2018-2023년 한국 메이크업 트렌드의 변화와 확산에 관한 연구

Abstract

Makeup is temporary and is shared and recreated by many people in real time, making it difficult to identify meaningful trends and distinguish them from short-term trends. With individuality becoming more important in makeup consumption and the boundaries between age and gender collapsing, research is needed to analyze the nature of makeup trends and suggest future directions. This study qualitatively analyzed the process of change and spread of Korean makeup trends from 2018 to 2023. The mechanisms of trend formation and diffusion were explored through interviews and sur- veys with 45 major makeup consumers and workers in the beauty industry. Makeup trends are important media for con- veying cultural messages that break the boundaries between social values, ethical consumption, gender, and age. This study analyzed the social-cultural spread of makeup trends, focusing on the interactions between celebrities, products, styles, and brands, as well as the role of social media. In particular, major trends such as “clean beauty,” “glass skin,” “gen- der neutral,” “sustainability,” and “vegan” were identified, and the pandemic, strengthening environmental protection con- sciousness, and expression of individual personality had important influences on trend formation. The findings confirmed that social media and celebrity influence play central roles in the spread of makeup trends, and social values such as sus- tainability and ethical consumption change makeup product development and consumer behavior. Future research should include a comparative analysis of global markets and data-driven quantitative research.