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http://dx.doi.org/10.15207/JKCS.2021.12.4.161

Study of Integrated Brand Communication in Clean Beauty Cosmetics  

Lee, Young-Hwa (Dept. of Visual Information Design, Dong Yang Mirae University)
Publication Information
Journal of the Korea Convergence Society / v.12, no.4, 2021 , pp. 161-169 More about this Journal
Abstract
'Clean beauty' attracts attention with an increasing interest in cosmetics without harmful ingredients as people wear masks in the age of COVID-19. Thus, this study selected and analyzed clean beauty cosmetic brands circulated in Korea on/offline in 2020. This study extracted 36 clean beauty brands and selected 20 suitable brands through an experts' analysis. For an analysis of clean beauty cosmetic brand communication, components: naming, logo, color, package, and website were drawn to conduct a survey. Preferred were the words they come up with when they think of nature or health for naming; wordmarks in a simple form for logo; greenish or yellowish for color; the simple form aligned center on the container body for package; and the images of plants, animals, and humans for website. To sum up the components, utilizing natural, clean, and light images harmoniously, acted as a factor for preferring the clean beauty cosmetic brands.
Keywords
Clean Beauty; Vegan Beauty; Integrated Brand Communication; Componen; Cosmetics;
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