Regarding offline channels, Health & Beauty (H&B) stores were predominant; however, Daiso was confirmed to be significantly emerging as a new low-cost beauty channel (p <.05). Conclusions: This study confirms that the Zalpha generation demonstrates "smart consumption" patterns, strategically utilizing online and offline channels based on personal color trends and short-form media. In particular, the growth of cost-effective channels such as Daiso suggests that practical beauty consumption is becoming increasingly reinforced within the Zalpha generation.