The influence of Covid-19 on consumer behavior regarding makeup habits in Europe

Abstract

In 2020, the appearance of COVID has changed the daily life of consumers, forcing people to change their consumption habits in the face of this unprecedented situation.

Regarding make-up habits, it is clear that COVID has greatly changed the way consumers wear make-up on a daily basis. People wore much less make-up during the COVID period because of the mask, the confinement and the teleworking.

This thesis investigates the phenomenon of changing consumer behaviour on make-up habits since COVID in Europe and particularly in France and Belgium. However, it analyses this phenomenon downstream of the health situation since the health restrictions were lifted in 2022 and people have returned to normal life.

Firstly, a literature review was conducted to summarise the different existing theories on this phenomenon. Secondly, a qualitative study was conducted with semi-structured interviews with 14 make-up users to find out how they have changed their make-up habits since COVID.

This research completes the other research established beforehand. Nevertheless, it is beneficial for beauty brands as it allows them to better understand the new consumer behaviours on make-up and skincare that have emerged since the end of health restrictions. Brands will therefore be able to adapt accordingly.