신규 향장브랜드 마케팅을 위한 디자인전략에 관한 연구 -‘레오롬’ 향장브랜드를 중심으로-

Abstract

These days consumers want natural products. In cosmetic brands, how natural the product is a deciding factor in their purchase and is in the spotlight of the core industry. Large cosmetic brands can promote their brands through product branding. Whereby, naturalistic features as well as unity in form and color are used to emphasize the natural base or the product. Smaller brands are biased on the purity of the material of functional cosmetics. This is the markets entry level strategy of their product design. A simple and natural appearance can be a winning combination for product sales. They tend to solve problems so that a product packaging has a smooth, natural and simple design. For this reason, despite having a good performance and good materials a product needs to convey a natural appearance. The market access of new smaller brands are hidden amongst the big brands. They should set themselves apart to establish their product identity or they will not standout in the consumer’s eye. To achieve this, when selecting a brand identity orientation, they should be set up in the market through dividing basic common locations or strategic locations on the basis of research and analysis such a cosmetic brand's line-up, VMD or in a particular promotional way. When you choose a direction for a beauty brand identity, set up a way for the market entry to disentangle strategic and common data.