Publication Date

October 2021


The cosmetic industry is a multi-billion-dollar industry that has taken a financial hit in 2020 due to COVID-19. The drop in cosmetic usage leaves the industry in question for future consumer intention and behavior. Survey responses from 1,715 female students at a southeastern U.S. public university was obtained using Qualtrics. Results indicate significant differences in cosmetic usage; however, post-COVID predicted usage indicates that cosmetic usage will revert back to pre-COVID levels for eye, lip, and skin cosmetics. For face cosmetics, usage will still be slightly below pre-COVID levels. The most important cosmetic category was skincare, which had the highest levels of usage pre-, mid-, and post-COVID. Price maintained a high priority in pre-, mid-, and post responses. Convenience was not as essential pre-COVID but became extremely important mid-COVID and is shown to continue a high level of importance for post intentions. Managerial implications of these results are discussed.


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