Digital Marketing and the Lipstick Effect: Consumer Purchasing Decisions in Indonesia’s Cosmetics Industry During Economic Crisis
Year: 2026
Type: conference-paper
Abstract: This study analyzes the lipstick effect and digital marketing phenomena in business continuity and consumer behavior in cosmetic product purchasing decisions during the economic crisis in Indonesia. The problem encountered is that Covid-19 and the economic crisis have impacted financial difficulties and low purchasing power. Amidst the Covid-19 and economic crisis, the lipstick effect phenomenon emerged, namely consumer behavior that tends to buy products that are liked and can satisfy their emotions by shifting shopping to smaller products. The rapid digital marketing through various social media has impacted consumer behavior in cosmetic product purchasing decisions. This study aims to analyze how the lipstick effect phenomenon and digital marketing influence consumer behavior in cosmetic product purchasing decisions during Covid-19 and the economic crisis in Indonesia, and maintain the business continuity of cosmetic product manufacturers. The results show that cosmetic products are still consumed as a form of self-esteem, emotional escape, and a symbol of identity. Despite the worsening economic conditions, consumers—especially the younger generation with middle to lower incomes—continue to purchase cosmetic products, especially those that are more affordable or come in simple packaging. Psychological factors, the influence of social media, and digital marketing strategies such as discounts and attractive packaging are the main determinants of purchasing decisions. The results of this study show the importance of an emotional approach in cosmetic product marketing strategies during an economic crisis, in order to maintain business sustainability.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7204842283