The Adoption of Facial Analysis Application Innovation for Post-Pandemic Beauty Product Marketing Communication

Abstract

Entering the post-pandemic era encouraging major changes in the product marketing communication environment. One of the things that is starting to show progress is marketing communications for beauty or body care products. More specifically in beauty products and facial skin care. Especially with the change in community communication patterns during a pandemic, the use of various technologies is something that needs to be adjusted with service providers and beauty and facial care products. One of them is by using gadgets or cellphones as a medium for building relationships with customers as well as marketing communications for beauty and facial care products or services. At this time, applications on mobile phones have started to appear that can be used as a medium for marketing these products and services. The process of adopting the face analysis application innovation in the post-pandemic period is carried out in the social system, namely social media. Much information is obtained from social media to become the main foundation in the innovation adoption process. The adoption process of the face analysis application innovation starts from the knowledge stage, then persuasion and decisions, followed by the implementation stage with trials and confirmation by looking at the user experience and user interface of a face analysis application.