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The Motivation Behind Personal Grooming

In today's world, personal grooming has evolved from a mere aesthetic choice to a multifaceted practice influenced by age, gender, and income levels. A recent survey conducted by For-IT Co., Ltd., which operates the affiliate platform "afb," gathered insights from 1,193 participants aged 20 to 69 across Japan. The results reveal notable differences in grooming motivations and practices among different demographics.

Survey Background

With the growing awareness of personal appearance, the kinds of grooming activities individuals engage in can vary significantly depending on their personal values and life stages. From routine skincare and haircare to exercise and medical approaches, the options for grooming are diverse. This survey focused on individuals who acknowledged their commitment to personal grooming, asking them about their daily care routines and motivations.

Survey Overview

• - Participants: 1,193 individuals aged 20 to 69 who reported practicing daily grooming
• - Method: Online research
• - Date of Survey: November 18, 2025

The survey posed the question: "What types of grooming do you engage in regularly?" The choices included skincare, hair removal, dieting, hair growth treatments, nail care, exercise, and others.

Key Findings

Skincare Dominates

Results indicated that over 70% of respondents prioritized skincare as a crucial aspect of their grooming routine. Notably, when asked about their motivations for grooming, 51.4% indicated that boosting personal motivation was their primary reason. This was closely followed by a commitment to maintaining proper appearance and etiquette at 50.8%, while 18.1% acknowledged grooming as a means to appeal to the opposite sex.

Age-Based Differences

The motivations behind grooming reveal stark contrasts between younger and older generations. For individuals in their 20s, personal motivation and the desire to be viewed positively by peers were significant factors guiding their grooming choices. The emphasis on interpersonal evaluations suggests that appearance plays a vital role in social relationships and romantic endeavors for this age group. In contrast, older individuals, particularly those over 60, tended to view grooming more as a reflection of professionalism and social responsibility. In this age group, 72.1% identified proper grooming as essential for maintaining etiquette.

Gender Differences

The survey also highlighted gender-specific trends in grooming motivations. A notable 59.1% of women cited self-motivation as a primary reason for their grooming practices, signaling a strong connection between appearance and self-esteem. Women are increasingly seeing grooming as a way to enhance their well-being. On the flip side, men placed a greater emphasis on others' perceptions, particularly regarding romantic interest and business success. Male respondents were more focused on how grooming affects evaluations in professional settings.

Income-Related Trends

An analysis based on household income revealed that higher earners tended to view grooming as an act of self-investment. Among those earning over 10 million yen, 58.3% focused on personal motivation. Economic stability allows these individuals to approach grooming as a positive choice rather than an obligation. Conversely, among those earning less than 5 million yen, 14.0% noted that their grooming habits were purely habitual, suggesting a lack of strategic intent in their grooming practices.

Conclusion

The findings of this survey indicate that personal grooming is not a one-size-fits-all concept. Instead, it reflects various societal values shaped by age, gender, and income. While the motivations for grooming may differ significantly among individuals, engaging in grooming itself has become a standard practice for many. Whether driven by self-esteem, social appropriateness, or professional reputation, grooming plays a significant role in how individuals navigate their personal and professional lives. As the trend of prioritizing personal appearance continues to grow, it serves as a mirror reflecting the diverse values and lifestyles of today's society.

For more insights on this subject, visit afb.