Beauty market

How COVID-19 Revolutionized Beauty Trends For Korean Millennials, Generation Z

The journal titled Changes in the live commerce of mobile shopping beauty in the COVID-19 pandemic focused on entertaining contents of the MZ generation in the Republic of Koreawas published in the Journal of Cosmetic Dermatology​.

Also known as the MZ generation, the researchers said it’s crucial for companies to clearly understand their changing consumer needs.

“As the unknown era enters, the frequency of using non-face-to-face mobile shopping for personalized cosmetics is increasing, and the use of mobile shopping in January 2020 (after the spread of COVID-19) using a tool practical app integrating the new technology of the 4th industrial revolution is multiplying.

“This situation is centered on the MZ generation, which has emerged as a new consumer in a market that values ​​individual taste and individuality. Generation MZ, collectively referred to as Generation Y and Generation Z, is leading to a new cultural and social phenomenon. In an ever-changing world, they consume content using videos or media rather than text and photos,”says the team.

In June 2021, researchers used the narrative review method to document changes in mobile shopping on live e-commerce for beauty during the pandemic.

Keywords used to browse databases like PubMed, Google Scholar, Scopus and ResearchGate were, for example, “Covid Mobile Shopping”, “Covid MZ Generation”, “Covid Live Commerce” and “Fun Content”.

A total of 398 articles were found, but it was reduced to 40.


The results showed significant changes in the beauty market due to COVID-19, which could be categorized into four areas: changes in the beauty market, increase in mobile shopping, growth in live beauty commerce streams and preference for fun content among the MZ generation.

Changes in the beauty market have been noted in many studies, such as Gül Ü’s study on skin lesions and outcomes and Darlenski R. and Tsankov N.’s survey on face mask wearing and dermatological conditions.

A strong increase in mobile purchases was recorded, especially by the article written by Song Nieun et the Korean Journal of Business Administration​, while the growth​ of live beauty e-commerce streaming has been studied by researchers Lee Hye-Jun and Sung Youl Hong for the Journal of Cultural Product and Design​.

According to the review, Generation MZ preferred fun content over basic text and photos. This sentiment has been proven by several studies, such as Hae Moon Lee, Jin Min Rhie and Young Soon Jang’s article and Choi Ki’s research on the motivation to use live trading based on the shift in remote consumer culture. .

After further analysis, smartphones have attempted to fill the void and activate the mind for pleasure, leading consumers to prefer pleasure-oriented products.

The researchers used the implicit association test to show the association between smartphones and pleasure. Therefore, the review could determine consumers’ preference for pleasure.

Customer modeling studies in e-commerce were also reviewed using system models to describe the flow of information between various platforms, customers, stores, and web technologies.

Typically, a customer walks into a store and makes several decisions, such as browsing, purchasing, payment, and stocking. However, a support design is needed in the artificial environment to enable decision making. The process should be fun and the workflow natural to attract customers.

Based on the structure of live beauty business, entertainment components have been categorized into interaction, cognition, achievement, and feeling. The team analyzed differences in the effect of each factor on viewer attitude, cognition, emotion, behavior, and intent for continued use.

Emotional and behavioral factors were found to affect their intention for continued use.

In conclusion, this narrative review focused on the fun content provided to the MZ generation in Korea. It has been empirically analyzed in the context of this generation, who are the primary consumers of e-commerce.

This document could serve as a basis for the marketing planning of companies wishing to follow new market changes and understand consumers in the cosmetics industry.

Source:​ Journal of Cosmetic Dermatology

DO I:​ 10.1111/jocd.14442

“Changes in the live commerce of mobile shopping beauty in the COVID-19 pandemic have focused on entertaining contents of the MZ generation in the Republic of Korea.”

Authors:Lee Jinkyung et al.