Korea has become the mecca of the international cosmetics industry. According to a survey by the World Tourism Organization of the United Nations (UNWTO) and the Korea Tourism Organization, the most popular items that foreign visitors to Korea purchased in 2014 was cosmetics including perfume. However, Korean cosmetics that are in an accelerated progress of growth still need to work on their contents compared to overseas luxury cosmetics while the brand concepts and strategies are missing. Today’s marketing is all about sentiment and image marketing, and this leads the strategy on colors to become one of the most important issue. However, most color strategies can’t keep their consistency and only have temporary viewpoints. The purpose of this research is to suggest strategies on color in order to strengthen the brand identities of cosmetic brands. Subjects of the research include brands by makeup artists, which are fully aware of the importance of colors, are professional, terminate their cooperation with other companies and launch their own brands. The procedure of this dissertation, focusing on seven brands, features: analyzing colors of elements that create the brands; and suggesting strategies on colors in order to enhance the competitiveness of Korean makeup artists’ brands based on consumer survey. The following is the color analysis by brand as a result of this dissertation: Overseas brands including Bobbi Brown, Laura Mercier, Nars and RMK mostly have neutral colors as dominant colors. These colors mostly consist of low brightness and chroma. Sub-colors and accent colors are the ones that go with the flow of or contrast with the dominant colors, which aren’t typically used more than two at a time. There was a consistency in color strategy found from each brand. Also, some main colors enable brands to be easily recognized. On the other hand, Korean domestic brands like Chosungah 22, Jung Saem Mool and Son & Park use a variety of hues and tones depending on the products instead of featuring a core of main colors. As per ‘adjective image,’overseas brands use consistent adjectives extracted from the brand elements, while it was hard to extract a unified image in adjectives from Korean brands due to the variety of colors used. The consumer survey was conducted among 135 respondents in their 20s, 30s and 40s, who know the brands under this research and have purchased their products before. The survey suggests that main colors in makeup artists’ brands are important to figure out the brand concepts. Also, it is the product that consumers consider first, in order to check out the main colors. According to the survey, black is regarded as one of the main colors of makeup artists’brands. For Korean brands, unlike foreign brands, adjective images were not unified and were scattered. Even for the adjective selected with the most votes the response rate was low compared to that of overseas brands. Also there were more people who answered that they couldn’t come up with any adjectives or didn’t think whether such adjectives exist to describe those Korean brands compared to that of foreign brands. A survey item asks about the adjective image coherency of make up artists and their brands: Korean brands had a result of different images to those from the analysis. In sum, Korean brands need to work on their color strategies compared to their overseas competitors. What Korean makeup artists’ brands should consider, therefore, is (a) to develop colors with the coherency to represent their brands; (b) to conduct more aggressive marketing by utilizing the developed colors; (c) to take the coherency of newly developed colors with the existing main colors and; (d) to maintain the coherency in adjective images with their brand identity. Hopefully this research will help push the Korean brands up to the next level as world-renowned brands by getting Korean makeup artists’ brands understood that they need to create brands instead of products and communicate with their consumers more closely and promptly, while understanding the concept of brand identity and establishing a systematic color identity. ，韩语论文题目，韩语毕业论文 |
