Resilience in Radiance: Analyzing the International Makeup Industry’s Export Competitiveness Amidst the COVID-19 Pandemic

Fahima Islam () and Debanjan Das
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Fahima Islam: West Virginia University
Debanjan Das: West Virginia University

International Journal of Global Business and Competitiveness, 2024, vol. 19, issue 2, No 2, 96-107

Abstract: Abstract The international makeup industry has demonstrated remarkable resilience and growth, experiencing an almost 15% increase from 2018 to 2022. Despite facing colossal disruptions triggered by the unprecedented challenges of the COVID-19 pandemic, it remains recognized as one of the fastest-growing industries. This study aims to understand the impact COVID-19 had on the makeup industry and the changes to the trade patterns for the top makeup exporting countries. CAGR, Market Share, RCA, and NRCA analyses of the UN Comtrade data for the period 2018 to 2022 were conducted, with a focus on four- and six-digit HS categories to measure the countries' deep-rooted export advantages. Makeup exports in France experienced the most significant impact from COVID-19, with a decline of 10.36% from 2019 to 2020. The findings from product level comparison with market share, CAGR, RCA, and NRCA revealed that France lost its competitive advantage during the pandemic, whereas Asian countries capitalized on France’s export decline. In essence, this research offers an up-to-date and comprehensive analysis of makeup exporting countries, which can be helpful for policymakers, manufacturers, and retailers worldwide related to this industry.

Keywords: Makeup; Cosmetic; RCA; NRCA; CAGR; Market share; Competitive advantage (search for similar items in EconPapers)
JEL-codes: F14 (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s42943-024-00095-5

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