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KMID : 0604520050310020179
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Journal of the Society of Cosmetic Scientists of Korea
2005 Volume.31 No. 2 p.179 ~ p.187
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The Research of the Brand Image of Extremely Low-end Cosmetics
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Choi Keum-Joo
Kim Ju Duck
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Abstract
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The reduced production of domestic cosmetics in 2003, compared to last 5 years shows the recession of cosmetics industry. Under this situation, there has been reorganization on the domestic cosmetic market that low-end cosmetic .products become a trend due to the fact that major cosmetic companies also focus on low-end market since the last half year of 2004. However, it does not seem to be a temporal fashion that the extremely low-end cosmetics had an impact wavelength on cosmetics market. It has important meaning for the brand product strategy. This research focused on analysis of market situation and strategy through investigation of requirement and satisfaction on extremely low-end cosmetics in order to keep and improve it, which stimulated depressed cosmetic market.
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KEYWORD
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super low-end cosmetics, analysis of market, market strategy
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