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http://dx.doi.org/10.15207/JKCS.2019.10.3.243

Beauty experts' perception awareness of Korean mask packs  

Kwon, Hye-Jin (Dept. of Chemical Engineering, Soongsil University)
Publication Information
Journal of the Korea Convergence Society / v.10, no.3, 2019 , pp. 243-248 More about this Journal
Abstract
This study was designed to prepare measures for future development and growth of local cosmetics industry by examining awareness, purchasing behaviors and satisfaction of beauty professionals with regard to Korean brand mask packs that have recently created a big trend in the beauty market. According to the results of survey, 80.6 percent of the respondents said that the most important factor in buying a mask pack was 'effect,' and as for the needed improvement of mask packs, 33.7 percent responded 'effect,' indicating that consumers still find the function of a product is unreliable. In addition, the respondents said that 'K-beauty effect' was the reason why mask packs were highly popular abroad, especially in China, and items that can promote beauty market were also said to be 'K-beauty advertising and promotion,' so it is believed that a good impression of K-culture rather than its own efficacy or reliability is leading to the present results. Therefore, K-beauty industry is expected to grow further in the global market if domestic and abroad consumers' confidence on the product is gained through the development of superior products that have improved effect and usability.
Keywords
mask pack; consumers' perception; customer Satisfaction; cosmetics industry; K-beauty;
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