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D2C environment and cosmetics brand identity design development -Focusing on brand identity development of new brand 'Richaeum'-

  • Journal of Communication Design
  • Abbr : JCD
  • 2019, 67(), pp.53-63
  • DOI : 10.25111/jcd.2019.67.04
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : April 12, 2019
  • Accepted : April 27, 2019
  • Published : April 30, 2019

JinYoung Kim 1

1협성대학교

Accredited

ABSTRACT

The cosmetics market is a large-scale industrial group worth 3859 billion dollars in 2017 (about 417.7 trillion won) and has grown 4.8 percent year-on-year, expanding the scope of the cosmetics market worldwide. Thanks to the promotion of awareness of essential products, the increase of the women population in economic activities, diversification of consumer needs, expansion of the consumer base, expansion of online and offline sharing platforms, and the aging era, the cosmetics industry is expected to continue to create new markets, despite the global economic crisis, and the Korean cosmetics industry is also going through a rapid growth thanks to the Korean Wave. Although it is possible for small and medium-sized companies to enter the cosmetics industry, most of the cosmetics industry has a large-scale distribution structure and, in fact, compared to other consumer goods, it has an inconvenient market structure for small and medium-sized companies. But the advancement of cosmetics select shops already popular abroad and the mechanism of new cosmetic sales structures are helping to reinvent the sales strategy of small and medium-sized companies. Richaeum is a new small cosmetics company that emphasizes skin science developed in Korea and focuses on editing shops and online sales. The company abandoned sales and promotional strategies centered on large-scale production and offline stores, but rather established D2C (Direct-to-Consumer) strategies and established appropriate brand identity which reflects consumers' opinions. In fact, it has been found through consumer opinions, that green color in cosmetic package design and simply showing the ingredients on the cosmetics were preferred for establishing the brand identity for Korean medicine

Citation status

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