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Changes in purchasing patterns in the beauty market due to Post-COVID-19: Literature review
Youngsil Ma1,2, Ki Han Kwon1
1Division of Beauty Arts Care, Department of Practical Arts, Graduate School of Culture and Arts, Dongguk University, Seoul, South Korea.
Background:
With online purchases' skyrocketing due to COVID-19, there has been a big change in the beauty products consumers' purchase.
Aims:
The purpose of this paper was to review the literature focusing on changes in purchasing patterns in the beauty market after COVID-19 pandemic.
Methods:
This review paper is a literature review, and the method is a narrative review.
Results:
The past and present purchasing of beauty products were rapidly changed. The cosmetics and many beauty products were increased purchasing rate due to marketing of Wanghong broadcasting. Also, the non-face-to-face market environment has expanded after COVID-19.
Conclusion:
As COVID-19 pandemic changes consumer values and lifestyle, its role and function are changing and its purchasing patterns are altered.
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