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Review Co., Ltd. Survey report What do people in their 40s focus on when choosing a foundation when they want to cover blemishes? The 1st place is “No feeling of thick coating”!

Review Co., Ltd.
[Survey report] What do people in their 40s focus on when choosing a foundation when they want to cover blemishes? The 1st place is “No feeling of thick coating”!

Information media “Makeup” ( operated by Review Co., Ltd. ( is useful for people in their 20s and above all over Japan. We conducted a questionnaire survey on “What people in their 40s emphasize when choosing a foundation when they want to cover blemishes”.
We will publish the results.
Survey outline
Survey target: Men and women in their 20s and older
Survey date: November 2022
Research agency: In-house research
Survey method: Voluntary responses via the Internet
Number of people surveyed: 100 (90 women and 10 men)
*When quoting the results of this survey, please use the URL of “Makeup” (
Summary of survey results
When we conducted a questionnaire survey on what people in their 40s emphasized when choosing a foundation when they wanted to cover blemishes, the first place was “no feeling of thick coating”. Others will be introduced in the ranking format.

The first place was “No feeling of thick coating”.
After 2nd place, it was followed by “covering power” and “contains whitening active ingredients”, and “choose by foundation type” and “high UV effect” were tied for 4th place.
1st place: Zero feeling of thick coating
・As I’ve gotten older, it’s become thicker, so I try to choose products that don’t look too thick. (Female in her 40s)
・Since the base of the skin tends to crumble, it tends to smudge when applied thickly, and it feels like you’re wearing too much makeup. A natural finish that does not look thick is best. (Female in her 30s) ・If you want to cover blemishes, it tends to be thick, so it is better to use something that covers blemishes and does not become thick. I really painted it! It’s not like that, but it’s good to have a natural blemish cover that is as usual. (Female in her 40s)
The first place is “zero feeling of thick coating”.
If you try to cover up your troubles, you tend to end up with a thick coat, so there are many opinions that you want to choose something that doesn’t look like a thick coat.
2nd: Good coverage
・I think that coverage is the most important thing in order to hide blemishes. It has good coverage and doesn’t feel too thick. (Female in her 20s)
・Because it is important to be able to hide blemishes at this age, it is important to have coverage. I prefer a foundation that covers my skin without being overly thick. (Female in her 40s)
・I wanted to cover blemishes, so I thought that a foundation that would cover areas of concern would be good. (Female in her 40s) 2nd place was “has good coverage”.
It seems that many people want to choose products with high coverage in order to cover skin problems caused by aging.
3rd place: Contains whitening active ingredients
・I want to make my skin beautiful with a foundation containing whitening active ingredients that can be expected to solve the problem from the root while covering blemishes. (Female in her 30s)
・If it contains whitening ingredients while covering blemishes, it can be expected that not only will it cover blemishes, but also blemishes will be fundamentally lightened. (Female from 50s)
・Because I wear foundation for a long time, I feel attractive if I can take care of it instead of just hiding it during that time. (Female in her 40s)
4th place: Choose by foundation type
・Because blemishes are hard to hide without using a concealer, so I want to choose my favorite type of foundation. (Female in her 40s) ・If your skin is dry, a solid foundation will make the dry areas stand out, so the type you use has changed with age. (Female in her 40s) ・When you reach your 40s, age spots will increase, so I think it is very good to choose based on the type of foundation. (Male in his 40s) 4th: High UV effect
・Since I think that the activation of the skin is declining with age, I feel that the first step is not to get sunburned in order not to increase the number of spots. (Female in her 40s)
・In order to prevent blemishes, it is necessary to perform UV care firmly, so I think that you should choose a foundation with a high UV effect. (Female in her 30s)
・It’s sad to see blemishes that have formed, but it can’t be helped. (Female in her 40s)
“Choose by foundation type” and “High UV effect” ranked 4th. Some said they wanted to choose a type that would cover stains well and would not crumble, while others wanted to take measures to prevent new stains from forming.
When we conducted a questionnaire with 100 people, 45.0% of the total answered that they felt “no thick coating”.
As for the reasons for answering, there were many opinions that it tends to be thick if you try to cover it, and that you want something that looks natural while covering it.
Many people tend to dislike products that feel thick even if they have good coverage.
If you are in your 40s and want to choose a foundation that can cover blemishes, please refer to it.
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■ About Review Co., Ltd.
We operate the information site “Sublogg (” that is useful for daily life.
We also operate a YouTube channel, manage owned media, and operate a personal gym.
■Company profile
Company name: Review Co., Ltd.
Location: GS Sakae Building 3F, 5-26-39 Sakae, Naka-ku, Nagoya City, Aichi Prefecture
Representative: Satoru Toda, Representative Director
Established: January 5, 2022
Capital: 1 million yen
Business description: Operation of web media

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