• The monthly packaging world
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• s.253
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• pp.50-57
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• 2014

LG생활건강은 '고객의 아름다움과 꿈을 실현하는 최고의 생활문화기업'이 되고자 Healthy, beautiful, Refreshing의 3개 영역에서 소비자에게 가치를 제공하기 위한 사업을 펼치고 있는 매출규모 4조원의 FMCG(Fast Moving Consumer Goods) 회사이다. LG생활건강의 지속가능경영보고서에 따르면 프레스티지 화장품 부문은 기존 브랜드가 지속적으로 성장하는 가운데 스타제품 육성 등 신규 브랜드들의 성과를 자랑하고 있으며 매스티지 화장품 부문은 친환경제품에 대한 소비자들의 높아진 관심 속에 에코브랜드 '비욘드'가 급성장 한 특징을 들 수 있다. 생활용품 사업은 엘라스틴, 테크, 페리오, 샤프란 등 메가브랜드들이 이끄는 주요 카테고리들이 꾸준히 성장해 2위 업체와의 격차를 더욱 벌리며 지속적으로 시장지배력을 높여가고 있다. 이 외에도 음료 사업은 소비자 선택의 폭을 넓히는 다양한 제품보강 및 유통 커버리지 확대 등으로 지속적인 패키지 이노베이션과 소비자 선택의 폭을 넓히며 전 브랜드가 고르게 성장했다. 본 고에서는 LG생활건강의 화장품용기 감량화 사례 및 지속가능 제품 개발 사례에 대해 살펴보도록 한다.

• Asia Marketing Journal
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• v.13 no.2
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• pp.1-26
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• 2011

This study tried to investigate the relationships among the sought benefits, consumer-brand relationship and purchase experiences with regard to cosmetics, based on Scmitt (1999)'s Strategic Experiential Modules (SEM) which classified consumer's purchase experiences into five modules (sense, feel, think, act & relate) and provide strategic implications based on the results. According to the result, among the sought benefits of cosmetics, functionality had the most significant impact on purchase experience, and brand affected "sense" and "think-act-relate" experiential modules. Fashion was only found to affect "feel" module. Also, the "think-act-relate" module positively affected all components of consumer-brand relationship. And, "love and passion" component was significantly influenced by sensory experience, while "mutual commitment" and "affinity" were both affected by affective experience. In addition, gender difference was found in fashion, economy, and functionality among the sought benefits, Specifically, women showed higher score on fashion and functionality than men, while men scored higher in economy benefit than women. Also gender was a differentiating factor for "feel" and "think-act-relate" experiential modules, where women scored higher than men. Finally, In terms of causal relationships, "functionality" influenced all three experiential modules (sense, feel, think-act-relate) for both men and women. But, women showed more significant relationship between brand and sensory module, whereas men showed significant relationship between brand and think-act-relate module. At conclusion, the study provides some strategic implications that cosmetics companies need to strengthen brand relationship with consumers in order to provide them with targeted purchase experiences that fit the benefits most sought by them, which will result in competitive strengths.

• Proceedings of the Korean DIstribution Association Conference
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• 2006.05a
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• pp.141-164
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• 2006

오늘날 새로운 마케팅 기법으로서 고객중심적인 체험마케팅의 중요성이 증대되고 있다. 본 연구는 여성화장품 소비자의 체험마케팅이 브랜드 인식에 미치는 영향을 파악하는데 목적을 두고 있다. 연구는 설문조사를 통해 수행하였으며 설문조사는 국내 한 화장품회사의 체험행사에 참여한 여성으로 하였다. 설문은 체험마케팅 참여 전과 후로 나누어 두 차례 동일한 상대를 조사하여 그 결과를 비교하였으며, 연구결과 첫째, 체험마케팅 행사 참여 후 브랜드인지도의 향상은 유의한 것으로 나타났고. 둘째, 체험마케팅 행사 참여 후 브랜드 신뢰도도 유의하게 향상된 것으로 나타났다, 셋째, 체험마케팅 행사 참여 후 브랜드충성도도 유의하게 향상된 것으로 나타났고 넷째, 체험마케팅 행사 참여 후 브랜드이미지도 유의하게 향상된 것으로 나타났다. 따라서 본 연구는 소비자의 브랜드 인식을 향상하는데 있어 체험마케팅의 효과가 입증되었다.

• Journal of the Korea Convergence Society
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• v.12 no.4
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• pp.161-169
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• 2021

'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.

• Knowledge Management Research
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• v.21 no.3
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• pp.215-228
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• 2020

This study introduces the case of a company that newly jumped into the competitive cosmetics market with a brand concept developed through big data analysis. Skin Reverse Lab, which possesses anti-aging material technology, launched a new brand in the skincare cosmetics market. Using a big data analysis program called Luminoso, SNS data was analyzed in four areas, which were consumer attitudes toward overall cosmetics, skincare products, competitors, and consumers' experiences of product use. The age groups and competitors were analyzed through the emotional analysis technique including context, which is the strength of Luminoso, and insights on consumers were derived through the related word analysis and word cloud techniques. Based on the analysis results, Logically Skin have won various awards in famous magazines and apps, and have been recognized as products that meet global trend standards. Besides, it has entered six countries including the United States and Hong Kong. The Logically Skin case is a case in which a new company entered the market with a new brand by deriving consumer insights only from external data, and it is significant as a case of applying AI-based sentiment analysis.

• Journal of Convergence for Information Technology
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• v.12 no.4
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• pp.303-315
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• 2022

This study compared and analyzed Japan and China, two major competitors to Korea, in the male cosmetics market, which has been shifted dramatically by the outbreak of COVID-19, with implications for the ASEAN market in mind. Questionnaire copies collected from 300 men in Generation MZ living in Korea, China, and Japan were used for analysis, and SPSS 21.0 was used to conduct a statistical analysis of the collected questionnaires. The following are this study's results: First, this study identified their purchase behaviors. The average amount of money the male respondents spent on buying cosmetics was below KRW 30,000 in Korea, China, and Japan. Functionality and texture ranked as top factors contributing to cosmetics purchases in all the three countries. Second, with regard to brands preferred by the respondents, Korea and China were open to foreign brands, while Japan mostly preferred its domestic brands. Functionality and texture ranked as top factors contributing to cosmetics purchase in all the three countries. Second, with regard to brands preferred by the respondents, Korea and China were open to foreign brands, while Japan mostly preferred its domestic brands. Third, this study found changes in the use of cosmetics since the outbreak of COVID-19. The respondents' biggest skin concern since COVID-19 was acne in Korea and Japan and increased sebum excretion in China. Concerns about sebum were commonly ranked high across the three countries. Based on these results, this study is suggested as a reference to improve the export competitiveness of Korean male cosmetics in the ASEAN market.

• 한국벤처창업학회:학술대회논문집
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• 2022.11a
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• pp.187-191
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• 2022

최근 기초화장품 트렌드로 클린 화장품, 비건 화장품 등이 브랜드별로 새롭게 출시되고 시장내 성장하고 있다. 한동안 화장품의 성분에 대한 관심과 영향이 커지면서 기능성화장품, 코스메슈티컬화장품, 더마화장품들이 신뢰를 얻고 인기가 있던 가운데, 효능 외의 요소를 소구하는 브랜드와 제품에 대한 관심이 커지고 있는 중이다. 본 연구는 이러한 변화에 있어 소비자의 라이프스타일과 소비가치의 상관관계가 영향이 있을 것으로 보고 이를 분석하고자 한다. 또한 ESG가 강조되는 사회 분위기 속에 클린 화장품 또는 비건 화장품의 소비가 일종의 자기표현의 욕구를 충족시켜주는 역할로써의 관계가 있는지도 알아보고자 한다. 따라서 기초 화장품을 사용하는 소비자들을 대상으로 라이프스타일과 자기표현욕구가 비건화장품 구매의도에 미치는 영향 및 소비가치를 매개변수로 하여 라이프스타일과 자기표현욕구와 구매의도 간의 영향을 살펴하고자 한다. 독립변수는 라이프스타일의 하위변수인 외모관리 지향형, 질적건강추구형으로 구분하였고, 자기표현욕구를 사용하였다. 설문조사는 대학생, 직장인, 주부등 20대부터 40대까지 연령층을 대상으로 진행하여 실증분석에 사용할 예정이다. SPSS v22.0을 사용하여 3단계 매개모형을 기반으로 회기분석할 예정이다.

• Knowledge Management Research
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• v.21 no.3
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• pp.141-160
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• 2020

This study provides a new perspective on the effect of social media marketing activities (SMMA) on purchase intention in Korean cosmetic firms. The increasing use of social media has changed how firms engage their brand with consumers. This phenomenon triggered a need for this research to examine further the influence of SMMA on social brand engagement (SBE), brand equity (BE), and purchase intention (PI). The purpose of this paper is to investigate the effect of SMMA on purchase intention in Korean cosmetic firms with brand equity and social brand engagement. The factors of SMMA were identified based on previous literature reviews that have an impact on social media marketing activity. To empirically test the effects of SMMA, this study conducted a questionnaire survey on 219 social media users for data analysis out of the initial 332 survey data. The results reveal that all five SMMA elements are positively related to BE, SBE, and PI. The study enables cosmetic brands to forecast the future purchasing behavior of their customers more accurately and brings clarity to manage their assets and marketing activities as well.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.12 s.138
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• pp.1632-1643
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• 2004

The competitiveness of the domestic cosmetics market will improve more rapidly when efficient market segmentation is secured, qualitative information about each of the segmented markets is gathered, and adequate marketing strategies to meet the demands of each segmented markets is established. Therefore, continuous studies are needed to secure qualitative information for market segmentation. In order to find out whether the domestic cosmetics market could be segmented according to consumers' shopping orientation, the present study analyzed cosmetics purchasing behavior, complaint behavior, and demographic characteristics of each consumer group classified according to their shopping orientation. The study was implemented by a normative-descriptive survey method using a questionnaire. Three groups of consumers were identified according to their shopping orientation: price-oriented group, information-oriented group, and brand-oriented group. It was confirmed that the groups, classified according to shopping orientation, have significantly different demographic, purchasing, and complaint behavior. Therefore, shopping orientation should be carefully considered in the segmentation of the cosmetics market.

• Proceedings of the KAIS Fall Conference
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• 2012.05a
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• pp.122-124
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• 2012

한국을 찾는 외국인에게 한류는 무형의 문화상품이며 새로운 자극을 원하는 외국인 수용자에게 지속적인 한류상품 개발이 요구되고 있다. 화장품 산업이 한류라는 문화적 현상을 긍정적으로 수용하고 산업적으로 재해석하여 해외 현지에 성공적으로 안착하는 과정을 살펴보고 방향성을 진단하려는 의도에서 시작되었다. 한류가 화장품 산업에 미치는 영향과 실제로 구현되는 사례를 통하여 한류의 모델이 브랜드 확장의 한 축으로 영향력을 보여주고 브랜드 자산을 키우고 있다는 것을 알 수 있다. 문화가 성공적으로 입성한 곳에 산업이 무혈입성하는 과정을 화장품 산업은 선두에서 보여주고 있다.