Mobile shopping beauty live commerce changes in COVID‐19 pandemic focused on fun contents of MZ generation in Republic of Korea

Abstract

Background

Severe acute respiratory syndrome coronavirus 2 (SARS‐CoV‐2) is the new virus responsible for the coronavirus disease 2019 (COVID‐19) pandemic. According to these circumstances, a study was conducted to prepare a long‐term non‐face‐to‐face outpatient treatment service during the COVID‐19 pandemic. Given the current situation of the times, it is expected that there will be no return to the non‐face‐to‐face prior.

Objectives

Therefore, this study descriptively investigated changes in consumer demand for new changes in the cosmetic market that has changed since COVID‐19.

Methods

It was written with reference to keywords such as “Covid Mobile Shopping,” “Covid MZ Generation,” “Covid Live Commerce,” and “Fun Content.” This study was conducted by searches on PubMed, Google Scholar and Scopus, and ResearchGate. A total of 398 papers were found, of which 40 were successfully included in this study.

Results

It is expected that this era will be centered on the MZ generation, which has emerged as a new consumer in the market, where individual tastes and individuality are emphasized. Millennials and Generation Z, also called the “SNS generation,” are focusing on consumption trends.

Conclusion

It is expected that this review will be used as important marketing material for a new change in the cosmetics market by clearly understanding the consumer needs of the cosmetics industry that has changed in the untact era.