Exploring the post-COVID lipstick effect: A short report

IF 2.4 4区 管理学 Q3 BUSINESS
Aurore Bardey, Daniel Almaguer Buentello, Jekaterina Rogaten, Anastasiia Mala, Ameerah Khadaroo
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引用次数: 0

Abstract

The ‘lipstick effect’ has been referred to as increased sales of beauty products post-crisis. The phenomenon happened after the Great Recession of 2007–2009 and even after the Great Depression of the 1930s. To date, no research focused on studying the post-Covid lipstick effect. Our study aimed to explore and quantify the post-Covid lipstick effect, with three studies exploring the long impact of the pandemic on clothing and beauty practices. Using qualitative analysis, Study 1 showed an impact of the first two lockdowns on fashion and beauty practices in women but not in men. Female students spent considerable time exploring their relationship with fashion and beauty products with a link to self-identity, while male students did not change their fashion and beauty practices. Our Study 2 showed that female participants chose a more vivid and wider range of colours since the Covid pandemic. Our Study 3 highlighted that female participants used a lower quantity with less frequent makeup since Covid. Our report highlighted, for the first time, a specific lipstick effect post-Covid, namely the ‘self-centred lipstick effect’.
探索新冠肺炎后口红效应:一份简短报告
“口红效应”被称为危机后美容产品销量的增长。这种现象发生在2007-2009年的大衰退之后,甚至在20世纪30年代的大萧条之后。到目前为止,没有研究专注于研究新冠疫情后口红的影响。我们的研究旨在探索和量化新冠疫情后口红的影响,其中三项研究探讨了疫情对服装和美容实践的长期影响。通过定性分析,研究1显示了前两次封锁对女性时尚和美容实践的影响,但对男性没有影响。女学生花了相当多的时间探索他们与时尚和美容产品的关系,并将其与自我认同联系起来,而男学生则没有改变他们的时尚和美容实践。我们的研究2表明,自新冠肺炎大流行以来,女性参与者选择了更生动、更广泛的颜色。我们的研究3强调,自新冠肺炎以来,女性参与者使用的化妆品数量较少,化妆频率较低。我们的报告首次强调了新冠疫情后口红的一种特定效应,即“自我中心的口红效应”。
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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