The Effects of Long-term Mask Wearing on Aesthetic Behavior: Focusing on the COVID-19 pandemic

Abstract

This study attempted to examine self-skin recognition and aesthetic behavior as well as providing basic data needed to develop strategies in preparation for the post-COVID-19 era in the beauty industry. For this, an online survey was performed among a total of 150 adult men and women aged 20 or older who have worn a mask regularly during the COVID-19 pandemic, and the results of the survey revealed the following: First, mask-wearing intention had a positive influence on mask-wearing experiences. Second, in self-skin recognition, mask-wearing revealed a significant effect on the recognition of causes of skin problems, but no significant influence was found in recognition of skin problem symptoms. Third, mask-wearing had a statistically significant effect on hygienic attitudes, but no significant influence on skin problem-solving attitudes or makeup application attitudes. Fourth, mask-wearing had a statistically significant effect on care-persistence behavior, but no significant influence on skin aesthetic consumption. Fifth, according to the analysis of differences in mask-wearing intention and experiences, self-skin recognition, aesthetic attitude, and aesthetic behavioral intention by gender, a statistically significant difference was found among all items. In terms of post-COVID-19 strategies in the beauty industry, this study suggests a necessity of promoting online education and consultation based on skin knowledge, introducing and improving service providers’ competencies, establishing hygienic environments, and developing new programs, which are difficult to implement at home.