Background: The ongoing pandemic of coronavirus disease 2019 (COVID-19) is putting millions at risk in more and more countries, making it a serious public health threat worldwide. Under such circumstances, "Untact" and "Streaming Life" are emerging as major trends in the recent service industry, and the beauty lives commerce market is expanding centering on mobile shopping in Republic of Korea.
Objectives: This study descriptively investigated changes in the needs of beauty and cosmetics industry consumers for good consumption of the MZ generation after COVID-19 pandemic.
Methods: This review paper is a literature review, and a narrative review approach has been used for this study. A total of 300 to 400 references were selected using representative journal search websites such as PubMed, Google Scholar, Scopus, ResearchGate, and RISS, of which a total of 39 papers were selected in the final stage based on 2009 to 2021.
Results: An E-commerce packaging production and use have grown steadily in recent years as online purchases increase. As a result, the impact on the environment has also increased. Humanity faces climate change, pollution, environmental degradation, and/or destruction of air, soil, water, and ecosystems. The climate and environmental crisis will be one of the greatest challenges in human history. This review paper conducted a comprehensive study on the good consumption of MZ generation for K-Cosmetics in COVID-19 pandemic.
Conclusion: This review clearly identifies the needs of consumers in the beauty and cosmetics industry for good consumption of the MZ generation for K-beauty in COVID-19 pandemic. In addition, it is expected to be used as an important marketing material in the global cosmetics market by confirming new changes in the Korean cosmetic market, which is the center of K-Beauty and K-Cosmetics.
Keywords: Beauty live commerce; COVID-19; Generation MZ; Good consumption; K-beauty.
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