브랜드 경험 극대화를 위한 코스메틱 플래그쉽 메타버스 공간 연구

Abstract

(Background and Purpose) Due to the coronavirus pandemic, consumers currently prefer safe and convenient online consumption since this affords protection from viruses. Specifically, consumers of cosmetics brands want to meet their individual needs in a non-face-to-face consumption environment as well as a new type of online consumption. Against this background, corporate brands are paying attention to space branding strategies using various platforms to provide consumers with customized, differentiated brand experiences. Therefore, this study aims to extract the brand experience design components provided by the brand and present the direction of the cosmetic flagship metaverse space design that provides a more maximized experience than the existing metaverse platform. (Method) First, this study theoretically examines design components and key concepts and characteristics of metaverse cosmetic flagships to maximize the brand experience, subsequently deriving key concept components through case analysis. It was observed that four Metabus flagship stores offer brand experience design through collaboration with the metaverse platform. Thus, a comprehensive conclusion was drawn by analyses based on direct experience, data survey, and previous studies through the application. (Results) As a result of studying the brand case, it is observed that Hera has the advantage of visualizing and expressing the brand’s image through various contents in a virtual world under the theme of “Wish Rocket” and providing an unusual space to consumers, enabling them to escape from reality. Gentle Monster Dosan House also provides realistic 3D virtual space through photo scanning and hands-on product experience through product display and exhibition space while ensuring the visual effectiveness of brand images. Etude visualized the brand’s image by using the color symbolized by the brand and provided a brand experience where users can participate directly through the “Etude Pink Challenge” event. Finally, Kiel conducts an empty bottle recycling program using the theme of “Green Life,” thus naturally recognizing the brand’s identity and allowing users to experience the brand themselves through events such as performing quests. Thus, brands travel around the space through avatars that users can integrate with their own, allowing them to explore the brand and maximize the brand experience by drawing interest from users through games and event participation. (Conclusions) Own brand companies employ a variety of themes and program components via the meta bus platform services, enabling consumers to have differentiated experiences. Furthermore, brands should expand communication between brands and consumers through the advantages of virtual space for brand experience services that are difficult to access in offline stores. Meta bus platform through this brand for flagship store operation of the consumer can maximize brand awareness to provide a positive brand experience and effective brand marketing.