브랜드 메이크업 아티스트의 역할이 메이크업 이미지와 브랜드에 미치는 효과에 관한 연구 - 잠실L백화점화장품 여성고객 중심으로 -

• 영문명: Ossible Effects of Makeup Artist on Makeup Images and Brands
• 발행기관: 한국뷰티산업학회
• 저자명: 이종욱(Lee JongUk) 최희자(Choi HeeJa)
• 간행물 정보: 『뷰티산업연구』제2권 제2호, 97~108쪽, 전체 12쪽
• 주제분류: 예술체육 > 의상
• 파일형태: PDF
• 발행일자: 2007.08.30

국문 초록

여성들의 직업이나 나이, 얼굴 이미지에 맞게 자신의 이미지를 향상 시키는 것이 중요 하게 인식되고 있기에 전문가의 도움을 받아 좀 더 쉽고 예쁘게 보여 지는 이미지 변화가 필요하다. 영상을 통한 연예인이나 모델의 메이크업 이미지가 멀리 있는 것이 아닌 실생활 가까이에 있음을 직시하고, 조금 더 고객과 브랜드 아티스트간의 편안한 교류가 필요 하다. 그래서 일상에서도 브랜드 아티스트를 통해 메이크업을 받을 수 있어 자신감뿐 아니라 연예인과 같은 대리만족을 느낄 수 가 있다. 화장품 브랜드는 영업 이익을 위해 여성의 마음을 움직일 수 있는 마케팅이 절실히 요구되고 있다. 따라서 브랜드와 소비자를 연결해 줄 수 있는 아티스트의 역할이 중요한 시 점이다. 아티스트가 여성들의 이미지와 브랜드에 미치는 영향에 어떤 효과가 있는지 조사 하여 메이크업 아티스트에 대한 관심과 동기를 부여하고자 하였다. 이에 본 연구는 아티스트에게 메이크업을 받아본 경험이 있는 잠실L백화점의 화장품 브랜드 여성 소비자를 대상으로 209부의 설문지를 고루 배포한 결과 201부를 연구의 최종 분석 자료로 사용하였다.

영문 초록

Upgrading women s personal images to meet their career, age and facial image become more spotlighted than before. Now, our women need to change their images into more favorable and attractive ones with the help of professional makeup artists. In other words, our women need to know that makeup images of entertainers or models on air are not far away from but in vicinity of their daily life, and it is also necessary to facilitate comfortable interactions between customers and makeup artists. And brand makeup artists make makeup services available for women even in their daily life, so that they can recover a confidence and feel a vicarious satisfaction as if they were an entertainer. And each cosmetics brand strives to seek effective marketing to motivate women to choose it in favor of higher profitability. So now is the time to value possible roles of makeup artist in bridging brand with consumers. Thus, the purpose of this study was to examine possible effects of makeup artists on women s images and brands, so that it could give thought and motivation to makeup artists. To meet the goal, 209 sheets of questionnaire were distributed to female consumers who ever used makeup service from makeup artists at cosmetics brand shops at Jamsil L Department Store, Seoul. Then, total 201 sheets of questionnaire were used for final data analysis. Data were analyzed using SPSS(Statistical Package for the Social Science) 12.0. The results of this study can be outlined as follows: First, in terms of awareness and propensity about makeup, it was noted that most respondents spent ￦50,000 to ￦100,000 a month in buying cosmetics, and over half(54.7%) respondents put on makeup for the first time after entering college. In regard to satisfaction at makeup and non- makeup image, it was found that makeup group felt better satisfaction at their images. Over half(57.2%) respondents preferred whole makeup. And most respondents preferred natural images, but felt difficulty with makeup on their own face. Particularly, it was found that 42.3% respondents felt most challenging in eye shadow. Second, in regard to expectation for professional makeup services, it was found that relatively many respondents thought artists helpful to put on makeup and wanted to rely on artist s makeup services on a special day. Third, in regard to internal effects of artist s makeup services, it was found that relatively many respondents recovered certain confidence after using artist s makeup services and wanted to do something special for makeup. This tendency became higher in younger group. Also, many respondents gave positive answers to a question about the sense of facial defects covered up. Fourth, in regard to external effects of artist s makeup services, it was found that relatively many respondents came to know fashionable colors after using makeup services and gave positive answers to a question on whether makeup was a little easier. Indeed, many respondents found another images for them through such makeup services, and thought that they could change their usual images into favorite ones after makeup services. Finally, in regard to possible effects of artist s makeup services upon brand, it was found that many respondents revealed positive expectations that their images could be better with artist s makeup services and cosmetics recommended. And many respondents gave positive answers to a question about whether they ever bought unintended product. Also, many respondents thought that they got better awareness of brand images after artist s makeup services, and revealed positive responses to revisiting makeup studio for subsequent makeup services.

목차

초록

I. 서론

II. 이론적 배경

1. 이미지의 개념

2. 이미지의 형성에 미치는 메이크업의 특성

3. 아티스트의 브랜드 효과

III. 연구방법 및 절차

1. 자료처리방법

2. 연구대상

3. 측정 신뢰성

IV. 결론

1) 메이크업에 대한 인식 및 성향

2) 아티스트에게 메이크업을 받고 싶은 기대도

3) 아티스트에게 메이크업을 받고 나서 미치는 내적영향

4) 아티스트에게 메이크업을 받고 나서 미치는 외적영향

5) 아티스트가 고객에게 메이크업을 해주었을 때 화장품 브랜드에 미치는 영향

참고문헌

Abstract

키워드

ossible effects of makeup artist brands images of brands makeup 브랜드 메이크업 아티스트의 역할 메이크업 이미지 브랜드 메이크업