Cosmetic Industry Sales During and After Covid-19

Abstract

Despite the COVID-19 outbreak being relatively controlled, the cosmetics industry faces significant implications from the rapid shift towards online sales channels, impacting consumer behavior. This paper aims to identify critical factors influencing consumers during the pandemic, encompassing changes in buying preferences and patterns, with potential insights for cosmetic product sales. The study uncovers that price becomes the primary determinant of consumer spending across pandemic stages, shifting from impulsive buying to more self-centered behaviors. The considerable impact of COVID-19 on consumer decision-making necessitates understanding their behavior and the epidemic’s effects to adapt sales strategies accordingly. These findings underscore the need for the cosmetics industry to fine-tune its digital efforts to cater to evolving consumer needs during and after the pandemic. By recognizing the importance of price and understanding the changes in consumer behavior, cosmetic businesses can tailor their sales approaches effectively, securing success in an ever-changing market. As the pandemic’s effects continue to linger, comprehending the evolving consumer landscape becomes critical for sustained growth in the digital era. This research offers valuable insights that can guide the cosmetics industry towards adapting and thriving amidst shifting consumer behaviors, ensuring a more resilient and prosperous future.

Keywords: consumer; cosmetic; covid-19; sales