No abstract

This study attempted to investigate the influence of cosmetics purchase behavior on Makeup before and after the COVID-19 pandemic against college women, and the results found the followings: First, after the COVID-19 outbreak, base Makeup, color Makeup, lip Makeup, cheek Makeup and contour Makeup decreased while basic Makeup increased. Second, concerning the effects of cosmetics purchase behavior on Makeup before and after the COVID-19 pandemic, ‘trend-pursuing purchase’ and ‘conspicuous purchase’ had a positive influence on Makeup before the COVID-19 outbreak with statistical significance. In addition, ‘trend-pursuing purchase’, ‘brandoriented habitual purchase’ and ‘rational purchase’ revealed a positive effect on Makeup after the worldwide pandemic with statistical significance. In sum, college women’s cosmetics purchase behavior have had an influence on their Makeup before and after the COVID- 19 pandemic. It is anticipated that the study results would be helpful in developing sales strategies as basic data for cosmetics development and marketing.

This study attempted to unveil correlations among appearance satisfaction, psychological well-being, and interpersonal relationships among college students to contribute to the development of a mental health promotion program. Analysis results found the following: As satisfaction with body image and subjective appearance satisfaction increased, life's purpose also improved. In other words, with a higher appearance satisfaction, psychological well-being increased. Concerning the effects of appearance satisfaction on interpersonal relationships, as satisfaction with body image and appearance satisfaction increased, ‘satisfaction,’ ‘communication,’ and ‘intimacy’ improved, thereby forming positive interpersonal relationships. Regarding the influence of psychological well-being on interpersonal relationships, as psychological well-being improved, there was a greater possibility of maintaining a positive relationship with a good quality of life and a high level of intimacy. This study is meaningful because it confirmed that appearance satisfaction influences psychological well-being and interpersonal relationships in college students. However, this study was performed on students from a certain region only. Therefore, there should be further studies on more extensive populations.