국내 화장품 광고에 나타난 에코뷰티 트렌드에 관한 연구 —더 페이스 샵, 스킨푸드, 이니스프리, 비욘드를 중심으로—

Abstract

According to current cultural trend to recover physical health and to discover true beauty, cosmetic advertisement reflects our desire to have beautiful and healthy life style, which is represented in eco-beauty advertisement in various way. As well-being is considered as a new cultural code, customers are interested in self-satisfaction, health and environment for their consumption, which influence production of enterprises. To examine the eco-beauty trend shown in cosmetic advertisement, first, it presents clear brand concepts. THE FACE SHOP have an image of natural cosmetic, Skin Food of food cosmetic, Innisfree of herb cosmetic, and Beyond of eco-beauty brand. Second, they develop their own ideas of business to encourage customers to have belief and confidence in their brands. Third, to examine advertisements since 2005, natural models such as flowers, wind, sunlight and raindrops were presented in a harmonious way with nature to deliver innocent images of nature, but since 2008, advertisements have emphasized components with an authorization of Ecocert to show images of natural cosmetic.