코로나-19가 뷰티산업에 미친 영향에 관한 연구

A Study on the Impact of COVID-19 on Beauty Industry

COVID-19는 모든 산업을 재편하고 있으며 뷰티산업도 예외가 아니다. 2020년 COVID-19 초기에는 뷰티산업도 상당히 위축되었으나 이후 적극적인 디지털 전환 등의 노력으로 지속 성장하고 있다. COVID-19에 따른 뷰티산업의 가장 중요한 변화는 온라인 유통채널 가속화, 인플루언서의 영향력 강화, 친환경 제품의 중요성 증대, 디지털 전환 등을 정리할 수 있다. COVID-19로 인해 소비자들이 전반적으로 지속가능성과 기업의 투명성 등을 중요시 하고 있어 이에 대한 적극적 대응이 필요한 시점이다. 뷰티산업이 COVID-19 이후 지속가능성을 확대하기 위해서 ESG 경영 강화, 친환경 제품에 대한 적극적 대응, 새로운 소비계층인 Z세대에 대한 마케팅 강화 등이 필요할 것이다.

The most important changes in the beauty industry due to COVID-19 can be summarized as accelerating online distribution channels, strengthening the influence of influencers, R&D from various angles, increasing the importance of eco-friendly products, and digital transformation. The improvement of online shopping due to the development of artificial intelligence and augmented reality technology has moved consumers accustomed to purchasing beauty products through existing sampling makeup from offline distribution channels to online distribution channels. While the influence of beauty influencers continues to grow, their influence is accelerating as the use of mobile due to COVID-19 increases. In the future, beauty influencers should be continuously used to build brand marketing and content development strategies. Even if COVID-19 ends in the future, research on skin protection and skin activation against risk factors such as pollutants, viruses, and fine dust should be conducted in preparation for frequent environmental hazards such as other similar diseases and infectious diseases. In addition, it is necessary to focus on the production and sale of eco-friendly products, paying attention to value consumption for eco-friendly products, which is a consumption habit that has changed since the pandemic worldwide. In particular, considering that production of eco-friendly products has a direct impact on brand trust, ethical values should be emphasized in product development and marketing in the future to respond to value-oriented consumption trends. The biggest change in the beauty industry due to COVID-19 is that the marketing strategy and distribution channel have been changed so that all marketing can be done online in a situation where face-to-face contact is not possible due to lockdown measures, and digital conversion played a big role in this. In order for the beauty industry to expand sustainability after COVID-19, it will be necessary to strengthen ESG management, actively respond to eco-friendly products, and strengthen marketing for the new consumer class, Generation Z.