A study by AMOREPACIFIC shows that Korean women are more confident about their facial appearance than figure. Also, the market’s bipolarization is accelerating, where the top 10% customers are leading the Korean cosmetics market. According to AMOREPACIFIC’s U&A (Usage & Attitude) study, targeting 1,800 women between ages 19 to 55, 37% replied that they were confident about their facial looks, while only 9% replied that they were not. In contrast, 24% replied that they were confident about their figure, while 20% replied that they were not. Also, 64% replied that facial looks is the most important feature when defining beauty (figure 16%, weight 15%, height 5%). 42% said that it is the overall balance and harmony that affects one’s judgment of another’s facial looks (contour 30%, skin condition & color 17%, shape 8%, size 3%). Confidence about their facial looks did not differ with age (20s 39%, 30s 40%, 40s 32%, 50s 32%), but satisfaction on their figure showed a large difference as it decreased significantly with age increase. In terms of cosmetics use, bipolarization was the main theme. The higher range of customers spending much on cosmetics increased from 20% in 2004 to 33% this year, while the lower range increased from 30% in 2004 to 46%. Additionally, the average spenders decreased significantly from 48% in 2004 to 20%, leading to a conclusion that the trading up/down phenomenon is rapidly putting down its roots in the cosmetics market. Particularly, the top 10% spenders are leading the cosmetics market by actively and positively participating in trying out new type and high-functional products. This group of customers was highly positive in make up, depending on cosmetics when solving skin problems, and applied them in many stages. They were with great knowledge on each brand’s functions and characteristics, allowing them to choose the right product and brand when making a purchase. Also, they were not against plastic surgery or skin surgery. The Korean customers did not take cosmetics as a way to ‘cover up’ but as an investment for their skin, a part of their basic total care needs including what they eat, their constitution, and skin type.