Analysis of Consumption Behavior Changes in Skincare and Makeup Category due to COVID-19 Pandemic

Patricia Oxanna () and Mustika Sufiati Purwanegara
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Patricia Oxanna: Bandung Institute of Technology
Mustika Sufiati Purwanegara: Bandung Institute of Technology

A chapter in Proceedings of the International Conference on Sustainable Collaboration in Business, Technology, Information, and Innovation (SCBTII 2023), 2023, pp 212-239 from Springer

Abstract: Abstract The COVID-19 pandemic has profoundly impacted society, economy, and government regulations, leading to shifts in consumer behavior. This study focuses on changes in consumption behavior, particularly regarding skincare and makeup during the pandemic. An exploratory research approach involving open-ended questions and interviews was used, along with thematic analysis in NVivo and validation through E-Commerce data with descriptive statistics. Questionnaires were administered to people of all ages in the Java region, and interviews targeted skincare and makeup users aged 20 to 29. The findings highlight a unique situation in the health and beauty industries, with a rise in health-related products and a decline in skincare and makeup demand. Skincare gained significance due to its role in preserving skin conditions, while makeup saw reduced popularity due to mask-wearing. In conclusion, this research underscores the behavioral changes during COVID-19, and future marketing strategies should consider product diversification, collaboration, consultation, and educational programs in the health and beauty industries during natural disasters.

Keywords: Consumption Behavior Changes; Skincare; Makeup; COVID-19 (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-292-7_13

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