• Journal of the Korea Fashion and Costume Design Association
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• v.21 no.3
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• pp.55-66
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• 2019

The makeup experience service in a theme park was analyzed for the study on the makeup service using experiential marketing based on recent consumer experience. The results of the study showed that the utilization, marketing effect, and lifestyle in makeup service at the Experiential marketing are analyzed. In other words, according to the variables, the purpose of this study is to the effect on the satisfaction, loyalty, and Intent to revisit. In this study, in order to achieve this, literature research and Empirical study on the same time. In literature review, Theories and previous studies were considered which are about experience marketing, lifestyle, makeup service, loyalty, satisfaction, and the intent to revisit. Then, a research model and a hypothesis were established. In empirical study, Based on this, it was applied to the makeup service in a theme park and verified through analysis methods such as frequency analysis, reliability verification, factor analysis, and structural equation modeling. The results showed that experience marketing and lifestyle had a significant influence on satisfaction, loyalty, and return visit intention. Based on this research, the makeup service using experience marketing would be hopefully more practical as a typical culture content marketing.

• The Research Journal of the Costume Culture
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• v.29 no.5
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• pp.706-718
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• 2021

The purpose of this study is to identify the relationship between experience marketing using makeup services and theme park users' satisfaction, loyalty, and revisit intention. This is because it can identify the usefulness of makeup services and provide implications for effective field marketing strategies. In order to achieve the purpose, 668 users of the theme park were surveyed after convenience screening as research participants. The main theme was the makeup service for visitors to Lotte world, Everland, and Hapcheon Ghost theme park. this study reviewed previous studies and applied them to the makeup service. Based on this, the research model and the hypothesis were established, and as part of the empirical research, the hypothesis was verified through analysis methods such as frequency analysis, reliability verification, factor analysis, and structural equation modeling. The summary of the research results based on empirical analysis is as follows. First, as a result of analyzing experience marketing using makeup services has a positive impact on the satisfaction of customers using theme parks. Second, experience marketing using makeup services has a positive effect on customer loyalty. Third, experience marketing using makeup services has a positive effect on intention to return. Fourth, satisfaction and loyalty were found to affect the intention to return. Based on this research, we hope that the makeup service as experiential marketing can be effectively applied in various fields, and that the research can be used as basic data to make the makeup service into the representative cultural contents marketing.

• Journal of Digital Convergence
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• v.18 no.11
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• pp.459-464
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• 2020

This study is a study that analyzes the user experience of a virtual makeup application in the beauty industry where color or formulation testing is important. Recently, cases of beauty smart stores and beauty applications using AR and AI are increasing. However, since virtual makeup is different from testing a real product, it is necessary to derive needs through research from the user's side. In order to compare user preferences by using AR and AI cases, six factors based on the emotional interface model were analyzed through a questionnaire to identify items with statistically significant figures. As a result, the user felt comfortable with the virtual makeup function, but showed that it needs to be supplemented in terms of reliability. Since this study focused on the customer experience as a real user and identified the main experience factors and needs of virtual makeup through two types of comparison, it is hoped that this study will be useful as a prior study.

• The Research Journal of the Costume Culture
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• v.19 no.6
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• pp.1372-1384
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• 2011

The purpose of this study was to identify egonomy tendency on their self-makeup and appearance management behavior of university women in Jeonbuk province. A self-administered questionnaire was used for data collection. Frequency analyses, reliability analyses, cross-tabulations and multiple regression analyses were used. Factors of university women's egonomy tendency were individuality, value, luxury good, style, design, appearance, and economic feasibility. University women were classified into the egonomy retarde group(G1), the value pursuing group(G2), the economic feasibility pursuing group(G3), and the highly egonomy pursuing group(G4). G1 were indifferent to their makeup methods and appearance management, had the least experience in buying recommended cosmetics or idea cosmetics. G2 invested time and efforts in makeup and managed their appearance with cosmetics or folk remedies, had less experience in buying artist brand cosmetics. G3 performed makeup frequently, were not much interested in appearances while showing the most frequent appearance management behaviors using cosmetics of folk remedies, and spent small amount of money to buy cosmetics. G4 showed high frequencies of all factors of self-makeup and appearance management behaviors, had the most experience in buying artist brand cosmetics and spent much amounts of money to buy cosmetics. Self-makeup behavior was affected by their tendencies to pursue individuality, values, appearance and appearance management behavior was affected by their tendencies to pursue luxury goods, appearance, and economic feasibility.

• Journal of Fashion Business
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• v.19 no.5
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• pp.188-198
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• 2015

This study analyzed the qualifications necessary and manpower required in the Jeju nail art and make-up industry. We aimed to investigate the relationship between NCS education and national technical qualifications. For this study, 164 participants were given a questionnaire, and the collected data were analyzed via frequency analysis and multiple regression analysis using SPSS Ver. 18.0. The results of this study are as follows: 1. Matching job seekers with available positions was more difficult in nail art businesses than in makeup businesses. The main routes by which practitioners found jobs were Internet job sites and acquaintances. In addition, experience was the first consideration in hiring employees. 2. Those in high positions had less intention of employing students who had received NCS education, than those in lower positions. Intention to employ NCS graduates was high in businesses that found their employees through Internet job sites, vocational training institutes, acquaintances, or colleagues. Nail art workers prioritized NCS educational units in the following order: nail care, nail shop hygiene, gel nails, cosmetic nail removal, and tips/wraps. Makeup workers had the following priorities: basic makeup, wedding makeup, makeup shop safety, and hygiene management. They also mentioned basic occupational skills such as communication skills, interpersonal skills, and problem solving skills. Moreover, the new national licensing system was found to reflect competency in the most important skill sets.

• Journal of the Korean Society of Fashion and Beauty
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• v.1 no.1 s.1
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• pp.65-78
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• 2003

This research is to provide practical help in learning hair and makeup illustration skills by presenting techniques for hair and makeup drawing; to serve efficient illustration education; and to enhance the status of beauty and contribute to artistic development. Hair style and makeup techniques include graphical one, pattern-centered one, one using pattern paper, simplifying one and mood one expressing image. Of them, this research made the illustrations to use cosmetics, color pencils and pastel based on the graphical technique. for each design of the illustrations, ethnic, sexy, natural, romantic and gorgeous images, which were considered to be appropriate to the graphical technique, were chosen by the researcher out of hair and makeup styles that appeared in the fashion magazines including Vogue, Gap, Mode et Mode from 2000 through 2001. In particular, they were chosen with focusing on basic styles. The summaries below were found with the experience of making illustrations. Various techniques and skills are required to express the ideas of hair and makeup styles. Of them, the graphical technique is very useful as the primary step to learn various techniques and improve drawing skills. First, the graphical technique may enable not only expressing what is desired to draw as is, but also accurately representing hair and makeup designs so as to convey objective expression. In this regard, it is a proper way to achieve its inherent purpose as conveyance of messages. Second, more accurate styling of hair and makeup is available through graphical expression, which helps understand related practical techniques. In addition, makeup illustration, which is expressed through direct makeup products and instruments, may serve skill improvement since such direct use provides the feeling of real makeup. Third, the graphical technique as a basic drawing skill may unrestrictedly show the artist's expression ability. Fourth, although artistic merits implying individuality and creativity should be shared through illustrations that express the artist's ideas or emotions, the graphical technique is the easiest method to beginners who just started learning of illustration, in that it enables expression without highly advanced skills.

• Journal of the Korean Society of Clothing and Textiles
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• v.45 no.2
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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.

• Asia Marketing Journal
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• v.15 no.4
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• pp.33-49
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• 2014

Environmental concern has been an important issue for a few decades, and the extent of consumer demand for eco-friendly consumption has been increased. This study seeks to investigate consumers' willingness to pay (WTP) a premium for eco-friendly cosmetics. This study evaluates how much more a consumer is willing to pay for eco-friendly cosmetics and examines significant factors influencing consumers' WTP for eco-friendly cosmetics. Consumers' WTP is measured using four different ecofriendly cosmetics: low-priced skin care cosmetics, low-priced makeup cosmetics, high-priced skin care cosmetics, and high-priced makeup cosmetics. This study uses the contingent valuation method (CVM) to estimate consumer's WTP for eco-friendly cosmetics. Survey questions were designed using both dichotomous choice and payment card method of CVM. Through face to face interviews and on-line surveys, the data were collected from women between 20 and 49 years old residing in Seoul and Kyeonggi area, Korea, in May 2010. A total of 226 questionnaires (132 from interviews and 94 from on-line) were included for the analytical sample in this study. The data were analyzed using descriptive analysis, T-test and Log-Logit analysis. The findings are as follows: First, the WTP measured by dichotomous choice method was estimated using the Log-Logit analysis. The results showed that the estimated WTP for low-priced skin care cosmetics was 19,152 won, which was 27.7% higher than the reference price, 15,000 won. For low-priced makeup cosmetics, the estimated WTP was 18,524 won, and its green premium was 21.0%. The estimated WTP for high-priced skin care cosmetics was 59,128 won, which was 18.3% higher than the reference price, 50,000 won. For high-priced makeup cosmetics was 57,666 won, and its green premium was 15.3%. Second, the WTP measure by payment card method was estimated using descriptive analysis. The results showed that the respondents were willing to pay 17,955 won for low-priced skin care cosmetics, which was 19.7% higher than the reference price, 15,000 won and 17,595 won for low-priced makeup cosmetics, which was 17.3% higher than the reference price. For high-priced skin care cosmetics, the average WTP was 56,950 won which was 13.9% higher than the reference price, 50,000 won. For high-priced makeup cosmetics, the average WTP was 55,650 won, which was 11.3% higher than the reference price. Overall, the WTP was higher in order of low-priced skin care, low-priced makeup, high-priced skin care, and high-priced makeup. It means that consumers decide degree of premium based on the price and the attributes of eco-friendly products. Third, the findings showed that age, monthly income, and having children or not were statistically significant factors that influenced consumers' willingness to pay for eco-friendly cosmetics. Other explanatory variables such as education, marital status, job, purchase experience of eco-friendly products, and environmental concerns did not show any statistical significance. The major contribution of this study is the investigation of the value of green attributes of the products by using CVM. Unlike most previous researches, this research used two methods of CVM, the dichotomous choice and the payment card, so it enhanced the reliability of research. According to this study, consumers showed price sensitivity when they pay green premium. These findings can be used as useful information to establish marketing strategies for green cosmetics.

• The Journal of Information Systems
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• v.31 no.3
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• pp.1-18
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• 2022

Purpose The purpose of this study is to analize a psychological and behavioral mechanism for using profile picture management in digital service such as social network service. Profile picture management falls under metadata management and is performed only by those who want it. This means that it, is one of the typical makeup-type digital shadow works (DSWs) which have not been studied yet. Design/methodology/approach This study adopts ground theory method(GTM) as research methodology. GTM, which is one of qualitative methodologies, is for developing theories while most survey based methodologies, which are well adopted in much research for information systems, are for validation of theories. By interviewing ten users, the data are collected and analyzed by open coding, axis coding with paradigm model, and selective coding. Findings In result, 39 codes are found and classified into 29 sub classes and 15 classes. These 15 classes are organized by paradigm model which derives core code of profile picture management as 'voluntary management tasks to experience small pleasures with intermittent attention'. Finally, based on the paradigm model and the core code, the story line, which can explain profile picture management, is suggested.

• Journal of Digital Convergence
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• v.18 no.3
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• pp.49-57
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• 2020

Over time, the beauty industry has entered a mature industry and cannot survive unless it changes. In reality, the AR market for virtual experimental marketing is growing in the beauty industry, and global companies like FACEBOOK in the US are investing heavily in AR. Therefore, this study utilizes augmented reality technique to find out how the experience of using AR application affects female consumers' satisfaction and how they feel. This study will focus on how the relationship with purchase intention is mediated. In addition, we will help to suggest the development direction of augmented reality with makeup by analyzing the overall factors at the time when new technology, augmented reality marketing is becoming active.