As the results of this study show, Vietnamese cultural values ​​still have a strong impact on young Vietnamese female consumers. Due to the nature of collectivist society, young Vietnamese girls still tend to conform to the social norm instead of standing out from the group. The natural and pure look remains the beauty orientation of most of the participants in this study. Although some cultural values ​​are retained, its meanings and values ​​are slightly changed. White skin remains a standard of beauty, but individuals interpret its meanings in different ways instead of traditionally viewing it as a status symbol. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an original essayIn terms of reference groups, their impacts on individuals are not determined at all times. Given family influence, parents' objection to wearing makeup at school or from a very young age creates a barrier that makes young girls hesitate more and reduce their makeup in this context. As girls learn certain makeup techniques, parents appear as “negligent parents” or “indulgent parents” (Baumrind, 1991). Parents can express concerns about the quality and origin of products and give feedback on their daughters' appearance, but do not get directly involved in their daughters' beauty practices, particularly in the use of makeup. Furthermore, like clothes, participants see makeup as a kind of fashion whose themes are likely to change depending on time and the age of those wearing them. The girls and their parents belong to different generations who have different aesthetic practices. Thus, they chose to refer to reference groups who share the same values ​​and characteristics, such as friends, other beautiful girls and beauty vloggers. Individuals were found to be strongly influenced by their peers. The encouragement and pervasive use of makeup by friends triggers individuals to try makeup. Peer pressure is another force that pushes individuals to use makeup. Additionally, friends can influence consumers' purchase intention, product trials, brand usage, and makeup style choice. Keep in mind: this is just a sample. Get a personalized article from our expert writers now. Get a Custom Essay Hofstede et al. (2010) stated that girls' beauty ideals are more influenced by parents than by the media or celebrities. However, in our study, YouTube beauty vloggers emerge as a new reference group that has an impact on consumers' perceptions of their belief in beauty 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, skills and trends as a rich, alternative source for consumers to build and present themselves..