An Analysis of the Appearance Management Behavior of Generation MZ in the Post-Corona Era

Purpose: This study focused on generation MZ and the changes in their appearance management behavior following the outbreak of COVID-19. The purpose of this study was to design a paradigm model for the beauty behavior of Generation MZ after the spread of COVID-19.Methods: In-depth interviews among qualitative research techniques were used to examine the changes in the in-depth behavior and psychology of Generation MZ following the outbreak of COVID-19.Results: Generation MZ consumes cosmetics and set appearance management behaviors—along with the use of cosmetics as beauty routines—to solve beauty concerns caused by situational factors (such as COVID-19), thereby expressing an individual’s ideal appearance. Following COVID-19, Generation MZ had a variety of beauty concerns that differed from those prior to the outbreak. To solve these concerns, Generation MZ made changes, such as focusing on skincare and simplifying beauty routines. Following the conclusion of COVID-19, Generation MZ is planning appropriate levels of appearance management behavior, in consideration of the pre- and post-COVID-19 era.Conclusion: The appearance management behavior of Generation MZ has changed significantly since the COVID-19 outbreak. Detailed behavioral psychology has transformed as new beauty concerns have arisen following the spread of the virus. Therefore, it is necessary to plan a new cosmetics development and marketing strategy to satisfy the needs of Generation MZ during the pandemic.

The Effect of Regional Body Satisfaction on Appearance Interest of Female University Students in Vietnam

The recent economic affluence in Vietnam is leading to a growing interest in beauty. Especially, beauty-related industries, including cosmetic brands, beauty shops and spas are developing, beauty products are becoming more diversified and the interest in appearance is growing. Therefore, this study aims to examine Vietnamese female university students’ interest in physical appearance and the real state of their appearance management behaviors. As for the conclusion of the effect of regional body satisfaction on appearance interest, it can be seen that the higher the satisfaction with the face, the higher the interest in appearance in the northern region. In the central region, higher satisfaction with skin and face means higher interest in appearance. In the southern region, the higher the satisfaction with height, abdomen, weight, and upper body, the higher the interest in appearance. These results can serve as basic data for understanding of the consumer market and analysis of the consumer class in the beauty industry by showing aesthetic consciousness and appearance management behaviors of Vietnamese female university students, who are central consumers of the beauty industry. It is considered there is a need to analyze consumption behaviors, including consumption patterns of Vietnamese female university students in more detail, and further studies on aesthetic consciousness and appearance management behavior patterns among more various types of subjects should be carried out for application to the present beauty industry.

Moderating Effects of Educational Levels on the Relationship between Feminism Inclination and Appearance Management Behavior

This study purpose was investigates the effects of women's feminism on their appearance management behavior and analyzes the moderating effects of their education level between them, providing basic data to offer beauty services fit for the flow of the times. For this purpose, the investigator conducted an online survey with 580 adult women across the nation and collected data was analyzed with the SPSS 23.0 program in the general characteristics of subjects, descriptive statistics, reliability and correlations among the variables. Hypothetical models were examined in fitness and tested with the AMOS 21.0 program to build a final model. Multiple group analysis was performed to examine moderating effects according to education level. Stronger feminism had negative effects on the appearance management behavior of adult women and that the feminism had greater impacts on appearance management behavior according to a higher educational level. The findings of the study have huge implications for the current situation in which the Escape the Corset movement, which is to refuse pressure on women for their appearances, is observed among the public.

Moderating Effects of Educational Levels on the Relationship between Feminism Inclination and Appearance Management Behavior

This study purpose was investigates the effects of women's feminism on their appearance management behavior and analyzes the moderating effects of their education level between them, providing basic data to offer beauty services fit for the flow of the times. For this purpose, the investigator conducted an online survey with 580 adult women across the nation and collected data was analyzed with the SPSS 23.0 program in the general characteristics of subjects, descriptive statistics, reliability and correlations among the variables. Hypothetical models were examined in fitness and tested with the AMOS 21.0 program to build a final model. Multiple group analysis was performed to examine moderating effects according to education level. Stronger feminism had negative effects on the appearance management behavior of adult women and that the feminism had greater impacts on appearance management behavior according to a higher educational level. The findings of the study have huge implications for the current situation in which the Escape the Corset movement, which is to refuse pressure on women for their appearances, is observed among the public.