Cosmetic industry: Changes in the consumer behavior and COVID-19 impact

• Autor(a) principal: Morais, Joana Paisana
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/27189
• topic: Cosmetics; Sustentabilidade -- Sustainability; Comércio eletrónico -- E-commerce; COVID-19; Comportamento do consumidor -- Consumer behavior; Digitalization; Indústria cosmética; Digitalização -- Scanning

With the emergence of the COVID-19 pandemic, the growing concern about all environmental problems and successively an increasingly significant evolution of the digital world, it became evident that consumer behaviour also observed a change. Since the cosmetics industry, too, was one of the most affected by all these changes, it was for this reason the main market of study for this thesis. In this way, variables such as sustainability, e-commerce, pandemic, cruelty-free, globalization and some others were analysed. The investigation objective of this research went through the analysis of the answers of 105 consumers and the careful reading and reflection of the answers given by four professionals from the cosmetic area to the interviews that were carried out. The results obtained allowed us to conclude that Covid-19 and E-commerce had an impact on the way the consumer started to act. In other words, there were many more people who started to buy products online, especially when it is a re-purchase and, on the other hand, the pandemic caused changes in the cosmetic categories, such as Make-up being left in the background and the skin care category to become much more important. Despite, Sustainability and Cruelty-Free did not have any kind of impact on the consumer behaviour, although there is a greater awareness from the consumer for more environmentally friendly products, we realize that at the actual time of purchase, the cheapest product is still chosen over the most sustainable one.