국내 브랜드별 헤어 케어 제품 디자인 이미지 특성 및 트렌드 동향 분석

Analysis of Characteristics and Trends in Hair Care Product Design by Domestic Brands

Product design images go beyond mere appearance, visually expressing a company’s values and philosophy while strengthening emotional connections with consumers. As income levels rise and digital technology advances, consumers demand high standards in design, quality, and user experience. This study analyzes the design images of domestic hair care brands, focusing on Amorepacific and LG Household & Health Care. Amorepacific emphasizes premium salon care, trendiness, and sustainability, whereas LG Household & Health Care highlights naturalism and family-friendly values with a practical and eco-friendly brand image. Recent consumer trends show a shift towards functional enhancement and eco-conscious consumption, with key themes such as mild acidity, vegan certification, cruelty-free practices, and silicone-free formulations. Brands are enhancing emotional storytelling strategies to increase consumer preference and competitiveness. This study aims to contribute to industry development and effective brand strategy formulation by analyzing differentiation strategies in the hair care sector.