Review Co., Ltd. Survey report What do you focus on when choosing a colored makeup base? The first place was “choose by color”!

Review Co., Ltd.
[Survey report] What is important when choosing a colored makeup base? The first place was “choose by color”!

Information media “Makeup” ( operated by Review Co., Ltd. ( is a useful information media for teens and older all over Japan. We conducted a questionnaire survey on “what to focus on when choosing a colored makeup base” for those who are interested in makeup.
We will publish the results.
Survey outline
Survey target: Men and women in their teens and older
Survey date: February 2023
Research agency: In-house research
Survey method: Voluntary responses via the Internet
Number of people surveyed: 100 (93 women and 7 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 to emphasize when choosing a colored makeup base, the first place was “choose by color”. Others will be introduced in the ranking format.

The first place was “choose by color”.
After 2nd place, “high coverage” and “UV cut effect” followed, and “low stimulation / additive-free” ranked 6th.

1st place: Choose by color
・If you want to reduce dullness, you should choose a color that matches your skin problem, such as purple if you want to reduce dullness, or yellow beige if you want to deal with redness. (Female in her 30s)
・Because the skin problem that can be covered changes depending on the color of the base, it is better to choose the color according to the problem you want to cover. (Female in her 30s)
・Depending on the color, it has the effect of making the skin look brighter and making acne scars less noticeable. (Female in her 30s) The first place was “choose by color”.
There were many opinions that if you choose a colored makeup base, it is more effective to choose and use a color that matches your skin concerns.

2nd place: high coverage
・Because I think that the finish of makeup changes depending on how well the makeup base is applied, so I think it is necessary to have something that can cover skin problems. (Female in her 20s)
・For natural make-up, a base make-up with color is enough to complete the base make-up, so a high-coverage product is best. (Female in her 40s)
・Since I usually wear no foundation, it is very important to get rid of the unevenness of the skin with the base, so I try to choose a product with high coverage that will reduce the redness on my cheeks and the redness caused by acne as much as possible. (Female in her 20s)
The 2nd place is “high coverage”.
Since the finish of makeup changes depending on the makeup base, it can be seen that many people place importance on covering power.

3rd place: UV cut effect
・I don’t want to make stains anyway, so I like something with a high UV cut effect. This is because applying sunscreen separately takes time. (Female in her 30s)
・Since the UV rays are getting stronger, I choose a base that has a UV-cutting effect so that I don’t get sunburned even a little. (Female in her 40s)
・I don’t have a good complexion, so I choose a colored base because it makes my complexion look better without applying a thick foundation. (Female in her 30s)

No. 4: Contains moisturizing ingredients
・Because I have dry skin, I definitely choose a foundation that contains moisturizing ingredients. After thoroughly moisturizing with a makeup base, apply foundation etc. from above. (Female in her 20s) ・Moisturizing effect is something you want all year round, and if it comes true, it will be possible to create skin that can cover aging in the future, so it is important. (Female in her 30s)
・I have sensitive skin, so I can’t wear it for a long time without a foundation with high moisturizing power because my skin will be dry and tight. Also, because I have failed to select the base and powdered and peeled off many times. (Female in her 40s)

5th place: Affordable prices
・If the price is high, even if you find a makeup base that suits you, you won’t be able to continue using it, so choose a cheap one that suits you. (Female in her 40s)
・Because it’s something you use every day, you can’t use as much as you want unless it’s affordable. I choose low-priced products that suit my skin. (Female in her 30s)
・I want a lot of colored makeup bases because I want to use them according to the condition of my skin. If it’s an affordable price, you can buy all colors at once. (Female in her 30s)

6th: Hypoallergenic, additive-free
・By using a foundation with skin-friendly ingredients, you can avoid skin problems and achieve a beautiful finish. (Female in her 40s) ・Since I was a child, I have always had sensitive skin, dry skin, and other skin problems. (Female in her 30s)
・I have sensitive skin, so if I use something that doesn’t suit my skin, it causes redness, itching, scratching, and scarring. (Female in her 20s)
6th place was “low stimulus / additive free”.
It is meaningless if makeup irritates the skin, so many people want to choose products that are mild and gentle on the skin.

When we conducted a survey of 100 people, 29.0% of them answered that they would choose by color.
Also, as reasons for responding, there were many opinions such as that they wanted to choose a base color that matched their skin concerns, and that if they chose a colored base, they wanted to choose the correct color.
You can see that the effect of colored makeup bases on the skin varies greatly depending on the color.
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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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