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

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.