An Exploratory Study on Makeup Rituals of Generation Z Consumers
- Authors
- Lee, J.; Choo, H.J.; Yoon, N.
- Issue Date
- 2021
- Publisher
- Korean Society of Clothing and Textiles
- Keywords
- Beauty consumption behavior; Generation Z; Grooming ritual; Makeup ritual; Qualitative study
- Citation
- Journal of the Korean Society of Clothing and Textiles, v.45, no.2, pp.356 - 375
- Indexed
- SCOPUS
KCI
- Journal Title
- Journal of the Korean Society of Clothing and Textiles
- Volume
- 45
- Number
- 2
- Start Page
- 356
- End Page
- 375
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/144842
- DOI
- 10.5850/JKSCT.2021.45.2.356
- ISSN
- 1225-1151
- Abstract
- The Generation Z (Gen-Z) consumer has a unique beauty-consuming behavior that is distinct from the previous generations. This study aims to identify the meaning of makeup rituals based on the theoretical framework of the ritual concept. In-depth interviews were conducted with fifteen females in their mid-teens to early 20s. The results showed that Gen-Z has different types of makeup ritual scripts for both ordinary days and special days, which are constantly being re-written and revised based on the experience accumulated. In addition, there are various types of ritual artifacts that play an important role in Gen-Z's makeup ritual, and that they provide psychological comfort and satisfaction. The importance of DIY (Do It Yourself), collecting, and independent brands is emphasized. The role of Gen-Z in the makeup ritual was expanding from a creator for her own ritual to a collaborator for peers' rituals, and sometimes the expansion goes beyond the direct relationships to virtual ones through SNS (Social Network Service). The Gen-Z cohort is found to be a member of beauty knowledge network through which they learn, share, and create the know-how and shopping skills. © 2021. The Korean Society of Clothing and Textiles. All rights reserved. All Rights Reserved.
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