COSMETICS CONSUMING BEHAVIORS OF VIETNAMESE WOMEN BEFORE AND DURING SOCIAL DISTANCE IN 2020-2021

Authors

  • Ho Thanh Nguyen Ho Chi Minh City International University

Keywords:

Cosmetics Consuming Behavior; Covid-19; Social Distancing; Vietnamese Women.

Abstract

The epidemic caused by COVID-19 has prompted several cities in Vietnam to impose social distance measures to contain the virus's spread, which has resulted in restrictions on people's freedom of movement and the opening of spas and cosmetics shops in 2020 and 2021. Aims: Study the changes in buying and using cosmetics of Vietnamese women, contribute cosmetics knowledge for consumers, and suggest solutions to help cosmetics businesses that had revenue trouble. Methods: The research applies qualitative methods like observations, interviews, and an online survey. The sample size includes five interviewees and twenty survey participants who are Vietnamese women aged 19 to 30 from Southern Vietnam. The author also uses thematic analysis, secondary data and data description to analyze consuming behaviors of cosmetic products before and during the epidemic. Findings and conclusion: The cosmetics consuming behaviors of Vietnamese changed during the social distance. Most Vietnamese women prefer to use skincare products more than makeup products. Suggested methods for cosmetics businesses like promotions or discounts, selling online, and public relations products by press, influencers or celebrities, workshops, etc. Other researchers can use this study for understanding deeper cosmetics consuming behaviors of Vietnamese women before and during pandemics, and cosmetics businesses can develop products and marketing strategies. It also contributes to the knowledge of cosmetics consuming behaviors of females.

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lumenlearning (2021). Principles of Marketing, module 7: Consumer behavior. Retrieved from https://courses.lumenlearning.com/wmopen- principlesofmarketing/chapter/reading-situational-factors/

pubrica academy (2021). How to write rational research. Retrieved from https://pubrica.com/academy/physician-writing/how-to-write-the-rationale-for- research/

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blog.boxme.asia (2021). Vietnam cosmetic market: Consumption trends for 2021. Retrieved from https://blog.boxme.asia/vi/thi-truong-my-pham-viet-nam-xu- huong-tieu-dung/

cbinsights.com (2021). Fourteen Trends Changing the Face of the Beauty Industry

In 2021. Retrieved from https://www.cbinsights.com/research/report/beauty- trends-2021/

chatuchak.vn (2020). Nhu cau su dung my pham cua phu nu Viet tang manh trong nam 2020. Retrieved from https://chatuchak.vn/tin-tuc/nhu-cau-su-dung-my-

pham-cua-phu-nu-viet-tang-manh-2020

Dacy Knight and Olivia Handcock (2022). 14 Beauty Products That Protect Your Skin From Blue Light Damage. Retrieved from https://www.byrdie.com/blue- light-skin-damage-4705424

ERIN CELLETTI (2022). Is Blue-Light Blocking Skincare Necessary? We

Investigate. Retrieved from https://www.byrdie.com/blue-light-skincare-4777514

kantar (2020). Beauty redefined: the keys to post-COVID growth. Retrieved from https://www.kantar.com/inspiration/coronavirus/beauty-redefined-the-keys-to- post-covid-growth

Leah Chernikoff (2020). Why It’s Totally Fine to Wear Makeup During a

Pandemic. Retrieved from https://time.com/5816846/coronavirus-makeup/

Luong Hanh (2020). Xu huong tieu dung my pham tai Vietnam 2020. Q&Me.net. Retrieved from https://marketingai.vn/bao-cao-xu-huong-tieu-dung-my-pham-tai- viet-nam-2020/

Mai Thanh Duy (2021). TOP 5 trang web kiem tra thanh phan my pham tot nhat hien nay. Retrieved from https://www.thegioididong.com/game-app/top-5-trang- web-kiem-tra-thanh-phan-my-pham-tot-nhat-hien-nay-1362440

moh (2020). Thu tuong chi thi: Cach ly toan xa hoi tu 0 gio 1/4 tren pham vi toan quoc. Retrieved from https://moh.gov.vn/hoat-dong-cua-lanh-dao-bo/-

/asset_publisher/TW6LTp1ZtwaN/content/thu-tuong-chi-thi-cach-ly-toan-xa-hoi- tu-0-gio-1-4-tren-pham-vi-toan-quoc

moit (2021). Mua sam qua mang thoi dich benh Covid-19 tien loi ma cung day rui ro. Retrieved from https://moit.gov.vn/tin-tuc/bao-chi-voi-nganh-cong- thuong/mua-sam-qua-mang-thoi-dich-benh-covid-19-tien-loi-ma-cung-da.html

myquang.vn (2021). Tinh Hinh Su Dung My Pham o Vietnam, Xu Huong Tieu Dung My Pham Tai Vietnam Nam 2020. Retrieved from https://myquang.vn/thuc- trang-su-dung-my-pham-o-viet-nam/

Premium Beauty News (2021). USA: What will post-pandemic beauty consumers look like? Retrieved from https://www.premiumbeautynews.com/en/usa-what- will-post-pandemic-beauty,18438

Q&Me.net (2021). How Covid-19 changed beauty care behavior in Vietnam. Retrieved from https://www.slideshare.net/asiaplus_inc/how-covid19-change- beauty-care-behavior-in-vietnam

Sarah Mooney (2021). The Effects of Packaging on Consumers' Buying Decisions. Retrieved from https://www.arka.com/blog/effects-packaging- consumers-buying-decisions

statista.com (2022). Import cosmetic value, beauty, make-up, skincare preparations products in Vietnam 2016-2020. Retrieved from https://www.statista.com/statistics/1260854/vietnam-import-value-cosmetic-and- skincare-products/

statista.com (2022). Revenue of the cosmetics market in Vietnam from 2012 to

, by segment (in million U.S. dollars). Retrieved from https://www.statista.com/forecasts/1259327/vietnam-revenue-segments- cosmetics-market

Tim Stobierski (2020). WILLINGNESS TO PAY: WHAT IT IS & HOW TO CALCULATE. Retrieved from https://online.hbs.edu/blog/post/willingness-to- pay

vietnamnews.vn (2020). The VN cosmetics market remains a magnet for foreign brands. Retrieved from https://vietnamnews.vn/economy/804387/vn-cosmetics- market-remains-magnet-for-foreign-brands.html

vnanet (2021). Dich COVID-19: Tp. Ho Chi Minh siet chat quan ly dich vu shipper. Retrieved from https://ncov.vnanet.vn/tin-tuc/dich-covid-19-tp-ho-chi- minh-siet-chat-quan-ly-dich-vu-shipper/52bedfdf-365e-4ff0-8f89-1debe4b76310

yourarticlelibrary.com (2022). Consumer Behavior: Meaning/Definition and Nature of Consumer Behavior. Retrieved from https://www.yourarticlelibrary.com/marketing/market-segmentation/consumer- behaviour-meaningdefinition-and-nature-of-consumer-behaviour/32301

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Published

2022-06-24

How to Cite

Nguyen, H. T. . (2022). COSMETICS CONSUMING BEHAVIORS OF VIETNAMESE WOMEN BEFORE AND DURING SOCIAL DISTANCE IN 2020-2021. International Conference on Industrial Revolution 4.0, 1(1), 17-56. Retrieved from https://journal.undiknas.ac.id/index.php/icfeb/article/view/3528