• Proceedings of the Korean Institute of Interior Design Conference
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• 2005.10a
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• pp.100-105
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• 2005

Recently cosmetic enterprises make rapid progress try to make well-known brands to perceive an image marketing. As the result, the brand's reliability continues to grow, beyond a medium of expression in two-dimensional, but through tridimensional, on brand's image runs strategies. In a strategic point suchlike visual as a shop's image give a stimulus to customers for increase invalue in corporate image and value of commodities. In the strategy of increase in sales, it is on the rise immediate constituent to consumers. Through cosmetic brand shops, cosmetic industries are provide personalized services and cultural facilities, rather than just selling products and to help revitalization of the cosmetic markets, and the pursuit of customer-oriented segmentation strategy to make changes for the better image for the shops. Each cosmetic brand shops' image of segmentation strategy has an effect on individual organizations and designs. As of today in Korea, cosmetic brand shop's designs, start to appear in the late 2000,will try to fine segmentation strategy for strengthen shop's image and research about unique quality of cosmetic brand shops into consumer orientation space, and make the best of significant prepare on the basis of directions for cosmetic brand shop which have ability to function as cultural facilities.

• Journal of Distribution Science
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• v.14 no.8
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• pp.123-128
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• 2016

Purpose - Korean Wave that overspreads around Asia and America, especially the Korean beauty wave, has reached Mongolia and Mongolian consumers. Mongolia consumers usually prefer foreign cosmetic brands to local brands, because the local brands cannot satisfy fast changing needs and wants of local consumers. Research design, data, and methodology - Based on previous studies about life style of Mongolian consumers, advertisement properties and consumer behaviors, we propose a research model and related hypothesis. In order to test hypotheses, we analyzed 366 survey data out of 376 by eliminating improper 10 responses. Factor analysis and reliability analysis was conducted by SPSS 22.0. We used multiple regression analysis and parameter analysis to test the relation between variables. Results - As exploring the Mongolian consumers' current usage of cosmetic products, we found that the customers' focus is how the products fit with their skin. Mongolian consumers often get the information about cosmetic products through TV and internet. Mongolian consumers show positive attitudes on the appearance of Korean celebrities in responsibility, while there is no significant effect on attractiveness. Mongolian consumer's behaviors toward brand have positive effect on both responsibility and attractiveness of Korean commercial celebrities. Responsibility and attractiveness of Korean commercial celebrities have positive effect on the behaviors toward advertisements of cosmetic products. Conclusions - Behaviors toward advertisements of cosmetic products have positive effect on both purchase intention and loyalty of customer. Responsibility and attractiveness of Korean commercial celebrities have positive effect on mediating variable of behavior toward advertisement and independent variable of purchase intention. Responsibility and attractiveness of Korean commercial celebrities have positive effect on mediating variable of behavior toward advertisement and independent variable of loyalty of customer. In order to improve the effect of advertisements, firms need to consider not only the technique of the model but also the image of model in regard to trust and professionalism appealing to consumers. In addition, firms need to choose the model who fits in with the image of the firms and the products and service of the firms. Finally, Mongolian consumers tend to acquire the shopping information through TV advertisements, especially featuring Korean popular stars, thus, TV advertisements can be a wise option in Mongolian cosmetic market.

• Journal of Fashion Business
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• v.19 no.2
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• pp.103-117
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• 2015

The purpose of this study was to examine the uniform image of Korean herbal cosmetic brands amongst Korean and Chinese consumers. This study would enable us to explore a BI strategy to enhance international competitiveness of Korean herbal cosmetics brands. The results were as follows. The key words of BI pursued by Sulwhasoo were dignified, novel, graceful, soft, gaily, natural, Korean, modern, and international. Korean people felt that the uniform was graceful and soft, which accorded with Sulwhasoo BI, but also it was trite and dingy, indicating a negative and opposing image. On the other hand, Chinese people felt that the uniform was dignified, novel, graceful, natural, modern, and international, indicating that it matched with Sulwhasoo BI. In The History of Whoo, the key words of BI pursued by the brand were precious, soft, gorgeous, gaily, and natural. The Koreans felt that the uniform was intelligent, and decent, but conversely, it was also austere and dingy, indicating a negative image. The Chinese felt that the uniform was common, hard, austere, dingy, and unnatural, indicating an opposing image to BI. Finally, a uniform design was developed to improve on its problems, establish The History of Whoo's brand identity, and its brand image. First of all, 'The Quintessence : noble passion' was set up as a developmental concept. The textiles, clothing, and accessories were designed using the symbolic elements from The History of Whoo as a motif. Uniforms were developed for spring, fall, and summer.

• Korean Journal of Human Ecology
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• v.23 no.3
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• pp.545-556
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• 2014

The most rapidly growing manufacturing could be cosmetics industries due to this phenomenon. In this study, the cosmetic distribution structure not to mention Korea, Asia's largest market, China and Japan are based on references. Purpose of study is to provide a basis for marketing strategy through the research process and results. Korea cosmetics market has been exerting a tremendous power of LG Household & Health and Amore Pacific as a major company. Cosmetics industry is rapidly booming around the mid-priced brand through internet shopping, TV shopping, and road shops. Cosmetics preferences were analyzed targeted at tourists by distributing questionnaire to 1500 in road shop and Myeong-dong from September 14 to October 13, 2013. The answers for the questions of the most awareness cosmetic brands in Korea are appeared in order of Laneige, Innisfree, The Face Shop. The satisfaction of the use of Korea cosmetic are 61.85% and the reasons are that in a variety of color cosmetics are 32.58%, the reaction of around that you look prettier are 29.34%. Therefore purchasing products are 49.14% of the color cosmetics and 24.93% of the functional products. Within the result of the survey, although the quality versus the price for the Korean cosmetic brands has been competitive advantage over yet from the advertising of Korea wave stars, the foreign purchasers have been willing to buy the color cosmetics and high-end performance products being the research and development of the continuously higher quality of the performance if the preceding even if being more expensive purchase price.

• Journal of Fashion Business
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• v.19 no.5
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• pp.128-138
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• 2015

The purpose of this study is to explore the characteristics and recent trends of Korean herbal medicine cosmetics brand logos and to shed light on the identities of herbal medicine cosmetics in Korea. Ultimately this study aims to seek ways to develop strategic global brands distinguished from other brands, and providing the basic data for such development. In order to investigate the characteristics of brand logos, the researcher of this study chose 11 Korean Herbal Medicine Cosmetics Brands marketed today and collected information related to the brands from their websites. The visual characteristics of the logos currently used by Korean herbal medicine cosmetics can be summarized as follows. Most brand logos include marks consisting of Chinese letters written in calligraphy styles to represent the brand information of'Korean herbal medicine.' As for colors, most brands use mostly black and gold to present luxurious images, or convey strong impressions through stark contrast between black, red and white, hoping to distinguish themselves from other cosmetic products. An analysis of the linguistic characteristics of herbal medicine cosmetics in South Korea revealed that most brands use associative and freestanding brand names which suggest that the user's appearance will improve by using the products they represent. Using such names that convey oriental purity and mysterious meanings, trying to capture the deepest beauty with the best quality, the brands construct brand images that are luxurious and high-class. Most of the brands currently used by Korean herbal medicine cosmetics employ components that emphasize the functional aspect of Korean herbal medicine cosmetics. To secure the status of world-class brands, however, it is imperative to conduct research on brand logos capable of establishing identities distinguished from others.

• Korean Institute of Interior Design Journal
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• v.27 no.1
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• pp.48-57
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• 2018

Recently, cosmetic shops are facing a complicate economy situation and a great number of brands are attempting two-way communication with customers, not one-way communication. 'Brand' equity is important to deliver virtual brand mark as visual image. We have 4 steps for brand identity structure, and this study is about the first 'brand-awareness' and the second step 'brand-image'. We investigated the correlation between brand-awareness and brand-image after searching which spatial elements are highly effective to both steps as we designated 5 cosmetic shops. We already organized the means of spatial analysis and we separated into two elements, constructive and decorative. For constructive element, a shop needs a distinct ceiling and wall design, and for decorative element, strong brand image communication is required through showcase design. We proved that brand awareness and brand image have the correlation, which also can be in direct proportion, by regression analysis. The result of this study shows that improving brand awareness as the primary element for cosmetic road shop can be an effective way to enhance brand image.

• Fashion, Industry and Education
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• v.15 no.2
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• pp.25-35
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• 2017

In this study, causal relationships of belief-attitude-purchase intention for unfamiliar-branded cosmetics (UBC) were tested based on the theory of reasoned action. Data of 249 consumers who have purchased UBC were submitted to the descriptive statistics, exploratory factor analysis, and regression analysis with SPSS. In results of exploratory analysis, three factors of beliefs on UBC were generated and titled as ingredients, publicity, and subsidiary features. In regression analysis results, ingredient factor affected attitude toward UBC while publicity and subsidiary features did not influence attitude toward UBC. It implies that consumers build their attitude toward brands focusing on ingredients that are core elements of cosmetic products. Attitude toward UBC solely influenced purchase intention while the effect of social acceptance on purchase intention was not found. In conclusion, consumers depend much on ingredients when they purchase UBC so brands newly launched or brands without reputations need to focus more on an excellence in ingredients and special functions of UBC to appeal to consumers when penetrating to the new market.

• Journal of Fashion Business
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• v.8 no.3
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• pp.70-83
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• 2004

The female image has been changed incessantly with age and has been eminently represented in cosmetic advertisement. The female images are changed from the classical images to the active and professional images with the historical current of cyber, digital, and fusion. These changes in the expression of female image are largely due to the spread of post-modernism, feminism, de-construction (Kim, 1994), digital information revolution, and increase of income. The female images in cosmetic advertisement have been expressed very variously with fashion, marketing target, and characteristics of articles. (Im, 1997) The cosmetic advertisements of pure and graceful images were popular in the past. But nowadays individual image, womanly image, and unchanged beautiful image are in vogue. Individual image is very popular in young generation with very short fashion period. Active career woman image represents passion and beauty with extension of women' social roles. Unchanged beautiful image in modern industrial pollution stands for the desire of keeping the beauty in youth. Brand is very important factor to consumers in purchasing. Brand is no larger the simple concept in the past, and accepted as reflection of the image, social status, service, and life-style(Lee, 1998) consumers are very favorable to foreign cosmetics with the increase of overseas travels and import. This phenomenon is considered as very natural, especially in young generation. To create a successful brand image, the harmony of quality, psychological preference, advertisement, and reasonable price are required. According to the questionnaire research implemented by the subject of college women students in five universities in Seoul, the majority of college women students purchase domestic cosmetic brands in cosmetic specialty stores and depend on the tips of acquaintances. Quality, skin-trouble, and brand are considered as special regards for purchasing. Especially, internet shopping in purchasing marks high growth rate and preference for foreign cosmetics is very ardent. It can be expected that the 21st century is the epoch of various small production different from the mass-production in the 20th century. Female image will be probably expressed with individual, emotional, and professional image in the media of digital, fusion, cyber, and technology culture. It can be said that the tendency of cosmetic purchasing in the future will be more focused on brand image and life style.

• Proceedings of the Korean Institute of Interior Design Conference
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• 2007.05a
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• pp.248-254
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• 2007

A center of economy, during last 50 years, has been transferred from production into consumption and a new consumption culture has been made by changing from reasonable trend into subjective and psychological trend. In the past, an interest of consumers was to possess things, however, in present, an interest of them is mental value and satisfaction to experience various cultures, to focus value and meaning human's life, and to realize desires. According to this trend, society's interest on interior design has continuously increased. Social phenomenon to make a serious consideration of design management and value is rushing with various brands on the basis of marketing strategy. In this kind of era, interior designers also should try to make interior design area brand through long, objective and systematic marketing plan. Therefore, this research shows differentiation strategy to make interior design brand on the basis of marketing strategy with theoretical background through literature study, and presents an example of spa and cosmetic beauty salon - current new consumption culture - on the basis of marketing strategy.

• Journal of the Korean Society of Costume
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• v.66 no.2
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• pp.1-14
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• 2016

This study was intended to investigate the influences that consumer's price sensitivity, bundle discount type, and price level of the male cosmetics have on consumer attitude. The design of this research was comprised of $2{\times}2{\times}2$ mixed design studies. The first element was high price sensitivity vs. low sensitivity, the second element was the bundle discount type (mixed leader vs. mixed-joint), and the third element was the price level of male cosmetics (high-price brand vs. low-price brand). The results of this study showed that price sensitivity, bundle discount type and price level of male cosmetic had a statistically significant interaction effect on the consumer's quality perception. The quality perception of low-cost brands for high price sensitivity/mixed-joint bundle group was low. The quality perception of low-cost brands for mixed-leader bundled groups did not change significantly even when the price sensitivity became higher. However, it can be seen as the same result that the overall value is higher when suggested the price information in Mixed-leader bundle than Mixed-joint bundle. In particular, this study suggests that price information should be presented in mixed-leader bundles for high price sensitivity and low cast brands.