Young Vietnamese Consumers’ Makeup Application from Reference Group Perspective

As the research findings illustrate, Vietnamese cultural values continue to exert a significant influence on young female consumers in Vietnam. Rooted in a collectivist society, these young women often feel compelled to conform to societal norms rather than assert their individuality. The prevailing beauty standard among the study participants leans towards a natural and pure aesthetic. While certain cultural values remain intact, their interpretations and implications have evolved over time. For instance, while fair skin continues to be regarded as a beauty ideal, its connotation has shifted from being solely a marker of social status to a more nuanced personal preference.

Influence of Reference Groups

The impact of reference groups on individuals is not static; it fluctuates over time and across contexts. In familial settings, parental attitudes towards makeup can significantly shape young girls' behaviors. For example, when parents express disapproval of makeup use in school or at a young age, it can create barriers that lead to hesitance among these girls. As they become more skilled in makeup application, parents often adopt roles that range from “neglectful” to “indulgent” (Baumrind, 1991). Although parents may voice concerns regarding product quality and appearance, they typically do not engage directly in their daughters’ beauty practices, particularly concerning makeup usage.

Moreover, similar to fashion, makeup is perceived by participants as a trend that evolves with time and age. The generational gap between young girls and their parents results in differing beauty practices, prompting these young consumers to seek guidance from reference groups that resonate with their values and lifestyles. Consequently, their primary influences come from friends, other attractive peers, and beauty vloggers.

Peer Influence on Makeup Practices

Peer influence plays a pivotal role in shaping makeup practices among young Vietnamese consumers. Friends often encourage one another to experiment with makeup, creating a supportive environment for trials. Peer pressure can further drive individuals to adopt makeup, influencing their purchasing decisions, product trials, brand preferences, and choice of makeup styles. The following list summarizes the key ways peer influence manifests in makeup application:

• Encouragement to try new makeup products
• Shared beauty tips and techniques
• Influence on brand choices and product recommendations
• Setting trends within social circles

The Role of Beauty Vloggers

While Hofstede et al. (2010) assert that parental influence is paramount in shaping beauty ideals, this study highlights the emergence of beauty vloggers on platforms like YouTube as a significant reference group for young Vietnamese consumers. These vloggers have become critical sources of knowledge and inspiration, guiding beauty practices among young women. They not only showcase various makeup techniques but also introduce trends that resonate with this demographic.

Beauty vloggers provide valuable resources, including:

1. Tutorials on makeup application
2. Product reviews and recommendations
3. Insights into current beauty trends
4. Personal stories that foster relatability

Through their engaging content, beauty vloggers empower young consumers to explore their beauty identities and make informed choices regarding their makeup application.

Changing Perspectives on Beauty Standards

The traditional beauty standards in Vietnam are undergoing transformation as young women navigate their identities in a rapidly evolving cultural landscape. While fair skin remains a prevailing ideal, young consumers are increasingly recognizing the diversity of beauty. This shift is partly driven by the influence of social media and the portrayal of beauty in various forms, moving away from rigid standards towards a more inclusive perspective.

Moreover, the impact of globalization has introduced a plethora of beauty ideals that challenge traditional norms. Young Vietnamese women are now exposed to a wider range of beauty practices and styles, allowing them to redefine their understanding of beauty. This evolution signifies a departure from merely conforming to societal expectations, as young consumers begin to embrace individuality and self-expression.

Conclusion

In conclusion, the makeup application practices of young Vietnamese consumers are deeply intertwined with cultural values and reference groups. While familial influences and peer pressure play significant roles, the emergence of beauty vloggers has introduced new dimensions to beauty practices. As young women navigate their beauty journeys, they are increasingly embracing diversity and individuality, signaling a shift in the understanding of beauty in Vietnamese society. The interplay of traditional values and contemporary influences continues to shape the makeup landscape for this demographic, highlighting the dynamic nature of beauty standards in the modern world.

References:

Baumrind, D. (1991). The influence of parenting style on adolescent competence and substance use. Journal of Early Adolescence, 11(1), 56-95.

Hofstede, G., Hofstede, G. J., & Minkov, M. (2010). Culture and Organizations: Software of the Mind. McGraw-Hill.