Abstract
This study explores the impact of globalization on consumer behavior in the cosmetics and skincare industry, focusing on the role of social media, increased awareness of natural ingredients, and the emergence of the cosmeceutical market. Globalization has accelerated consumer access to global cosmetic products, heightened awareness of synthetic chemical risks, and driven demand for natural and sustainable products. Through literature review and industry data analysis, this study finds that the cosmeceutical market is growing rapidly, fueled by global trends such as healthy aging and consumer preference for natural ingredients. These findings are crucial for cosmetic companies to understand changing consumer needs and develop strategies that respond to modern market demands.
Abstrak
Penelitian ini membahas dampak globalisasi terhadap perilaku konsumen dalam industri kosmetik dan perawatan kulit, dengan fokus pada peran media sosial, peningkatan kesadaran terhadap bahan alami, dan kemunculan pasar cosmeceutical. Globalisasi telah mempercepat akses konsumen terhadap produk kosmetik global, meningkatkan kesadaran akan risiko bahan kimia sintetis, serta mendorong permintaan produk berbahan alami dan berkelanjutan. Melalui analisis literatur dan data industri, penelitian ini menemukan bahwa pasar cosmeceutical berkembang pesat, didorong oleh tren global seperti penuaan sehat dan preferensi konsumen terhadap produk berbahan alami. Hasil penelitian ini penting bagi perusahaan kosmetik untuk memahami perubahan kebutuhan konsumen dan mengembangkan strategi yang responsif terhadap tuntutan pasar modern.
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