Future value and direction of cosmetics in the era of metaverse

Background Severe acute respiratory syndrome coronavirus 2 appeared in humans at the end of 2019 and caused a worldwide coronavirus disease-19 (COVID-19) pandemic. Our research is being conducted on consumers who are having difficulties in purchasing cosmetics due to the rapid change in non-face-to-face society due to COVID-19 on new normal period. Objectives This study technically investigates the customer experience of consumers in the cosmetic market on metaverse world, which has changed to a non-face-to-face era after COVID-19. Methods It was written with reference to keywords such as COVID-19, non-face-to-face, fandom marketing, alpha generation, and metaverse. This study was performed by searching on PubMed, Google Scholar, Scopus, and ResearchGate. A total of 378 papers were retrieved, of which 29 were successfully selected in this study. Results It focused on the transformational change of the metaverse beauty market that will be led by the alpha generation after COVID-19. It was empirically analyzed targeting the alpha generation, who are users, to change the problems of users who test and purchase cosmetics face-to-face in the beauty market so that they can do fandom marketing and customer experience using metaverse in a non-face-to-face society. Conclusion As a result, this article is expected to be used as an important marketing material for new changes in the market on metaverse world by clearly identifying the needs of consumers in the cosmetic industry that have changed in the untact era.

Automated summary

This study investigates the customer experience of consumers in the cosmetic market on metaverse world after COVID-19, particularly focusing on the transformational change led by the alpha generation.