There is a saying in the fashion industry that cosmetics and fashion are two entirely different beasts, with an interest in one not necessarily corresponding to an interest in the other.
People who hunger for the latest cosmetics tend to be very passive about buying clothes for themselves. Instead, they prefer splurging on longer-lasting or more versatile items like bags and accessories.
Shinsegae Department Store studied the trends of shoppers who bought its cosmetics from January to last month, and found that many women in their 20s went on to buy accessories and handbags, while a large share of those in their 30s moved on to children's clothing. Women in their 50s who snapped up cosmetics also tended to purchase luxury accessories and menswear. It was only women in their 40s who jumped from the makeup and skincare stands directly to the womenswear section.
"Shoppers who buy a lot of cosmetics tend to splash out accessories for themselves and clothes for their relations," an employee at the department store said.
"People who like buying clothes usually follow their instincts and senses, but cosmetics shoppers tend to be more rational and analytical," said Pi Hyun-jung, a beauty consultant. "I took these factors into consideration when I was launching my own line of cosmetics. Those who buy cosmetics check the ingredients, texture and scent of each item. But clothes shoppers don't do much research before buying. They just try something on, and if it looks good, they get it."