화장품 브랜드의 젠더리스 트렌드 연구

Abstract

This research aims to select a brand that supports genderless as it is without distinguishing masculinity from femininity and supports gender neutral as it is, and to compare and analyze its advertising image characteristics by dividing it into overseas and domestic cases. As a research method, cases of Jetherless styles classified based on prior research and literature were analyzed by dividing them into fashion and SNS, and the image of cosmetics advertisement was selected as three domestic brands and three foreign brands to analyze their characteristics. With the recent emphasis on breaking down gender stereotypes across the industry, there has been a wind of change in the beauty industry as well. A gender-neutral makeup brand has emerged that does not distinguish between sexes in the product line. In the U.K., the gender neutral brand Zeca, which has the motto "Makeup has no gender," led to the change in the U.S. by Fluid, which contributes part of the proceeds from sales for sexual minorities. Laka, the first gender neutral makeup brand in Korea, is launching products that have eliminated gender stereotypes, saying it is their philosophy to help them choose makeup products on a daily basis based on taste and mood, regardless of gender. It is believed that such a move with gender neutral elements will continue that product support for self-expression methods is strengthened without being tied to gender stereotypes.