• 품질경영학회지
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• 제49권4호
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• pp.595-607
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• 2021

Purpose: This study introduces a systematic framework to evaluate service satisfaction of cosmetic brands through online review analysis utilizing Text-Mining technique. Methods: The framework assumes that the service satisfaction is evaluated by positive comments from online reviews. That is, the service satisfaction of a cosmetic brand is evaluated higher as more positive opinions are commented in the online reviews. This study focuses on two approaches. First, it collects online review comments from the top 50 global cosmetic brands and evaluates customer service satisfaction for each cosmetic brands by applying Sentimental Analysis and Latent Dirichlet Allocation. Second, it analyzes the determinants that induce or influence service satisfaction and suggests the guidelines for cosmetic brands with low satisfaction to improve their service satisfaction. Results: For the satisfaction evaluation, online review data were extracted from the top 50 global cosmetic brands in the world based on 2018 sales announced by Brand Finance in the UK. As a result of the satisfaction analysis, it was found that overall there were more positive opinions than negative opinions and the averages for polarity, subjectivity, positive ratio, and negative ratio were calculated as 0.50, 0.76, 0.57, and 0.19, respectively. Polarity, subjectivity and positive ratio showed the opposite pattern to negative ratio, and although there was a slight difference in fluctuation range and ranking between them, the patterns are almost same. Conclusion: The usefulness of the proposed framework was verified through case study. Although some studies have suggested a method to analyze online reviews, they didn't deal with the satisfaction evaluation among competitors and cause analysis. This study is different from previous studies in that it evaluates service satisfaction from a relative point of view among cosmetic brands and analyze determinants.

• 대한한방피부미용학회지
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• 제1권1호
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• pp.98-113
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• 2005

This paper provides comparison and analysis between brand images of Korean herbal cosmetics and general, imported cosmetic brands, focusing on product's symbolic and functional images. The objective is to evaluate brand images of Korean herbal cosmetics to suggest a powerful brand image strategy that will be different and competitive. Data collection was performed on 300 adult women who were over 20 years of age and lived in Seoul or KyongKi area. Analysis was carried out using SPSS version 11.5 and frequency analysis, T-Test and $X^2$ verification was also performed. Analysis results for brand images of Korean herbal cosmetics are as follows. First, satisfaction scale as a purchase feature for users of Korean herbal cosmetics were 'Normal' 51.5%, 'Satisfactory' 35.1%, 'Very Satisfactory' 8.2% and 'Unsatisfactory' 5.2%. Regarding improvements, 'Efficacy, Effect' was the highest with 46%. Second, 'SEOLHWASOO' and 'BAEKOKSENG' among Korean herbal cosmetic brands, 'IOPE' and 'ISA KNOX' among general cosmetic brands and 'LANCOME' and 'CHANEL' among imported cosmetic brands displayed high recognition. Third, the symbolic and functional images of Korean herbal cosmetic brands were seen to be better compared to their general and imported counterparts. Especially, product related features of Korean herbal cosmetic brands received a more positive response compared to imported brands, which suggests that with research and improvement regarding non-product related features, functional images of herbal brands may be appraised ahead of imported brands. Fourth, there is a significant difference in brand preference according to the satisfaction of groups who actually use herbal cosmetics and the purchasing attitudes of groups who do not. Therefore, an active relationship marketing strategy is required to maximize satisfaction and to elicit favorable attitudes. By developing functional native ingredients, constructing data that can prove its efficacy and effects, and appealing its unique, differentiated symbolic value together with Orientalism, herbal medicines will be able to take off to be acknowledged worldwide.

• 한국생활과학회지
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• 제23권2호
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• pp.303-316
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• 2014

This study analyzed the effects of price perception and product attributes on brand loyalty and repurchase intention, and compared the differences in high- and low-priced cosmetic brands. Data were collected from female consumers in their 20s to 40s and a total of 411 responses were used for the final analysis. Findings were as follows. First, when comparing high- and low-priced brands, personal attribute and experiential attribute among cosmetic attributes, brand loyalty, and repurchase intention of high-priced showed the higher mean scores than those of low-priced. Second, all of three cosmetic attributes and P-Q/prestige were significant for high-priced brand loyalty, while experiential attribute, personal attribute, P-Q/prestige, and price consciousness were significant for low priced brand loyalty. Third, with respect to repurchase intention, all of three cosmetic attributes, P-Q/prestige, and sales proneness were significant for high-priced, while experiential attribute, personal attribute, and P-Q/prestige were significant for low-priced. Personal attribute contributed the most to high-priced brand loyalty and repurchase intention, whereas experiential attribute to low-priced. The findings of this study would be helpful to understand the purchase of high and low priced cosmetic brands. The managerial implications for cosmetic brand marketers were provided.

• 커뮤니케이션디자인학연구
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• 제64권
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• pp.64-75
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• 2018

고가의 의류, 가방, 신발 등의 시장을 장악해온 명품 패션브랜드들이 최근 본격적으로 화장품 시장에 뛰어드는 행보를 보이고 있다. 본 연구는 명품 패션브랜드가 화장품브랜드로 확장을 진행하면서 자사의 브랜드 정체성을 화장품브랜드에 어떻게 표출하고 있는지, 화장품 패키지 디자인의 조형적 기호를 분석하고 준상징적 체계를 도출하는 시각적 정체성 분석 방식을 통해 살펴보고자 하였다. 따라서 본 연구에서는 최근 화장품브랜드로 명성이 높은 입생로랑과 아르마니 같은 패션 명품브랜드의 대표적 인기 제품군인 쿠션 팩트와 립틴트의 패키지 디자인의 시각기호학적 분석을 시도하였다. 연구분석 결과, 본 연구는 입생로랑과 아르마니 패키지의 조형적 요소가 표출하는 의미론적 자질들을 파악하였으며, 이 자질들이 입생로랑이 지향하는 '고전주의'적 정체성과 아르마니가 지향하는 '바로크'적 정체성의 추구를 드러내는 시각기호로서 활용되고 있음을 발견하였다. 이 연구결과를 토대로 본 연구는 입생로랑의 경우 패션브랜드로서의 브랜드 정체성을 화장품 브랜드의 시각적 정체성에 전이하지 못하고 있는 반면, 아르마니는 패션브랜드로서의 브랜드 정체성을 화장품 브랜드의 시각적 정체성에 효과적으로 전이하는 시각커뮤니케이션 전략을 활용하고 있음을 파악하였다. 이와 같은 두 브랜드의 서로 다른 결과를 통해 본 연구는 명품 패션브랜드들은 물론 국내 패션브랜드들도 화장품 시장으로 영역을 확장하는 과정에서 기존의 브랜드 정체성을 잘 파악하고, 이를 화장품 브랜드의 커뮤니케이션 전략에도 효과적으로 활용하고 있는지를 검토해봐야 할 필요가 있음을 제시하였다.

• 복식문화연구
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• 제18권5호
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• pp.923-941
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• 2010

The purpose of this study examines women in 20s~30s who start applying adult makeup and are sensitive to cosmetics and makeup techniques to understand the influence of overseas cosmetic brands' personality on their preference to provide overseas cosmetic brands with unique personality marketing resources. The following summarize the findings of this study: first, overseas cosmetic brands' personality factors were aesthetics, performance, interest, competency, and boldness. Second, among imported brands, the most preferred brand was Christian Dior, followed by Bobbi Brown, Chanel, SK-II, and Estee Lauder. Third, the subjects preferred Chanel when they perceived its aesthetics, performance, and competency and Christian Dior when they perceived its aesthetics and performance and did not perceive its boldness as much. They preferred Estee Lauder when they perceived its aesthetics and competency and Bobbi Brown when they perceived its aesthetics, performance, and competency and did not perceive its boldness as much. In case of SK-II, they preferred it when they perceived its aesthetics, performance, interest, and competency.

• 한국실내디자인학회:학술대회논문집
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• 한국실내디자인학회 2008년도 춘계학술발표대회 논문집
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• pp.82-85
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• 2008

A cosmetic shop in a department store is the best place in Korea's cosmetic market flow that shows the total image of each brand. The present day departmental cosmetic shops are centered around global brands and comparative brand power is competing with a small number of local brands. It is a fact that not only regarding the brand power of local brands but also the space design of their shops are different than the global brands. And, influenced by a modern society, culture, economic surrounding, the customers are getting original and individual. Their individualistic life style is demanding a shop environment with new concept. Such a sale environment is not for just product sale and a place where exchange economy of sale occurs. It is requisite for communication where total marketing strategy Is used In an active way. We must acknowledge it as a symbolic place being the ultimate site of customer oriented exchange economy showing the image of both product and the company. The aim of this plan is to set up a sale environment that will enhance the brand awareness and product value. We intended to provide purchase comfort and visual effect to the customer simultaneously with an Increase in customer attention by putting in the appropriate design requisites as per the brand specialty and by the application of a distinguished S.I.P (Store Identity Program) for the shop.

• 산업융합연구
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• 제21권1호
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• pp.33-42
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• 2023

본 연구는 화장품 브랜드의 가치 유형에 따라 가장 효과적인 광고 카피 전략을 제시하고자 하였다. 이를 위해 3(브랜드가치)×3(카피유형) 요인설계를 사용하여 실험연구를 진행하였다. 연구결과 첫째, 럭셔리 브랜드의 경우, 독백형 카피가 가장 광고효과(광고태도와 구매의도)가 높게 나타났다. 둘째, 프리미엄 브랜드의 경우, 권유형 카피가 가장 광고태도가 높게 나타났다. 그러나 구매의도에서는 유의미한 차이가 없었다. 셋째, 매스 브랜드의 경우 대화형 카피가 가장 광고효과(광고태도와 구매의도)가 높게 나타났다. 이러한 결과는 화장품 브랜드의 가치 유형에 따라 카피를 유형을 차별화하여 사용하는 것이 효과적이라는 이론적 근거를 제공하였으며, 화장품 광고를 제작하는 실무자에게 카피 전략에 활용될 것이다.

• 국제지역연구
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• 제21권2호
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• pp.97-120
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• 2017

본 연구는 중국소비자들의 한국 화장품 브랜드에 대한 진정성이 브랜드만의 고유한 가치인 브랜드 아우라를 형성하게 하고, 이러한 브랜드 아우라가 그들의 한국 화장품 브랜드에 대한 충성도에 영향을 미치는 지를 살펴보고자 하였다. 이에 본 연구는 브랜드 진정성이 상품의 종류 및 특성에 따라 다른 속성들로 구성되어 정의될 수 있음을 감안하여, 화장품 브랜드 진정성의 하위속성들을 질적 및 양적 조사를 통해 밝힌 선행연구를 바탕으로 한국 화장품 브랜드 진정성을 제품 진정성, 판매인 진정성, 기업 진정성 등 세 개의 하위개념으로 보았다. 검증을 위해 본 연구는 중국의 베이징, 상하이, 광저우 등에 있는 백화점, 할인점, 대형 쇼필몰에 입점한 한국 화장품 브랜드숍을 방문하는 중국소비자 400명을 대상으로 데이터를 수집하였다. 분석 결과 중국소비자들의 한국 화장품 브랜드의 제품, 판매인, 기업 진정성 모두 브랜드 아우라에 긍정적인 영향을 미치는 것으로 나타났으며, 이러한 브랜드 아우라는 중국소비자들의 한국 화장품 브랜드에 대한 충성도에 긍정적인 영향을 미치는 것으로 확인되었다. 본 연구의 결과는 한국 화장품 기업들이 중국소비자들에게 브랜드 진정성을 지각하게 만들어 그들이 브랜드만의 고유한 가치를 느낄 수 있게 하는 제품, 판매인, 그리고 기업 진정성에 대한 전략적 시사점을 제공할 수 있다.

• 복식문화연구
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• 제21권4호
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• pp.546-561
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• 2013

This study investigated how consumers perceive brand image, the consistency between the images of parent brands and extended brands, the consistency of their advertising images, the differences between brand image and advertising image, and how consumers' brand attitudes change based on those differences. An online survey was administered to women in their 20s and 30s who often use cosmetics and are interested in brands. The brands considered in this research were Chanel, Dior, Armani, and Anna Sui, which have extended brands in the clothing and cosmetics areas. In terms of consumers' perception of brand image, it was found that clothing and cosmetic brands were perceived similarly. In addition, significant differences were found in consumers' preferences and purchase intentions of clothing and cosmetic brands, and those whose perceptions of brand image did not change or increased after looking at advertising images had more positive brand attitudes than the group of people who had higher perception of brand image before looking at advertising images. Therefore, in terms of brand extension, it was revealed that the image of a parent brand affected an extended brand, and that the higher was consumers' recognition of brand image through advertising, the more positive was their attitude toward the brand.

• 한국의류학회지
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• 제34권7호
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• pp.1149-1161
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• 2010

This study identifies the dimensions of cosmetics consumption values and the differences in cosmetics brand selection through a cosmetics consumption value group and by product type. The subjects of the study were females over age 20 living in Seoul and Gyeonggi Province between January and February 2008; 427 questionnaires were used for analysis. For data analysis the SPSS 17.0 statistical program was used, and principal component analysis, factor analysis using Varimax rotation, Cronbach's ${\alpha}$ reliability testing, cluster analysis, ANOVA test, and Duncan test were conducted. The results and conclusions of this study are as follows. The dimensions of cosmetics consumption values were found to be the pleasure value, the fashion value, the function value, the brand ostentation value, and the appearance ostentation value. Five types of groups by factor were identified: the group seeking function, the group seeking fashion and brand ostentation, the group seeking pleasure, the group seeking appearance and brand ostentation, and the indifferent group. Second, The group attaching importance to functionality was more likely to select high-priced brands while the group attaching importance to brand awareness were more likely to seek foreign brands, irrespective of product type. As far as base and color cosmetics are concerned, the group attaching importance to pleasure was more likely to select low, medium, and high priced foreign brands, as well as low and medium priced domestic brands. As for body products, the group attaching importance to fashion and brand awareness tended to select low, medium, and high priced domestic brands, as well as high priced foreign brands. By simultaneously purchasing high, medium, and low priced brands, these groups display an ambivalent consumption pattern. This study identified the differing dimensions around cosmetics consumption values and cosmetic brand selection. The research findings helps cosmetic companies set product prices and contributes to cosmetic marketing strategies.