Recognition and the development potential of mobile shopping of customized cosmetic on untact coronavirus disease 2019 period: Focused on 40's to 60's women in Seoul, Republic of Korea

Lee, Jinkyung; Kwon, Ki Han

BACKGROUND: Our research results will be helpful in the development of the K‐beauty customized cosmetics industry as well as consumers who are having difficulty in purchasing cosmetics due to the rapid transition to a non‐face‐to‐face society due to COVID‐19. OBJECTIVES: This paper attempted to investigate the recognition and development potential of customized cosmetics, focusing on mobile shopping in the era of COVID‐19 untact period. METHODS: The women included in the study consumer Seoul residence in the mobile shopping experience 40–60 targets for women 380 were the people. Statistical processing of data collected by the data analysis method is analyzed using the SPSS (Statistical Package for Social Science) WIN25.0 statistical package program through the process of data coding and data cleaning. RESULTS: As the untact era enters, the frequency of using non‐face‐to‐face mobile shopping for customized cosmetics is increasing, and it is believed to be deeply related to the level of interest in skin and recognition of customized cosmetics, such as the use of hands‐on apps that incorporate new technologies of the 4th industrial revolution. Looking at the Kaiser–Meyer‐Olkin to confirm the normality and validity of the population proved its validity. January 2020 (after COVID‐19 spread), the use of mobile shopping was increased. In the future, it was significantly higher to continue shopping for cosmetics using mobile devices p < 0.001. CONCLUSION: The present study focused on the recognition and development potential of customized cosmetics on mobile shopping in the era of COVID‐19 untact period. Our results suggested that the possibility of developing customized cosmetics through mobile shopping in the untact era after COVID‐19 will be endless, and it is believed that various marketing strategies will be supported in the future.