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An Exploratory Study on Makeup Rituals of Generation Z Consumers

Z세대 소비자의 화장 의례에 대한 탐색적 연구

  • Lee, Jaekyong (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Choo, Ho Jung (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University) ;
  • Yoon, Namhee (Human Ecology Research Center, Korea University)
  • 이재경 (서울대학교 의류학과) ;
  • 추호정 (서울대학교 의류학과/서울대학교 생활과학연구소) ;
  • 윤남희 (고려대학교 생활과학연구소)
  • Received : 2021.02.03
  • Accepted : 2021.02.24
  • Published : 2021.04.30

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.

Keywords

Acknowledgement

본 논문은 2020년도 SNU-COSMAX TIC(Technology Incubation Center) 뷰티 신기술 진흥사업의 지원을 받아 수행되었습니다(#0543-20190030).

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