Beauty Shop Research Articles

Polychlorinated Biphenyl Levels and Associated Health Risks in Indoor Atmosphere of Beauty Salons

Exposure to high concentrations of Polychlorinated Biphenyl (PCBs) has negative impacts on human wellbeing and the climate. This study determined the concentration, sources and health risks of PCBs in selected beauty shops in Ilorin, Kwara state. Air samples from fourteen beauty salons were taken using Solvent-Impregnated Polyurethane Foam (SIP-PUF) passive samplers for 30 days. The concentration of PCBs was determined with Gas Chromatography-Mass Spectrometry (GC–MS) operated in a Selected Ionization Mode (SIM). The health risk assessment of the PCBs was estimated using the Toxicity Equivalence Quotient (TEQ), Incremental Life Cancer Risk (ILCR), and Hazard Quotient (HQ) prescribed by United State Environmental Protection Agency (USEPA). The Positive Matrix Factorization (PMF) method was used in the source apportionment study. The average concentration of the PCBs ranged from 0.11–3.32 µg/m3 . The average TEQs for the PCBs in the beauty salon ambient air ranged between 2.96 × 10−1 - 9.30 × 10−1 ng WHO-TEQ/m3 . ILCRs and HQs estimated for the beauty shops considered were lower than 10-6 and 1 (USEPA set limit) for both adults and children. Eight factors were identified to be associated with the PCB sources; the most predominant sources are combined paint and pigment and mixed sources, which accounted for 20.08 and 28.91% of the total PCBs, respectively.

Pengaruh Brand Image dan Brand Trust Terhadap Brand Loyalty Produk Hand & Body Lotion Citra (Studi Pada Followers Akun Shopee Unilever Beauty Shop)

This research aims to determine and analyze the influence of brand image and brand trust on brand loyalty of Citra hand & body lotion products (Study on followers of the Unilever Beauty Shop shopee account). This research uses a quantitative type of research. Variable measurement in this research uses a Likert scale. The population in this study are followers of the Unilever Beauty Shop Shopee account. The sample taken in this research was 100 people using purposive sampling technique. Data collection in this research used a questionnaire. This research uses SPSS for Windows version 29. The results of the research show that Brand Image and Brand Trust have a significant effect on Brand Loyalty, Brand Image has a significant effect on Brand Loyalty and Brand Trust has a significant effect on Brand Loyalty.

The Impact of Career Orientation of Beauty Salon Workers on Transfer Motivation: Focused on the Moderating Effect of Organizational Support

Purpose: In this study the impact of beauty shop workers’ Career Orientation on Transfer Motivation was analyzed with organization support as a moderating effect.
 Method: This study looked at previous studies on each variable based on domestic and foreign research papers and books, and analyzed a total of 310 valid questionnaires using beauty shop workers as the population. Statistical processing was performed using the statistical analysis package SPSS v.23. Frequency analysis was conducted to determine the demographic characteristics of the study subjects, and Cronbach's evaluation of internal consistency was conducted to determine the reliability of the questions on Career Orientation, Transfer Motivation, and organizational support. Reliability analysis was conducted using the Alpha coefficient. The comprehensive influence relationship forming the causal relationship between the variables presented in the research model was conducted through multiple regression analysis and controlled regression analysis.
 Results: The above analysis results are summarized as follows.
 First, the impact of Career Orientation on Transfer Motivation is that among the Career Orientation factors, Organizational Orientation (Organizational Orientation) and Professional Orientation (Professional Orientation) are It was found to have a positive (+) direction on Transfer Motivation. In other words, as Organizational Orientation and Professional Orientation among Career Orientation factors increase, Transfer Motivation also increases.
 Second, among Career Orientation factors, it was verified that Professional Orientation has the greatest influence on Transfer Motivation.
 Third, organizational support was found to moderate the effect of Career Orientation on Transfer Motivation.
 Among the Career Orientation factors, organizational support was adjusted to have a lower impact on Transfer Motivation the higher the Organizational Orientation, and the higher the Professional Orientation, the higher the Transfer Motivation. It was verified that the effect on (transition motivation) was adjusted to increase.
 Conclusion: This study provides basic data to improve the capabilities of employees through the organization's continuous support for organizational members and to facilitate human resource management so that they can directly contribute to organizational performance. As a result, the turnover rate of beauty shop workers can be reduced and individual capabilities can be strengthened. I hope that it can be put to good use.

A Study on the Characteristics of Beauty Shop Choice, and the Influence and Moderating Effect of Beauty Consumption Value on the Behavioral Intention to Use Beauty Services of M and Z Generation

A Study on the Characteristics of Beauty Shop Choice, and the Influence and Moderating Effect of Beauty Consumption Value on the Behavioral Intention to Use Beauty Services of M and Z Generation

The Effect of Beauty Shop Service Quality on Revisit Intention

Purpose: The competitive environment of the beauty service industry entered into fierce competition due to factors such as the opening of the service industry and the diversification, advancement, and multi-attributes of the economy. Consumers choose a store with a wide variety of needs and thoughts, and their intention to reuse is determined by the behavior of internal customers they meet at one-on-one contact points with customers. The purpose of this study is to suggest a way to become a competitive beauty shop by providing better service to customers by confirming the relationship between service quality, customer satisfaction, and revisit intention through empirical analysis. Method: In this study, prior research and empirical research were conducted in parallel for the purpose of the study, and a research model was established based on the existing prior research. In order to verify the validity of the research model, 500 copies were finally used for empirical analysis using an online survey method centered on female users who visited domestic beauty shops (hair, skin, nail, makeup). Statistical analysis was performed using programs (SPSS 23.0, AMOS 23.0) as an analysis method, and statistical methods such as frequency analysis, cross-tabulation, factor analysis, variance analysis, and structural equations were analyzed and processed. Results: First, as a result of analyzing the difference in service quality according to age, it was found that response, empathy, materiality, and reliability factors were statistically different. Response, empathy, and reliability were high in the 40s, and materiality was high in the 20s. Second, as a result of analyzing the difference in service quality according to the most used beauty shop, it was found that there was a difference in the empathy factor. As a result of the post-hoc test, there were differences in makeup, skin care, and nail beauty, and the empathy of skin care and nail beauty was analyzed to be higher than makeup. Third, as a result of analyzing the differences in the Revisit Intention factor according to the Most used beauty shop, the Revisit Intention factor was statistically significant, and it was analyzed that the Revisit Intention of nail beauty was higher than that of makeup. Fourth, as a result of examining the extent to which service quality factors using AMOS affect overall Revisit Intention, among service quality factors, reliability has the greatest impact, and response, empathy, materiality, and professionalism do not directly affect Revisit Intention. Conclusion: Customers who visit beauty service companies today have a variety of needs, and it has become competitive to derive customer satisfaction with more delicate consideration. It can be seen that the improvement of overall ser-vice quality has a direct effect on Revisit Intention, and it was found that customers revisit due to reliability. Due to the nature of the beauty industry, which relies heavily on human resources, research on how it will affect customers' Revisit Intention is expected to provide many implications for strengthening the competitiveness of the beauty industry in the future.

The Impact of One-person Beauty Shop’s Brand Personality and Brand Benefits on Customer Loyalty

The purpose of this study was to examine the impact of a personal beauty shop’s brand personality and brand benefit on customer loyalty, and a frequency analysis of the demographic characteristics was conducted using the SPSS 26.0 statistical program. The reliability and validity of brand personality, brand benefit and customer loyalty were analyzed, and to examine the influential relation between variables, a multiple regression analysis was conducted. Based on the study results, regarding the impact of a personal beauty shop’s brand personality and brand benefit on customer loyalty, it was confirmed that there was a significant impact among first, practical/modern factors serving as the sub-factors of brand personality, second, functional/emotional factors serving as the sub-factors of brand benefit, and third, customer loyalty. Therefore, it is thought that branding effects capable of enhancing a beauty shop’s brand personality is important.

Effect of the Hair Beauty Shop Store Attributes on Relationship Quality and Revisit Intention

This study aims to improve the service quality of beauty shops by identifying the causal relationship between store attributes, relationship quality, and revisit intention of hair beauty shops, and to contribute to strengthening marketing strategies for customer satisfaction management and increasing sales. To analyze the survey data, a survey was conducted targeting customers who used hair beauty shops located in Gwangju Metropolitan City, and 263 copies were used in the final analysis. As a result of analyzing the collected data using the SPSS 25.0 statistical package program, it was found that service expertise, price, store atmosphere, and sales promotion of hair and beauty shop store attributes had a significant impact on customer satisfaction, and the service of store attributes was found to have a significant impact on customer satisfaction. Professionalism, price, and store location convenience were found to have a significant impact on immersion, trust, and revisit intention. Additionally, customer satisfaction, trust, and commitment in relationship quality were found to have a significant impact on revisit intention. As a result of the above results, it can be seen that hair beauty shop customers are influenced by relationship quality and revisit intention through factors such as service expertise, price, and store location convenience. Based on these results, the hair beauty shop is strengthening its service expertise. It requires efforts for self-development and service quality, and suggests management and marketing strategies that can increase customer satisfaction by setting appropriate prices.

Effects of Human Service Qualities of Waxing Beauty Professionals on the Perceived Values and Emotional Response of Customer

Owing to the necessities like beauty, hygiene, and health, waxing is settled down as beauty service that could immediately satisfy customers’ interest and needs. Thus, this study could be helpful for establishing high-dimensional service strategies through the perception of customer service, customers’ valuation, and their emotional response for competitive advantage of the waxing industry, by understanding the effects of human service qualities of waxing beauty professionals on the perceived values and emotional response. From January 8, 2024 to February 2, 2024, A total of 332 copies of valid data were collected from adult men and women who had experienced receiving waxing beauty services from experts at waxing beauty shops in Seoul and the metropolitan area. The collected data were analyzed using the SPSS 25.0 program. And Frequency analysis, Exploratory factor analysis, Cronbach’s α, Correlation analysis, Multiple regression analysis were conducted. The results of this study are as follows. First, the human service qualities of waxing beauty professionals had significant effects on the perceived values. Second, the human service qualities of waxing beauty professionals had significant effects on emotional response. This verifies that the emotional, social, and economic values felt by consumers are improved when the reliability, empathy, and tangibles of human service qualities of waxing beauty professionals are higher. And they also have positive effects on emotional response.

Peran Instagram dalam Pemasaran Alat Kecantikan pada Akun @MISSGLAM_ID

Social media causes changes in the marketing context, especially in terms of promotion that makes the creation of online businesses. Instagram is one of the most popular social media. Instagram is a social media that helps businesses market products online. This research focuses on Miss Glam, a beauty shop that sells a variety of beauty products and uses Instagram as a means of communication in marketing products. The purpose of this study is to determine the role of Instagram in marketing beauty tools on the @missglam_id account. This research uses the AIDA theory, which can be used to examine how Instagram plays a role in marketing. This research uses qualitative methods with data collection techniques in the form of interviews and journal literature reviews. The results of this study, based on informants from 5 people (1 admin of the @missglam_id Instagram account and 4 followers account), show that the role of Instagram in marketing beauty products on the @missglam_id account is very effective, both in terms of Instagram features and interaction with followers.TRANSLATE with x EnglishArabicHebrewPolishBulgarianHindiPortugueseCatalanHmong DawRomanianChinese SimplifiedHungarianRussianChinese TraditionalIndonesianSlovakCzechItalianSlovenianDanishJapaneseSpanishDutchKlingonSwedishEnglishKoreanThaiEstonianLatvianTurkishFinnishLithuanianUkrainianFrenchMalayUrduGermanMalteseVietnameseGreekNorwegianWelshHaitian CreolePersian // TRANSLATE with COPY THE URL BELOW Back EMBED THE SNIPPET BELOW IN YOUR SITE Enable collaborative features and customize widget: Bing Webmaster PortalBack//

Analısıs Kualıtatıf Rhodamın B pada Perona Mata (Eyeshadow) yang Beredar dı Toko Kosmetık Kota Tarakan

Both adults and teenagers often use eyeshadow as a common cosmetic. The paint and textile industry often uses a red synthetic dye known as rhodamine B. Apart from having carcinogenic properties, continued use of rhodamine B can cause liver problems and gastrointestinal irritation which has the potential to hurt health. This research aims to answer the problem, of whether or not eyeshadow preparations sold in Tarakan City beauty shops contain Rhodamine B. The method in this research uses a wool thread technique and a rhodamine B rapid test kit to carry out qualitative analysis using eleven samples. The results showed that of the eleven eyeshadow samples examined at the Tarakan City cosmetics shop, three samples experienced a color change from red to dark red or purplish. Two of the eyeshadows are not registered, while one is registered with BPOM. Based on these findings, it can be concluded that three of the eleven eyeshadow samples tested positive for rhodamine B.

ANALYSIS OF SHARE PRICES OF NYKA AND PAYTM AFTER THEIR IPO

This article compares and contrasts the post-IPO experiences of two of India's most prominent software businesses, Nykaa and Paytm. Both companies made grand entrances to the stock market under tremendous anticipation in India's technology sector. However, their subsequent trajectories couldn't have been more dissimilar. Nykaa is a well-known online beauty shop, and its stock price has been rising recently. This is due in large part to the company's famous brand, growing customer base, and increasing presence in the Indian beauty market. In contrast, digital payments provider Paytm's share price has dropped significantly since its IPO. Possible reasons include pessimism regarding its profitability, intense competition among fintech firms, and the overall decline in IT stock values. This report sheds light on the key success factors for recently listed companies in the Indian market. It highlights the need of not only riding the boom of a particular industry, but also of having strong foundations and a long-term plan. Keywords: IPO, Nykaa, Paytm, Share Price Performance, Indian Tech Sector

Expectation Disconfirmation, Ideal Point and Kano Models of Customer Satisfaction: A Comparison

This article compares three customer satisfaction models: expectation disconfirmation, ideal point, and Kano. It depicts the details of the three types of satisfaction stochastic models. A beauty shop's e-commerce database is used as empirical data for parameter estimates and model comparisons. The model calibration uses both root-mean-square deviation (RMSD) and the Chi-square test. The results demonstrate that the expectation disconfirmation model has the maximum fitness in the RMSD index, but the lowest goodness of fit in the Chi-square test. In contrast, the ideal point model produces opposite findings on the RMSD index and the Chi-square test. The expectation model, which has a larger number of parameters than the other two models, can be used for elastic changes to explain varied situational elements of pleasure, but it also requires more data to be stable. However, the ideal point model has a simpler structure than the other two models. There is only one parameter to estimate, which makes it easy to apply. However, it is less accurate than the other two models when measuring dynamic satisfaction.

뷰티 전문가의 매력자본이 고객의 관계품질 및 재구매의도에 미치는 영향

The purpose of this study is to investigate the relationship between customer satisfaction, relationship quality, and repurchase intention between beauty experts' erotic capital as perceived by customers and to empirically analyze the mediating effect of customer satisfaction. The survey was conducted on 250 customers who visited beauty shops in the Seoul and Gyeonggi metropolitan areas and experienced beauty services, and data were collected through a structured questionnaire. The results derived through a series of research procedures are as follows. First, First, the attractive capital of beauty experts was found to have a statistically significant positive (+) effect on customer satisfaction and relationship quality. Second, beauty experts' customer satisfaction was found to have a statistically significant positive (+) effect on relationship quality and repurchase intention. Third, Customer satisfaction was found to have a statistically significant partial mediating effect in the relationship between the beauty expert's erotic capital as perceived by beauty consumers and repurchase intention.

Pengaruh Brand Image dan Influencer Marketing terhadap Keputusan Pembelian Produk Scarlett Whithening di Toko Kosmetik Beauty Shop Seririt

The objective of this research is to investigate the influence of (1) brand image and influencer marketing on purchasing decisions, (2) brand image on purchasing decisions, and (3) influencer marketing on purchasing decisions for Scarlett whitening products at the Beauty Shop Seririt cosmetics store. The employed methodology is characterized by a quantitative approach with a causal research design. The focus of the study pertains to the examination of the relationship between brand image and influencer marketing as independent variables and their impact on purchasing decisions as the dependent variable. The study's participants consisted of 100 individuals who were consumers of Scarlett whitening products. The information was collected by administering a questionnaire and then analyzed using various methods of multiple linear regression. The findings of the research indicate that: (1) The impact of brand image and influencer marketing on consumer purchasing decisions is noteworthy. (2) The impact of brand image on consumer purchasing behavior is both substantial and favorable. (3) The utilization of influencer marketing has been found to have a noteworthy and favorable impact on consumer purchasing behavior

The Effects on the Satisfaction and Behavioral Intention for Beauty Service Quality Risk Perception Factors of MZ Generation

This study investigated the degree of influence of risk factors on beauty service quality on satisfaction with beauty service quality and intention to use beauty shops among MZ generation women in Daejeon, Chungcheong province. The results are as follows. The risk perception of beauty service quality was similar for both Generation M and Generation Z, and no statistical significance was found. In satisfaction with beauty service quality, Generation M was found to be slightly higher than Generation Z in physical, economic, performance, and service quality. The perception of intention to use beauty shop services was similar between Generation M (M=4.24) and Generation Z (M=4.12), and there was no statistically significant difference. Technical, physical, economic, performance, and environmental risk perception, which are sub-areas of beauty service quality risk perception, had a negative correlation with service quality satisfaction and beauty shop service use behavior intention. The sub-area of beauty service quality satisfaction was found to have a positive correlation with the behavioral intention to use beauty shop services. In addition, in the impact of beauty service quality risk perception on beauty service quality satisfaction, technical, performance, and environmental risk perception were found to have a significant negative influence. In the impact of beauty service quality risk perception on the intention to use beauty shop services, technical and environmental risk perception were found to have a significant negative influence. In the impact of service quality satisfaction on the intention to use beauty shop services, technical, performance, and environmental satisfaction were found to have a significant positive(+) effect, and physical satisfaction was found to have a significant negative(-) effect. Therefore, it is believed that the results of this study can be used not only as basic data for research in this field, but also as data for marketing strategies.

The Consumption Orientation Level and Behavioral Intention of Beauty Shop According to the Pandemic Era Risk Perception and the Measures for Vitalizing the Service Industry

The ultimate purpose of this study is to present the differentiated strategies of the beauty service industry by drawing the vitalization measures for its new operation and development into the high-value added industry in the changed time flow of the pandemic era. Total 756 questionnaires were used for the final analysis. The collected data was analyzed by using the SPSS 22.0 Statistical Program and AMOS 22.0 Statistical Program. First, the risk perception had significant effects on consumption orientation. Second, the direct effects of risk perception on behavioral intention were not statistically significant while there were indirect effects of mediating the consumption orientation. Third, the direct effects of risk perception on selection attributes were not statistically significant while there were indirect effects of mediating the consumption orientation. Fourth, the consumption orientation had significant effects on behavioral intention. Fifth, the consumption orientation had significant effects on selection attributes. Sixth, the behavioral intention had significant effects on selection attributes.

The Effect of Hair Beauty Shop Customers' Perception of General Risks and Beauty Shop Risks on Consumer Sentiment

Purpose: As the COVID-19 pandemic began, the concepts that have been used in Korean society are “With Corona” and “Post Corona.” In Korea, social distancing and mask wearing were mostly lifted, but the sense of crisis did not disappear. As consumer sentiment shrank, productivity decreased, and the entire industry was af-fected, the beauty industry (mainly face-to-face services) is also subject to many negative effects. Consumer sen-timent appears irrational and rationally regulates consumption habits. The general risk perception and beauty shop risk perception of COVID-19 were set as factors that affect consumer sentiment of hair beauty service con-sumers. This study aims to provide basic data to present a differentiated strategy that is different from other service fields for the development of the beauty industry. Method: The data of this study were statistically analyzed using SPSS 25.0, and first, an exploratory factor analysis was performed to analyze the validity of the measurement tool. Reliability was analyzed using Cronbach's alpha coefficient. Frequency analysis and descriptive statistical analysis were performed, and chi-square test and multiple regression analysis were performed. Results: Social and environmental risk and economic risk, sub-factors of general risk perception, appeared to have a significant positive (+) effect on consumer sentiment, and human risk, a sub-factor of beauty shop risk perception, had a significant negative (-) effect on consumer sentiment. Was found to have an effect on In other words, it can be said that the higher the social and environmental risk and economic risk, sub-factors of general risk perception, the higher consumer sentiment, and the higher the human risk, the sub-factor of beauty shop risk perception, the lower consumer sentiment. Economic risk (β=.290, p<.001), human risk (β=-.231, p<.01), and social and environmental risk (β=.118, p<.05) affects consumer sentiment in the order has been shown to affect. Conclusion: ‘Presence of regular beauty shops’, ‘Beauty shop selection criteria’, and ‘Reason for reduction in beauty expenditure and items after COVID-19’ according to the age and gender of research subjects differ. There-fore, different marketing methods should be sought for each generation or gender. Since the relationship be-tween risk perception and consumer sentiment has been revealed, it can be utilized to help recover and improve hair beauty shop business in the future.

The Effect of Hair Beauty Shop Customers' Perception of General Risks and Beauty Shop Risks on Consumer Sentiment

Purpose: As the COVID-19 pandemic began, the concepts that have been used in Korean society are “With Corona” and “Post Corona.” In Korea, social distancing and mask wearing were mostly lifted, but the sense of crisis did not disappear. As consumer sentiment shrank, productivity decreased, and the entire industry was af-fected, the beauty industry (mainly face-to-face services) is also subject to many negative effects. Consumer sen-timent appears irrational and rationally regulates consumption habits. The general risk perception and beauty shop risk perception of COVID-19 were set as factors that affect consumer sentiment of hair beauty service con-sumers. This study aims to provide basic data to present a differentiated strategy that is different from other service fields for the development of the beauty industry. Method: The data of this study were statistically analyzed using SPSS 25.0, and first, an exploratory factor analysis was performed to analyze the validity of the measurement tool. Reliability was analyzed using Cronbach's alpha coefficient. Frequency analysis and descriptive statistical analysis were performed, and chi-square test and multiple regression analysis were performed. Results: Social and environmental risk and economic risk, sub-factors of general risk perception, appeared to have a significant positive (+) effect on consumer sentiment, and human risk, a sub-factor of beauty shop risk perception, had a significant negative (-) effect on consumer sentiment. Was found to have an effect on In other words, it can be said that the higher the social and environmental risk and economic risk, sub-factors of general risk perception, the higher consumer sentiment, and the higher the human risk, the sub-factor of beauty shop risk perception, the lower consumer sentiment. Economic risk (β=.290, p<.001), human risk (β=-.231, p<.01), and social and environmental risk (β=.118, p<.05) affects consumer sentiment in the order has been shown to affect. Conclusion: ‘Presence of regular beauty shops’, ‘Beauty shop selection criteria’, and ‘Reason for reduction in beauty expenditure and items after COVID-19’ according to the age and gender of research subjects differ. There-fore, different marketing methods should be sought for each generation or gender. Since the relationship be-tween risk perception and consumer sentiment has been revealed, it can be utilized to help recover and improve hair beauty shop business in the future.

The Effect of Beauty Management Behavior of Beauty Shop Customers on Consumer Sentiment Since COVID-19

Purpose: Currently, beauty shops are experiencing a crisis of survival due to a decrease in customers due to COVID-19, but research on their survival is lacking. The purpose of this study is to find out how modern people's beauty management behavior due to COVID-19, the social anxiety we are facing affects consumer psychology. Through this, beauty service consumers suffering from COVID-19 seek ways to improve consumer sentiment to use beauty services and reflect this to help prepare countermeasures and establish marketing strategies to cope with the difficulties of industry (mainly face-to-face services) due to COVID-19. hope it can be a resource. Method: The data of this study was an online survey targeting men and women who had experience of using beauty shops nationwide. The data were statistically analyzed using SPSS 25.0, and first exploratory factor anal-ysis was performed to analyze the validity of the measurement tool. Reliability was analyzed using Cronbach's alpha coefficient. Frequency analysis and descriptive statistical analysis were performed, and regression analysis was performed. Results: All hypotheses of this study were accepted. Beauty management behavior had a significant impact on consumer sentiment. Beauty management behavior had a significant effect on safety expectations. Beauty management behavior had a significant effect on psychological compensation. Beauty management behavior had a significant impact on service expectations. Conclusion: The results of this study can be said to verify the relationship between beauty management be-havior and consumer psychology. Since beauty management behavior has been verified as a factor that enhances consumer emotion, it is important to stimulate individual beauty management behavior. Information on active beauty management behaviors using offline and online to meet consumption patterns and individual needs nec-essary to activate beauty management behaviors, prepare improvement and measures for intergenerational in-terest and rapidly changing beauty management behaviors should be provided to consumers.

The Effect of Beauty Management Behavior of Beauty Shop Customers on Consumer Sentiment Since COVID-19

Purpose: Currently, beauty shops are experiencing a crisis of survival due to a decrease in customers due to COVID-19, but research on their survival is lacking. The purpose of this study is to find out how modern people's beauty management behavior due to COVID-19, the social anxiety we are facing affects consumer psychology. Through this, beauty service consumers suffering from COVID-19 seek ways to improve consumer sentiment to use beauty services and reflect this to help prepare countermeasures and establish marketing strategies to cope with the difficulties of industry (mainly face-to-face services) due to COVID-19. hope it can be a resource. Method: The data of this study was an online survey targeting men and women who had experience of using beauty shops nationwide. The data were statistically analyzed using SPSS 25.0, and first exploratory factor anal-ysis was performed to analyze the validity of the measurement tool. Reliability was analyzed using Cronbach's alpha coefficient. Frequency analysis and descriptive statistical analysis were performed, and regression analysis was performed. Results: All hypotheses of this study were accepted. Beauty management behavior had a significant impact on consumer sentiment. Beauty management behavior had a significant effect on safety expectations. Beauty management behavior had a significant effect on psychological compensation. Beauty management behavior had a significant impact on service expectations. Conclusion: The results of this study can be said to verify the relationship between beauty management be-havior and consumer psychology. Since beauty management behavior has been verified as a factor that enhances consumer emotion, it is important to stimulate individual beauty management behavior. Information on active beauty management behaviors using offline and online to meet consumption patterns and individual needs nec-essary to activate beauty management behaviors, prepare improvement and measures for intergenerational in-terest and rapidly changing beauty management behaviors should be provided to consumers.