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Cosmetics: What Do Bruneian Female Adults Believe?
Long Chiau Ming1,2, Nur Hafizah Raudhah Azmi1, Hui Poh Goh1
1Pengiran Anak Puteri Rashidah Sa'adatul Bolkiah Institute of Health Sciences, Universiti Brunei Darussalam, Gadong BE-1410, Brunei.
International Journal of Environmental Research and Public Health
|September 9, 2022
Summary
Bruneian women exhibit positive attitudes and safe practices towards cosmetic use. Social media significantly influences their cosmetic choices and information gathering.
Area of Science:
- Cosmetic Science
- Public Health
- Consumer Behavior
Background:
- Cosmetic products are widely used globally.
- Understanding user attitudes and practices is crucial for public health and industry.
- Limited research exists on cosmetic usage in Brunei Darussalam.
Purpose of the Study:
- To assess the attitudes of Bruneian women towards cosmetic usage.
- To evaluate the current practices related to safe cosmetic use among this demographic.
- To identify information sources influencing cosmetic purchasing decisions.
Main Methods:
- An online survey was distributed via social media (WhatsApp, Instagram).
- Target population: Female Bruneian citizens/residents aged 18-65 using cosmetics daily.
- Non-probabilistic snowball sampling was employed.
Main Results:
- 445 participants completed the survey.
- High agreement that cosmetics enhance appearance (87.8%) and self-confidence (91.1%).
- Significant correlation between cosmetic spending and attitudes towards safe use (p=0.001); no age/education effect.
- Good cosmetic safety practices observed; social media is a primary information source for nearly half.
Conclusions:
- Bruneian women demonstrate medium-to-high positive attitudes and high levels of safe cosmetic practices.
- Social media is the predominant source for cosmetic information, followed by social circles.
- Findings inform public health initiatives and cosmetic industry marketing strategies in Brunei.
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