Beauty marketing and appearance anxiety: A study on beauty video viewing and female consumers’ desire to purchase beauty products

Abstract

With he advent of the era of the short video, the impact of the short video on consumer as been increasingly apparent. However, due to the influence of consumerism,the beauty economy, and many other aspects, consumers, especially female consumers, have more and more facial anxiety after exposure to beauty short videos. Based on this, this paper uses the research method of a questionnaire survey to study the relationship between female consumers’ cosmetic video contact and consumers’ willingness to buy beauty products and facial anxiety. After analysis, it is found that the more serious the female’s facial anxiety, the stronger the desire to buy beauty products, and there are significant differences in the degree of facial anxiety among women of different economic levels.