화장품 브랜드의 립스틱 메이크업 제품 특성에 관한 분석

Analysis on the Characteristic of Lip Make-up in Cosmetics Brand

Cosmetic ads are the subject of beauty pursued by consumers as well as the expression of the symbolic images of modern cosmetic brands. In addition, they contain an iconological meaning that represents contemporary images. Among color makeup brands, ETUDE HOUSE, VDL, MISSHA (Korean brands), SHU EMURA, MAC and CHANEL (foreign brands) were chosen, and the characteristics of the lip makeup that appeared in S/S and F/W cosmetics ads from 2013 to 2016 were analyzed. In domestic brands, seasonal lipstick colors focused on differentiation to make lips voluminous, focusing on differences in saturation and texture with low changes in pink and red tones. In foreign brands, diverse colors including peach, pastel, pink and red were introduced, and vividness was emphasized. In cosmetics ads, Korean brands focused on new products only, which significantly reduced the repurchase rate of lipsticks, compared to foreign brands. Therefore, the number of obsolete products was high. This study confirmed makeup trends by brand and product colors and expression methods preferred by certain brands through analysis of makeup in domestic and foreign cosmetics ads from 2013 to 2016. It is anticipated that the results would be helpful for researchers who need basic data and analysis of color cosmetics.