Role of Makeup in the Context of Covid? via TKS

Covid-19 has had a significant impact on both make-up sales and traditional business set-up. With virtual meetings becoming the new norm, a pilot exploratory investigation was conducted to probe the relevancy of make-up whilst working from home via online platforms. An eye-tracking device was used to record the time viewed (seconds), fixation (frequency) and revisits (frequency) of the audience on models wearing make-up or not, during video calls. Results showed that an increase in gaze can be conveyed by a webcam whilst wearing make-up, which can lead to heightened attentiveness from the audience.

The application of lip colour seemed to catch the attention of the gaze earlier and to divert audience attention downwards from higher areas of the face. Opportunities to revamp claims for colour cosmetic products following the impact of Covid-19 is also discussed.