Browse > Article
http://dx.doi.org/10.7233/jksc.2016.66.6.158

Comparative Analysis of Chinese and Vietnamese Women's Perceptions of K-beauty Color Image  

Zhao, Xue (Dept. of Cosmetic Science & Management Industry, Incheon National University)
Park, Jee Sun (Dept. of Cosmetic Science & Management Industry, Incheon National University)
Kim, Chanju (Dept. of Cosmetic Science & Management Industry, Incheon National University)
Publication Information
Journal of the Korean Society of Costume / v.66, no.6, 2016 , pp. 158-177 More about this Journal
Abstract
In recent years, K-beauty including Korean cosmetics and beauty care tips, is becoming popular in various Asian countries such as China and Vietnam along, with the popularity of the Korean wave. Color images are a highly effective tool in establishing image development strategies in the process of developing cosmetic brands. Surveys on the color images of K-beauty perceived by foreigners need to be preceded for the development of differentiated images and the establishment of management strategies regarding K-beauty. Therefore, the purpose of this study was to examine the color images perceived by Asian consumers about K-beauty, and come up with measures to facilitate K-beauty. To this end, this study selected the two countries, China and Vietnam that show high levels of acceptance of K-beauty, and compared the color images of K-beauty perceived by female consumers in these countries. Then, the study visually suggested these images with color palettes, and compared differences in the perception of color images according to demographic characteristics. Beijing and Shanghai showed similar degrees of perception in most color images of K-beauty whereas Hanoi showed a lower perception level. K-beauty color images were classified into 6 groups: feminine, natural, elegant, modern, sensual, active, and popular, which represent symbolic images of K-beauty.
Keywords
China; color image; color palette; K-beauty; Vietnam;
Citations & Related Records
연도 인용수 순위
  • Reference
1 IRI Color Design. (2003). What color should I? Seoul, Korea: Yognjin.com.
2 Japan Color Design Institute. (1992). Dictionary of Color Design. Tokyo, Japan: Japan Color Design Institute.
3 'K-Beauty' attracted the world to ride the Wave (2016, March 28). Naver Blog, Retrieved from http://cafe.naver.com/cultureportal/1065
4 Kim, C. & Park, J.-S. (2015). Consumers' emotional responses to cosmetic packaging design. The Brand Design Association of Korea, 13(2), pp. 79-90.   DOI
5 Kim, H, N. (2014). Developing image analysis model for each field of color applications (Unpublished doctoral dissertation). Chungnam National University, Daejeon, Korea.
6 Kim, J. Y. (2001) Research study on color coordination palettes for web site design through survey on user's sensitivity in color: Case studies on fashion designer's website (Unpublished master's thesis). Ewha Womans University, Seoul, Korea.
7 Kim, S. J., Zhang, Y. X., Meng, H. Y. & Lee, Y. B. (2013). A study on the entry strategy for Korean cosmetics to chinese market. Korean Society of Culture Industry, 13(4), pp. 73-83.
8 Kim, Y. H. (2011). Relation between the brand image of color cosmetics advertisement and a consumer feel-Focused on the brand of Shiseido Maquillage (Unpublished master's thesis). JoongAng University, Seoul, Korea.
9 Kobayashi, S. (1992). Color & image dictionary. Tokyo, Japan: Koodam Pub.
10 Kwon, E. S., Kim, Y. J., Kim, J. I., Song, K. S., & Choe, Y. M. (2000). A Study on methodology for developing color design concepts for the case of cosmetic brand "primera", Korean Journal of the Science of Emotion & Sensibility, 2000(-), pp. 417-425.
11 Deng, X. W. (2015). A study on the purchase intention of Chinese consumers for cosmetic PPL in Korean dramas (Unpublished master's thesis). Incheon National University, Seoul, Korea.
12 Han, D. S. (2010). Color II. Seoul, Korea: Color Bank Communication.
13 Han, J. M. & Kang, H. S. (2013). A study on brand identity and color image of domestic cosmetics: Focused on BI and website of high price brand and middle-low price. Korean Design Forum, 38, pp. 253-264.
14 Hwang, S. Y. (2009). A study on the development of a natural coloration palette: Centered on the nature image of four seasons of Korea (Unpublished master's thesis). Hongik University, Seoul, Korea.
15 Lee, D. Y. (2015, August 21). Vietnam cosmetics market information and regulations, Global Window. Retrieved from http://www.globalwindow.org/search/search.jsp
16 Lee, J. M. (2007). Color scheme coordination. Seoul, Korea: Iljinsa.
17 Lee, M. J., Rhie, J. M., Jang, Y. S., & Jang, M. J. (2012). Preference of moisturizing cosmetics' container design image- With a focus on sensitivity adjective image language. Korean Society of Design Science, 25(1), pp. 125-134.
18 Lee, S. Y. (2016, January 22). Cosmetic 'moonshot', YG Entertainment expecting Hallyu blast with celebrity endorsers G-Dragon, Sandara Park, The kukmin Ilbo, Retrieved from http://news.kmib.co.kr/article/view.asp?arcid=0010282568&code=61171811&cp=nv