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A Study on the Sustainable Development Plan of Domestic Sheet Mask Pack Brand

  • Journal of Communication Design
  • Abbr : JCD
  • 2019, 68(), pp.68-81
  • DOI : 10.25111/jcd.2019.68.06
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : June 21, 2019
  • Accepted : July 26, 2019
  • Published : July 31, 2019

Park, Yewon 1,  KIM， MYOUN 1

1성균관대학교

Accredited

ABSTRACT

Today, Korea's sheet masks have been recognized as a promising export item with its technological and quality recognition worldwide. Along with the K-Beauty trend, many companies in each country have been focusing on sheet mask items and marketability. Therefore, this study intends to investigate the ways in which domestic sheet mask brand can develop continuously with a competitive edge in the increasingly intense market. To accomplish this, a researcher has identified the mask pack market trends and selected five brands such as MEDIHEAL, SNP, LEADERS, Papa Recipe, and JAYJUN with high recognition and sales volume in Korea and overseas. Then, their success factors and problems were investigated and analyzed. In addition, for five brands above, a researcher surveyed 201 consumers and analyzed the empirical results in five aspects: brand, product, design, differentiation, and improvement points from a consumer point of view. As a result, it was confirmed that the following three things are needed for sustainable development of a brand. First, the brand concept of the company should be differentiated and the concept should be consistently reflected in the product. Second, steady new product development and quality improvement should be made. Third, diversified marketing activities are needed to improve brand awareness.

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