key: cord-0788362-8qmv9rf7 authors: Lee, Jinkyung; Kwon, Ki Han title: Recognition and the development potential of mobile shopping of customized cosmetic on untact coronavirus disease 2019 period: Focused on 40's to 60's women in Seoul, Republic of Korea date: 2021-06-02 journal: J Cosmet Dermatol DOI: 10.1111/jocd.14150 sha: 934e7f6fd9aafc70a41bd751b13308774152f270 doc_id: 788362 cord_uid: 8qmv9rf7 BACKGROUND: Our research results will be helpful in the development of the K‐beauty customized cosmetics industry as well as consumers who are having difficulty in purchasing cosmetics due to the rapid transition to a non‐face‐to‐face society due to COVID‐19. OBJECTIVES: This paper attempted to investigate the recognition and development potential of customized cosmetics, focusing on mobile shopping in the era of COVID‐19 untact period. METHODS: The women included in the study consumer Seoul residence in the mobile shopping experience 40–60 targets for women 380 were the people. Statistical processing of data collected by the data analysis method is analyzed using the SPSS (Statistical Package for Social Science) WIN25.0 statistical package program through the process of data coding and data cleaning. RESULTS: As the untact era enters, the frequency of using non‐face‐to‐face mobile shopping for customized cosmetics is increasing, and it is believed to be deeply related to the level of interest in skin and recognition of customized cosmetics, such as the use of hands‐on apps that incorporate new technologies of the 4th industrial revolution. Looking at the Kaiser–Meyer‐Olkin to confirm the normality and validity of the population proved its validity. January 2020 (after COVID‐19 spread), the use of mobile shopping was increased. In the future, it was significantly higher to continue shopping for cosmetics using mobile devices p < 0.001. CONCLUSION: The present study focused on the recognition and development potential of customized cosmetics on mobile shopping in the era of COVID‐19 untact period. Our results suggested that the possibility of developing customized cosmetics through mobile shopping in the untact era after COVID‐19 will be endless, and it is believed that various marketing strategies will be supported in the future. death on December 17, 2020 and panicked due to fears of closure. All countries have adopted measures such as blockade and separation. Affected by the company's production and operational plans, most companies say they have stopped production. The overall production rate slowed down, the growth rate of global GDP decreased, and it had a great impact on the world economy. 3 Zhang et al (2020) also said that COVID-19 not only affects the production activities of companies, but also seriously affects the needs of consumers, which has led to the recent post-corona. With the growing doubts and anxieties of the 19th era, the social risks caused by the infectious disease , as well as the economic and social crises, are now growing all over the world. It was bumped. 4 Mohammed Ahmed Garout (2021) said the world was in the early stages of ensuring the effectiveness of the vaccine and the exact positive effects of the infection. 5 Kim ND et al. in (2018), "Untact" has emerged as a major trend in the service industry in recent years, driven by this situation. It is not a loanword that means "no contact" with an unattached to a contact that means contact with an tact, but it is Korean English. This is a service method that provides information in a non-face-toface manner, such as minimizing contact with people. 6 Kotranews (2020) Poland is recommended to keep a social distance to prevent the spread of infectious diseases from the government after the first corona-19 confirmed self-occurrence on March 4, 2020. Demand for face-to-face services is increasing, interest and demand for anti-face services are gradually increasing, and there are ways to diversify business channels for non-face-to-face services, as well as online medical care, contact card payments, and unattended home delivery. It was expected to become a business suitable for the postcorona era. 7 In addition, Zhao et al (2017) reported that market research firm (Nielsen) has made consumers in the Asia-Pacific region the most active group of online shopping. In network marketing practices, the use of virtual reality (VR) and augmented reality (AR) technologies is increasing. Online shopping represented the fourth retail revolution. AR technology is confirmed to change the future of shopping. AR online shopping, based on whether implemented or not, can be the focus of potential market research applications. 8 Due to the popularity of mobile shopping, shopping behavior is no longer constrained by time and space, which has led to more recent purchases and effective consumption promotion. 4 Utilization rates for this tend to increase. Patravale and Mandawgade (2008) state that today's global consumers are looking for personal care products that offer many benefits with minimal effort, and they are also innovative with the latest technological advances. Faced with these trends, the formula strives to develop highly differentiated multifunctional products with a focus on treatment and beauty. 9 Most Esther (2019) "As mentioned in the awareness survey on custom cosmetics and custom product preparation manager system", in line with this, the Republic of Korea implemented the custom cosmetics system of the Republic of Korea Food and Drug Safety Agency from March 2020.10 Qualification as "Custom Cosmetics Preparation Manager," this newly established, customized cosmetics business has started in the Republic of Korea, and although there are concerns about raw materials, quality control, and reliability, customized cosmetics are used by consumers. It is expected that consumer demand will increase more and more by combining and selling in small lots according to individual needs. 10 Mike O'Brien (2020) also unveiled home appliances for making on-demand custom cosmetics by L'Oréal and Procter & Gamble at a consumer electronics exhibition in Las Vegas earlier this year. Similarly, Shiseido, a Japanese beauty retail chain, has created a system that allows you to check someone's skin texture, pores, and water content with a simple photograph, taking into account variables such as temperature, humidity, and menstrual cycle. After developing it, an IoT support machine will distribute the correct combination of serum and moisturizer. 11 This is also a very important factor in the study of the impact of cosmetic consumption desires on the purchase of customized cosmetics, and the motivation for purchasing cosmetics is the cosmetic consumption desire. By verifying that purchasing custom cosmetics can also explain the relationship, he said to open up the possibility of revitalizing the cosmetics market for customized marketing. 12 However, Kim et al (2020) state that custom cosmetics made in the field by consumers and sellers have some safety issues and require a proactive approach to safety management. 13 Kwon and Jeon (2020) , the modern consumer culture has gone through the era of mass desires, and the custom-made marketing that maximizes the individual needs such as their own products is actively developed, and only for myself. Customizable cosmetics that can fully express the taste of Seongsim are developing in various ways in another form of niche market and are required to be important as an industry that creates high added value. 14 In the cosmetics evaluation study based on the recognition of custom cosmetics, which is the existing previous research of Mi-sung and Songtam (2020), the improvement points based on the recognition of customized cosmetics are the most convenient to purchase and the recognition of custom cosmetics. We recognized the difference between custom cosmetics and general cosmetics, whether it was customized cosmetics or not, and found that there was a significant difference depending on the risk of customized cosmetics. This is due to the vague idea of consumers that the price of cosmetics seems to be expensive due to the image of custom cosmetics and the inadequate place to buy cosmetics, although the awareness of custom cosmetics is still low. It was thought that, 15 in addition, the possibility of selling cosmetics is largely determined by the texture of the skin and the skin sensation performance. In order to satisfy targeted customers, it is important to collect information for consumer awareness of the sensory characteristics of the product. 16 Horning et al 17 state that mobile market shopping can have a positive impact on customer behavior and health outcomes. Therefore, in this study, as the range of use of mobile shopping customized cosmetics in the COVID-19 untact era expanded, the sales staff through advanced equipment recently looked at the trends of customized cosmetics and minimized contact with consumers. Leveraging a customized cosmetics industry environment for women in their 40s and 60s who are unfamiliar with how to do it and hands-on apps with new technologies from the 4th Industrial Revolution such as AR and VR. In order to revitalize mobile cosmetics sales, we prepare basic materials to respond swiftly and flexibly to changes in consumer needs and accurately grasp customer needs (needs) for customized cosmetics. Then, we will prepare mobile shopping customized cosmetics activation plans for the untact era all over the world, provide materials for formulating marketing strategies for the domestic and overseas cosmetics industry, and contribute to the future development of the customized cosmetics industry. In this study, a 2-week online survey was conducted from November 2nd to November 15th, 2020 for women in their 40s and 60s who purchase cosmetics through mobile shopping in Seoul, South Korea. Participants who did not purchase cosmetics from shopping were excluded. A total of 400 materials were collected, targeting 380 people, excluding 20 dishonest respondents. Statistical processing of data collected by the data analysis method is analyzed using the SPSS (Statistical Package for Social Science) WIN25.0 statistical package program through the process of data coding and data cleaning. 18 First, a frequency analysis was performed to learn about the characteristics of the subjects and the types of people who prefer custom cosmetics. Second, factor analysis and reliability analysis were carried out to investigate each dimension of inflow degree, usage environment, purchase satisfaction, necessity of skin diagnosis, perception, and development direction. The factor extraction method used was principal component analysis (PCA), which aims to extract a small number of factors that explain as much of the variance of the original variable as possible. Third, we conducted Descriptive Statistics to see the degree of inflow, usage environment, purchase satisfaction, necessity of mobile skin diagnosis, perception, average, and standard deviation of development direction. Fourth, independent sample t-test and member placement ANOVA investigate differences in inflow, usage environment, purchase satisfaction, need for mobile skin diagnosis, perception, and direction of development according to the characteristics of the survey sub- jects. An analysis (one-way ANOVA) was performed. Fifth, in order to investigate the influence of the degree of inflow, usage environment, and purchase satisfaction on the recognition of the need for skin diagnosis, and to investigate the effect of the recognition of the need for mobile phone skin diagnosis on the development direction, regression analysis (Multiple Regression Analysis) was performed. 19 In this study, we verified under the significance levels p < 0.05, p < 0.01, and p < 0.001. 20 The results of verifying the validity and reliability of the inflow degree scale are shown. Looking at the results of exploratory factor analysis (EFA), and looking at Kaiser-Meyer-Olkin (KMO) to confirm that it is a valid measure of population normality, the validity is 0.734. It was proved that Bartlett's old formation test result approximates chi-square value is 544.569 (p < 0.001), and it was found that the above factors may be analyzed as this research tool. PCA was used as the factor extraction model, and the Verymax method was used as the factor rotation method. The total amount of explanation explained by the four questions was about 63.46%. From the fact that the Eigenvalue of the inflow level is 2.538 and has an explanatory amount of about 63.46%, it was found that this research tool is composed of appropriate subfactors. The Cronbach's alpha value calculated for reliability verification showed an inflow degree of 0.805 and a reference value of 6 or more, and the degree of internal agreement between each question item was very high. The results of verifying the validity and reliability of the usage environment scale are shown. Looking at the results of EFA, and looking at KMO to confirm that it is a valid measure of population normality, the validity is 0.723. It was proved that Bartlett's old formation test result approximates chi-square value is 284.240 (p < 0.001), and it was found that the above factors may be analyzed as this research tool. PCA was used as the factor extraction model, and the Varimax method was used as the factor rotation method. The total amount of explanation explained by a total of four questions was about 53.68%. From the fact that the Eigenvalue of the usage environment is 2.147, which has an explanation amount of about 53.68%, it was found that this research tool is composed of appropriate subfactors. The Cronbach's alpha value calculated for reliability verification showed that the usage environment was 700 and the standard value was 6 or more, and the degree of internal agreement between each question item was very high. The results of verifying the validity and reliability of the purchase satisfaction scale, excluding the two questions that hinder validity and reliability, are shown in Table 1 . Looking at the results of EFA, and looking at KMO to confirm that it is a valid measure of population normality, the validity is 0.750. It was proved that Bartlett's old formation test result approximates chi-square value is 754.188 (p < 0.001), and it was found that the above factors may be analyzed as this research tool. PCA was used as the factor extraction model, and the Verymax method was used as the factor rotation method. The total amount of explanation explained by the seven questions was about 38.70%. The Eigenvalue of purchase satisfaction was 2.709, which was about 38.70% of the explanation, indicating that this research tool was composed of reasonable subfactors. The Cronbach's alpha value calculated for reliability verification showed a purchase satisfaction of 0.727 with a reference value of 6 or more, and the degree of internal agreement between each question item was very high. Except for one question that impedes validity and reliability, the results of verifying the validity and reliability of the cognitive scale appear. Looking at the results of EFA and looking at KMO to confirm that it is a valid measure of population normality, the validity is 0.757. It was proved that Bartlett's old formation test result approximates chi-square value is 747.251 (p < 0.001), and it was found that the above factors may be analyzed as this research tool. PCA was used as the factor extraction model, and the Verymax method was used as the factor rotation method. The total amount of explanation explained in 5 questions was about 57.25%. The Eigenvalue of recognition was 2.862, which was about 57.25% of the explanation, indicating that this research tool was composed of reasonable subfactors. The clone Bach alpha value calculated for reliability verification showed a recognition of 0.804 and a reference value of 6 or more, and the degree of internal agreement between each question item was very high. The results of verifying the validity and reliability of the development direction scale are shown, except for the two questions that hinder validity and reliability. Looking at the results of EFA and looking at KMO to confirm that it is a valid measure of population normality, the validity is 0.796. It was proved that Bartlett's old formation test result approximates chi-square value is 513.118 (p < 0.001), and it was found that the above factors may be analyzed as this research tool. PCA was used as the factor extraction model, and the Verymax method was used as the factor rotation method. The total amount of explanation explained by the four questions was about 65.00%. Eigenvalue in the direction of development is 2.600, which is about 65.00% of the explanation, indicating that this research tool is composed of reasonable subfactors. The Cronbach's alpha value calculated for reliability verification showed a recognition of 0.819 and a reference value of 6 or more, and the degree of internal agreement between each question item was very high. The following Table 2 Looking at the types that prefer custom cosmetics, it is as shown in As a basic analysis, looking at the mean, standard deviation, and kurtosis of each scale, it looks like the following Table 4 . More than 50,000 won and less than 100,000 won 135 35.5 More than 100,000 won and less than 150,000 won 61 16.1 More than 150,000 won and less than 200,000 won Over 200,000 won 11 2.9 Less than 1 million won 44 11.6 More than 1 million won -less than 2 million won 51 13.4 More than 2 million won and less than 3.5 million won 120 31.6 More than 3.5 million won less than 5 million won The results of an independent sample t-test and a member placement analysis of variance (ANOVA) to investigate the difference in inflow according to the characteristics of the survey subjects are shown in Table 5 . the lowest at 4.11 (SD = 0.64) points. However, when the average monthly income is 5 million won or more, it is the highest at 4.28 (SD = 0.51) points, and when it is 1 million won or more and <2 million won, it is the lowest at 4.00 (SD = 0.62) points. There was no. When the work was self-employed, the average was highest at 4.30 The results of an independent sample t-test and one-way ANOVA to investigate the difference in purchase satisfaction according to the characteristics of the survey subjects are shown in unmarried, but there was no significant difference. Therefore, regardless of the characteristics of the people surveyed, purchasing mobile shopping cosmetics is interpreted as more than usual for most reasons such as safety, caustic soda, and rain. The results of an independent sample t-test and one-way ANOVA to investigate the difference in perception according to the characteristics of the survey subjects are shown in Table 8 . The results of an independent sample t-test and a member placement ANOVA to investigate the difference in the direction of development according to the characteristics of the survey subjects are shown in Table 9 . When the monthly purchase amount of mobile cosmetics is 200,000 won or more, the average is the highest The results of multiple regression analyses conducted to investigate the effects of inflow and usage environment on the need for mobile skin diagnosis are shown in shopping increase and the mobile shopping environment becomes more convenient, it is expected that the recognition of skin improvement through this will increase. It In University are now creating a new way to experience VR, a flexible "tactile skin" that aims to create a physical interface between the virtual world and the user's skin. Cosmetic masks are a popular skin care product that is widely accepted by both adolescents and women. 26 The process to achieve a custom design for a beauty mask for testing cosmetic ingredients, and to reproduce the non-linear aspects of the dermis-epidermal junction, specific "Medium" active ingredients are applied to design "micropatterns" and produce bioprinted skin equivalents. 28 by the users. It is necessary to establish an integrated service that extends to experience, selection, and sharing that can be directly felt by. Therefore, national-level institutional guidelines that reflect the opinions of related companies in the new industry should be secured, and more concretely, ahead of the full-scale start of the custom cosmetics system that will come into effect in March 2020. It was judged that systematic institutional establishment was an indispensable element. 30 Therefore, in this research, existing custom cosmetics are prepared and sold by face-to-face with customers through skin diagnosis and face-to-face consultation. Recently, the untact era started after COVID-19, and the 4th Industrial Revolution was rapid. We This indicates that not only has mobile shopping increased around COVID-19, but hygiene and beauty management habits have also changed. expected that positive awareness of the experience of using cosmetics and whether or not they want to use them will increase. This is because future consumer mobile shopping will be further expanded and increased, and it is expected that continuous research will be required accordingly. It is also a study to purchase behavior from the perspective of COVID-19 mission-critical system users, these custom and advanced when mobile merchants implement personal- evaluation of hair gloss. 38 Table 16 The validity and reliability survey of the Custom Cosmetics Recognition Scale showed that I needed customized cosmetics for me and would like to use customized cosmetics, and the amount used is expected to increase in the future. Therefore, it is interpreted that they have positive expectations for the development of custom cosmetics. Consumers these days are hungry for a personalized experience, and just putting someone's name in the title increases their chances of opening an email by more than 20%. According to Forrester, 77% of consumers recommend or buy more when they choose a brand that offers personalized service or experience. This is especially important in a beauty space where every product is essentially designed to look different to everyone personally, and the brand is just a shopping experience and recommendation. Not so much personalizing the product. 11 The 3D laser mouth system also uses a 2D translational stage of xy and a laser device that provides distance information in the z direction to provide relatively short hair prepared for the However, the limitation of this study is that only 380 people have not progressed in South Korea as small data. The reason is that because of COVID-19, consumer sentiment has shrunk, and small data, which have helped to secure a population parameter for mobile shopping, are certainly the basis of big data, but the population parameter is still very small. Therefore, it is necessary to expand the population parameter for the expansion of this study, and in this study, there is a deficiency in its validity as small data. The present study focused on the recognition and development potential of customized cosmetics on mobile shopping in the era of COVID-19 untact period. Our results suggested that the possibility of developing customized cosmetics through mobile shopping in the untact era after COVID-19 will be endless, and it is believed that various marketing strategies will be supported in the future. The authors of this manuscript do not have any conflicts of interest to disclose. Jinkyung Lee and Ki Han Kwon involved in conception or design of the work, data analysis, and interpretation, collected the data, drafted the article, and critically revised of the article. All authors finally approved the version to be published. The data that support the findings of this study are available from the corresponding author upon reasonable request. 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