J Cosmet Med.  2024 Jun;8(1):41-49. 10.25056/JCM.2024.8.1.41.

Effects of beauty college student’s appearance management behavior on self-esteem after COVID-19

• Han CY
• Kim YJ

• KMID: 2561194
• DOI: http://doi.org/10.25056/JCM.2024.8.1.41

Abstract

Background
The concept of beauty has gained widespread attention, heightening expectations for external health and attractiveness. Although physical appearance has become a significant social asset, the COVID-19 pandemic, marked by the normalization of mask wearing and reduced outdoor activities, has led to a decline in focus on appearance.
Objective
This study aims to analyze the correlation between appearance management behaviors and self-esteem among beauty major college students in the post-COVID-19 era.
Methods
This study conducted a survey targeting beauty major college students, and the data were analyzed using SPSS 25.0, which was validated at a significance level of 0.05.
Results
Analysis of appearance management behaviors among college students revealed that, for males, hair care behavior (M=3.66) was the most prevalent, while for females, makeup management behavior (M=3.61) was the most prevalent. Additionally, students majoring in makeup exhibited high levels of appearance management behaviors (M=3.61) and self-esteem (M=3.86). Examination of the impact of the independent variables indicated statistically significant positive influences.
Conclusion
Beauty majors showed higher self-esteem and increased engagement in hair, skin, makeup, and apparel management behaviors. However, the generalization of the findings may be limited to this specific group, emphasizing the need for ongoing research across various majors and age groups.

Keyword

COVID-19; outward appearance; self-esteem