K-뷰티 산업에서의 퍼스널컬러(Personal Color) 트렌드 활용과 고찰

Abstract

Our study examined the application of personal color trends within the K-beauty industry by analyzing 28 domestic research articles selected through a systematic review of 612 studies retrieved from RISS. We classified the selected papers into four categories: 1) color cosmetics and purchase behavior, 2) appearance management and psychological factors, 3) hair–nail–service applications, 4) K-beauty industry and branding. The results of our study revealed that personal color functions as a key criterion in selecting color cosmetics and purchasing decisions as well as refining consumer evaluation standards through tone harmony and product suitability. Personal color perception also influenced self-esteem, body image, interpersonal confidence, and appearance management behaviors. This contributes to the development of identity and self-expression. Personal color applications have also expanded into hair, nail, and beauty service fields. This has enhanced service satisfaction and styling outcomes. At the industry level, personal color supported brand identity, product line-up planning, experiential retail strategies, and global color strategies to reinforce competitiveness within the K-beauty market. The results of our study suggest that personal color serves as a multi-dimensional framework that connects consumer behavior with industrial strategy. Our study highlights the need for future empirical studies that involve diverse consumer groups and comprehensive analyses of industrial ecosystems and global tone strategies.