Proceedings of the International Conference on Sustainable Collaboration in Business, Technology, Information, and Innovation (SCBTII 2023)

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

Authors
Patricia Oxanna1, *, Mustika Sufiati Purwanegara1
1Bandung Institute of Technology, Bandung, Indonesia
*Corresponding author. Email: patricia_oxanna@sbm-itb.ac.id
Corresponding Author
Patricia Oxanna
Available Online 19 November 2023.
DOI
10.2991/978-94-6463-292-7_13How to use a DOI?
Keywords
Consumption Behavior Changes; Skincare; Makeup; COVID-19
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.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Sustainable Collaboration in Business, Technology, Information, and Innovation (SCBTII 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
19 November 2023
ISBN
978-94-6463-292-7
ISSN
2352-5428
DOI
10.2991/978-94-6463-292-7_13How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Patricia Oxanna
AU  - Mustika Sufiati Purwanegara
PY  - 2023
DA  - 2023/11/19
TI  - Analysis of Consumption Behavior Changes in Skincare and Makeup Category due to COVID-19 Pandemic
BT  - Proceedings of the International Conference on Sustainable Collaboration in Business, Technology, Information, and Innovation (SCBTII 2023)
PB  - Atlantis Press
SP  - 212
EP  - 239
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-292-7_13
DO  - 10.2991/978-94-6463-292-7_13
ID  - Oxanna2023
ER  -