As the results of this study show, Vietnamese cultural values ​​still have a strong impact on young Vietnamese consumers. Due to the nature of collectivist society, Vietnamese girls still have the tendency to conform to the social norm instead of standing out from the group. Looking natural and pure is still the beauty orientation of most participants in this study. Although some cultural values ​​are retained, its meanings and values ​​have changed slightly. White skin is still a standard of beauty, but individuals interpret its meanings in different ways instead of traditionally viewing it as a symbol of social status. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay In terms of reference groups, their impact on individuals is not resolved all the time. Considering family influence, parental objection to wearing makeup at school or at an early age creates barriers that make girls more hesitant and reduce wearing makeup in this context. As girls acquire a certain makeup technique, parents appear to be “neglectful parents” or “indulgent parents” (Baumrind, 1991). Parents might raise concerns about product quality and origin and give opinions about their daughters' appearance, but they are not directly involved in their daughters' beauty practice, especially makeup use. Furthermore, similar to clothes, participants see makeup as a kind of fashion whose themes are subject to change depending on time and the age of the wearer. Girls and their parents belong to different generations who have different beauty practices. Therefore, they chose to refer to reference groups that share the same values ​​and characteristics such as friends, other beautiful girls and beauty vloggers. Individuals were found to be strongly influenced by peers. Encouragement and ubiquitous makeup use by friends trigger individual makeup trials. Peer pressure is another force that leads to the use of makeup by individuals. Furthermore, friends can influence consumers' purchase intention, product trial, brand use, and makeup style choice. Please note: this is just an example. Get a custom paper from our expert writers now. Get a custom essay Hofstede et al. (2010) stated that girls' beauty ideals are influenced more by their parents, rather than by the media or celebrities. However, in our study, beauty vloggers on YouTube appear to be a new target group that impacts consumers' perceptions of beauty beliefs and makeup application. Beauty vloggers on YouTube play a crucial role in the beauty practices of young Vietnamese consumers. They provide up-to-date knowledge, expertise and trends as a rich source and alternatives for consumers to build and present.