Consumer Behavior

Lights, Camera, Zoom: The Impact of Video Conferencing on Cosmetic Purchase and Use

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Abstract

In the new post-COVID reality, we find ourselves socially distanced in our homes and conducting virtual encounters where our professional image is projected on a computer monitor. This exploratory study examines the phenomenon of Zoom and its' impact on appearance management, specific to cosmetics. Using a purposive undergraduate sample (n=125), respondents described their purchase and use of cosmetics for work, social gatherings, and school. Surprisingly, the results provide no clear evidence that college-age students are using cosmetics as a vehicle for self-expression or impression management. Implications for cosmetic companies are presented.

Keywords: Cosmetic Use, Cosmetic Purchase, Zoom, Appearance Management

How to Cite:

Crutsinger, C. A. & Edgar, K., (2022) “Lights, Camera, Zoom: The Impact of Video Conferencing on Cosmetic Purchase and Use”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13882