- Volume 21 Issue 3
DOI QR Code
A Case Study on the Development of New Brand Concept through Big Data Analysis for A Cosmetics Company
화장품 회사의 빅데이터분석을 통한 브랜드컨셉 개발 사례분석
- Received : 2020.08.31
- Accepted : 2020.09.22
- Published : 2020.09.30
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.
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