Tedencias de consumo de maquillaje a una aproximacion de revision de liteteratura

Abstract

This research focuses on analyzing makeup consumption trends in the cosmetics market in Colombia, with a special focus on the Millennial generation. The problem addressed is the need to deeply understand the preferences, perceptions and behaviors of this generation in relation to makeup, in a context marked by the constant growth of the cosmetics industry in the country. The overall goal is to conduct a review of academic literature between 2010 and 2023, providing a comprehensive understanding of the market dynamics and influences that guide Millennials' purchasing decisions. The methodology used is qualitative, using literature review as a research instrument. The overall results highlight emerging patterns in aesthetic preferences and factors that influence Millennials' purchasing decisions. There is a shift towards premium brands, the significant influence of YouTubers on purchasing decisions, and a growing preference for cosmetic products made with natural and sustainable ingredients. The conclusions highlight the importance of understanding these trends to adapt marketing strategies and take advantage of the opportunities in the Colombian cosmetics market. The cosmetics industry is recommended to consider these preferences in the development of products and commercial strategies, in addition to exploring innovative approaches in the digital sphere to reach the Millennial generation, which shows a growing preference for online shopping.