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KMID : 1142220210160020159
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Regulatory Research on Food, Drug & Cosmetic
2021 Volume.16 No. 2 p.159 ~ p.165
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Clean Beauty Market Analysis and Suggestions
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Kim Da-Seul
Kim Byeol
Kim Jee-Yun
Lee Hae-In
Yoon Na-Ri
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Abstract
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This study investigated the characteristics and status of clean beauty products that are emerging as major consumption trends, and attempted to suggest the direction the clean beauty trend move forward. Features commonly appearing in 32 clean beauty brand products selected by Olive Young and Sephora, the representative H&B stores at home and abroad, were derived as nine keywords. The main characteristics include exclusion of harmful ingredients, safe products using vegetable/organic ingredients, cruelty-free or vegan products, products using sustainable ingredients and packaging materials, and social responsibility of the brand, but detailed standards and basis for each keyword were different for each brand. Some consumers misunderstand the marketing of clean beauty products because there are no clearly defined standards. A typical example is 'Chemical components are harmful and vegetable components are safe', and this paper confirmed that the chemical component 'paraben' can be safe and the vegetable component 'teatree oil' can cause irritation based on a report by international safety evaluation organization. In addition, it was confirmed that information from some institutions used to claim the safety of clean beauty products may have no specific basis, and that cruelty-free and vegan products may be advertised without obtaining certification. The situation faced by cosmetics companies, consumers, and certification agencies about 'clean beauty' is all different. Therefore, so that clean beauty can become a consumption trend rather than just promoting products, cosmetics companies and certification agencies should provide scientific information transparently and consumers should judge this information correctly.
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KEYWORD
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Clean Beauty, Green Washing, Green Marketing, Eco Friendly, Natural
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FullTexts / Linksout information
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Listed journal information
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