J Cosmet Med.  2021 Jun;5(1):24-29. 10.25056/JCM.2021.5.1.24.

The effect of makeup behavior and makeup perception on makeup usage level before and during the COVID-19 pandemic

• Kim SH
• Kim EH

• KMID: 2561108
• DOI: http://doi.org/10.25056/JCM.2021.5.1.24

Abstract

Background
This study investigated the impact of perceptions on makeup behavior and levels of makeup use before and during the COVID-19 pandemic.
Objective
It is presumed that during the COVID-19 outbreak, due to the restrictions on meeting people, mandatory wearing of facial masks, and the spread of contactless culture, there may have occurred a change in the makeup behavior, makeup perception, and level of makeup use. However, no empirical study has been conducted on this topic. Hence, this study aimed to identify the effect of the COVID-19 pandemic on makeup use in female adults, using an empirical analysis method.
Methods
A survey was conducted on 245 female adults aged 18 years or older, residing in the Gwangju Metropolitan City. Empirical analysis was performed at a significance level of p<0.05, using the SPSS WIN 21.0 program. To identify general characteristics of survey respondents, a chi-squared test was performed, and to verify the feasibility of estimation tools, a factor analysis was conducted. To measure the level of reliability, Cronbach’s α coefficient was calculated. A paired samples t-test was used to determine the level of makeup use before and during the COVID-19 pandemic. Lastly, a multiple linear regression analysis identified the impact of makeup behavior and makeup perception on the makeup usage level before and during COVID-19.
Results
The analysis of difference in makeup usage before and after the pandemic began showed that makeup usage during the pandemic (mean=2.84) decreased from the pre-pandemic level (mean=3.59). It was also found that higher aesthetics, synchronism, and courtesy as subfactors of makeup behavior led to an increase in makeup usage during the pandemic. In addition, this study also confirmed that respondents with higher social achievement as a subfactor of makeup perception increased their makeup usage during the pandemic.
Conclusion
Overall, makeup usage during COVID-19 decreased compared to the pre-pandemic level, but respondents with higher aesthetics, synchronism, and courtesy, which are subfactors of makeup behavior, and those with higher social achievement, a subfactor of makeup perception, tended to wear more makeup after the pandemic began. These findings may be used as basic data for cosmetic marketing.

Keyword

factors of makeup behavior; makeup perception; makeup usage level