Effects of Covid-19 Skin Changes on Cosmetic Consumption Form -Focusing on adult men and women in their 20s and 50s-

Abstract

Since Covid-19, it has emerged with economic and psychological damage as a policy to curb virus fear and infection worldwide. In addition, the aesthetic industry is shrinking consumers' expectations and consumer sentiment due to the lockdown policy, and the demand for related cosmetics products is decreasing. As Covid-19 continues, as schools conduct online classes and companies conduct telecommuting, our daily lives are gradually changing to a non-face-to-face, untact method. In addition, due to this change in lifestyle, the untact method of the New Normal era is expanding online rather than offline, and as it is mandatory to wear a mask when going out, skin changes and cosmetics consumption changes affect consumer sentiment, skin changes, and cosmetics consumption patterns. This study was conducted to derive the following results. First, the difference in the type of cosmetics consumption according to the general characteristics of the survey subjects was significant in the type of practical cosmetics consumption according to sleep time and skin type. As for the sleep time, respondents who slept for more than 8 hours in order of 7 hours, 5 hours, 6 hours, and 8 hours or more had the lowest practical cosmetics consumption type. As for the skin type, the practical cosmetics consumption type of sensitive skin was the highest in the order of sensitive skin, acne skin, neutral skin, other, oily skin, complex skin, and dry skin, and the practical cosmetics consumption type of dry skin was the lowest. The difference in the form of hedonic cosmetics consumption according to skin type was significant, and the form of hedonic cosmetics consumption was high in the order of sensitive skin, complex skin, neutral skin, acne skin, oily skin, and other dry skin. Second, the correlation between skin change and cosmetic consumption pattern was high in the order of skin trouble, deterioration of dead skin condition, deterioration of moisture condition, and deterioration of oil condition. Third, the effect of skin change on cosmetic consumption patterns is found to have a significant effect on practical cosmetic consumption in the order of skin trouble, deterioration of moisture condition, and deterioration of oil condition. The effect of skin change on the form of pleasure cosmetics consumption was found to have a significant influence on the form of pleasure cosmetics consumption, which means that the more severe the skin trouble of skin change, the higher the form of pleasure cosmetics consumption. Therefore, the results of this study showed that hedonic consumption decreased and practical consumption increased compared to before Covid-19, indicating that skin change due to Covid-19 affects cosmetics consumption. However, this study conducted a survey on the effect of cosmetic consumption patterns and skin changes on cosmetic consumption patterns caused by Covid-19, so there will be limitations in generalizing. Therefore, it is expected that future research should be conducted in-depth to accurately determine the correlation between the consumption form and skin change caused by Covid-19 as various factors related to various variables.