A Study on the Relationship between the Cognitive Flexibility of Beauty Advisors and Pandemic Stress

This study aims to analyze the effects of pandemic-induced changes in the sales environment, job-related stress, and cognitive flexibility among beauty advisors, with the goal of exploring strategies for responding to future crises. The study was conducted by performing a cross-sectional correlational study. Data were collected through an online survey of 600 adult beauty advisors aged 20 or older working for cosmetic brands in major department stores in South Korea. The survey was conducted using SurveyMonkey and lasted from June to July 2023. A total of 555 valid responses were used for analysis. The findings indicate that increased customer demands and changes in the sales environment due to the pandemic have intensified job-related stress among beauty advisors. Additionally, cognitive flexibility was found to play a crucial role in enhancing adaptability to these stress factors. This study provides foundational data for developing job stress management and support strategies for beauty advisors during crises, such as pandemics, and contributes to policy formulation for the sustainable development of the beauty industry.