• 한국의류산업학회지
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• 제18권6호
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• pp.812-824
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• 2016

Morning grooming is a ritual daily held for transition from private to public life of an individual. Based on the previous literature's definition of the ritual characteristics, this study aims to identify the meaning of grooming rituals that are repeatedly performed every morning. Although many studies have conducted ritualistic analysis of the behaviors that are closely related to daily life, few studies analyze grooming from a ritualistic perspective. Establishing the ritual - that is, a person's distinct behavioral pattern-as the core concept, this study reveals the relationship between ritual performers and the ritual's composition to identify the meaning of the grooming ritual. The study conducts qualitative research with ten participants to identify the ritual characteristics of every-morning grooming and the factors that influence this ritual. Considering everyday grooming as a behavioral pattern that possesses mostly ritualistic elements, the study examines both the external characteristics that are shown through the methods of grooming and the internal characteristics that reflect the inherent symbolic meaning. This study contributes to extending the scope of the field. By understanding the factors that influence grooming rituals, companies can communicate their marketing messages regarding the step-by-step approach to grooming, thereby supporting consumers to effectively use various grooming products.

• 한국의류학회지
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• 제40권2호
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• pp.382-396
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• 2016

This study explores 1) the cultural meanings that television beauty programs deliver, 2) the ways consumers consume TV beauty programs, and 3) the differences in the meaning of television beauty programs according to personality types. An Enneagram was used to define different personality types. The Enneagram explained personalities according to underlying core energies and was useful to grasp consumer behavior. Exploratory data were collected through in-depth interviews of fifteen women in their twenties who watched television beauty programs regularly. The personality types were classified according to three core energies: head-centered, heart-centered, or body-centered. The results were: First, television beauty programs were celebrity-focused, product-focused, and consumer-focused. They were found to help consumers improve their appearance in an appearance-oriented contemporary society by sharing appearance management information. Second, consumers consumed the products from television beauty programs as well as sought a "beautifully transformed self". Third, cultural meanings moved first from a culturally-constituted world to consumer goods through television beauty programs that then moved these goods to the individual consumer through symbolic consumption behavior along with grooming rituals, evaluation practices, appreciation practices, and accounting practices. Symbolic consumption behavior differed with personality type: heartcentered consumers transferred meaning through grooming rituals and appreciation practices, head-centered consumers through evaluation practices, and body-centered consumers through accounting practices.

• 한국의류학회지
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• 제45권2호
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• pp.356-375
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• 2021

The Generation Z (Gen-Z) consumer has a unique beauty-consuming behavior that is distinct from the previous generations. This study aims to identify the meaning of makeup rituals based on the theoretical framework of the ritual concept. In-depth interviews were conducted with fifteen females in their mid-teens to early 20s. The results showed that Gen-Z has different types of makeup ritual scripts for both ordinary days and special days, which are constantly being re-written and revised based on the experience accumulated. In addition, there are various types of ritual artifacts that play an important role in Gen-Z's makeup ritual, and that they provide psychological comfort and satisfaction. The importance of DIY (Do It Yourself), collecting, and independent brands is emphasized. The role of Gen-Z in the makeup ritual was expanding from a creator for her own ritual to a collaborator for peers' rituals, and sometimes the expansion goes beyond the direct relationships to virtual ones through SNS (Social Network Service). The Gen-Z cohort is found to be a member of beauty knowledge network through which they learn, share, and create the know-how and shopping skills.