Effects of beauty college student’s appearance management behavior on self-esteem after COVID-19

Abstract

Background: The concept of beauty has gained widespread attention, heightening expectations for external health and attractiveness. Although physical appearance has become a significant social asset, the COVID-19 pandemic, marked by the normalization of mask wearing and reduced outdoor activities, has led to a decline in focus on appearance. Objective: This study aims to analyze the correlation between appearance management behaviors and self-esteem among beauty major college students in the post-COVID-19 era. Methods: This study conducted a survey targeting beauty major college students, and the data were analyzed using SPSS 25.0, which was validated at a significance level of 0.05. Results: Analysis of appearance management behaviors among college students revealed that, for males, hair care behavior (M=3.66) was the most prevalent, while for females, makeup management behavior (M=3.61) was the most prevalent. Additionally, students majoring in makeup exhibited high levels of appearance management behaviors (M=3.61) and self-esteem (M=3.86). Examination of the impact of the independent variables indicated statistically significant positive influences. Conclusion: Beauty majors showed higher self-esteem and increased engagement in hair, skin, makeup, and apparel management behaviors. However, the generalization of the findings may be limited to this specific group, emphasizing the need for ongoing research across various majors and age groups.

Keywords

• covid-19
• outward appearance
• self-esteem