| 요약2 |
As consumers are becoming more aware of the health and environmental concerns, the interest in natural beauty products has increased, and consumers have started demand for authenticity. Experts say that authenticity will play an important role in brand marketing. According to Gilmore and Pine from the book 'authenticity', consumers make decisions to buy something based on how authentic they perceive an offering. Based on this background, five natural cosmetic brands that have flagship stores in Seoul were selected, and after collecting their brand identity data, they were analyzed based on the principle of authenticity described by Gilmore and Pine. For better and clear understanding, the structure of components by the principle of authenticity was analyzed through the quantification theory of type III. As a result, six types of authenticity were obtained, and they were interpreted into four areas of authenticity. The four areas of authenticity were the original 'time', the psychological 'mind', the 'thought' of the idea, and the 'place'. The analysis of each brand space design expression method is as follows. 'primera' expresses the characteristics of 'mind' and 'thought' in colors, wood and props such as beaker. 'LUSH' expresses the characteristics of 'mind' and 'time' as the composition of unprocessed wood and traditional market stand. 'innisfree' and 'L'OCCITANE' have the characteristics of 'place' in common and are expressed in colors, finishes and image photos that symbolize place. 'Aesop' expresses the characteristics of 'time' as regional historicality. In addition, all brands have space programs for customers to experience their products. |