IMC관점에서 본 친환경 화장품 판매 공간의 디자인에 관한 연구

Abstract

Low carbon green growth becomes the center of social trend. In cosmetic industry, eco-friendly products that consider substantiality and remove price bubble are appearing. However, consumers could not recognize the difference in the flood of eco-friendly cosmetics and they want to find out the philosophy of brand containing the value and sincerity of eco-friendly cosmetic. Therefore, the purpose of this study is to analyze the examples of eco-friendly cosmetic space on the basis of IMC(Integrated Marketing Communications) and draw the difference of brand. The study researched the history of cosmetic and the market classified by consumption trend, researched the correlation between IMC strategy and eco-friendly cosmetic and analyzed the space organization cases. Through the process, the study on the space to maximize marketing communication shall be activated through VMD(Visual Merchandising) in order to emphasize individual value and brand sincerity, which are discriminated from general eco-friendly cosmetic sales space.