In a cafe, female college students' constant chatter goes on. One of them takes out a pouch to fix her makeup. Friends look around her cosmetics and apply them. And they say, "Is it good?" They never forget to talk about new cosmetics of ■■ brand. Naturally, the subject of chatting is changed into cosmetics.

'Cosmetic' accounts for a great part of subject in female college students' gossip. Cosmetic is 'Must Have Item' for women who are busy to decorate themselves, But today, cosmetic is not only to make up their face but also to boast their wealth. In addition, there is a stereotype 'The more expensive you pay, the better you can get.' How did people have a such awareness?

Expensive cosmetics were selling like hot cakes in Seoul department stores. It is amazing that people buy expensive cosmetics more than cheap cosmetics. This situation is called the 'Veblen Effect.' It means that although the price is expensive, demand isn't decreased by some exhibitionists or people full of vanity. If consumers don't have enough information about products, they judge products' quality by price. Also, consumers may have expectation that expensive cosmetics would cure their skin by a miracle as much as high price. Therefore, cosmetic companies would put a high price ridiculously because of consumers' vanity.

There are differences among products but most of cosmetic products' raw material proportion is 6~15% of the total. This research shows that high cost doesn't justify expensive component unless there isn't any actual comparison. We can't trust blindly the cost of high price products. Also, we can infer that though it includes high-priced ingredient, we don't know the practical ratio so we have to reconsider about it.

Recently, one TV program exposed the truth of makeup. According to it, for example, one of goods cost 450,000 won but actual expensive ingredient ratio is only 0.0006%. By this, we have to judge objectively. We have to know how much it contains good components, not whether it contains costly ingredients or not. Moreover, we have to think again about this simple thesis; including good ingredients means a good product.

Then what's the right method of choosing makeup products?

1. You have to tidy up your dressing table. Make a list of what you really need and buy only what you need.

2. Don't buy products impulsively because of friends or others' saying. You should grasp your exact skin type and purchase what fits your skin. In addition, 'what it contains' is not more important than 'if the component is suitable with you.'

3. You have to buy makeup products (except basis products) regarding the function and reasonable price.

From now on, you have to throw away your thinking that expensive products are good products. Brand-name products are just a product of profession, unique idea, science and receiving a favorable evaluation. Most of all, deciding which products to use, you have to keep in mind 'Choose your own cosmetic products!'

The reasons of high cost are bound to lots of marketing and brand-name. Major companies really spend a lot on marketing. Then they justify their high price by exaggerated advertisements which incites people's vanity. But you're not supposed to lose your own judgment due to being blinded by this. The reality of generalization (expensive products means good products) rationalizes this wrong social tendency of losing reason and becoming consumers with vanity. The phenomenon, gap of marketing funds means gap of awareness, consumers have to become wise and upright with objective decisions.