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KMID : 1145120200180020195
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Asian Journal of Beauty and Cosmetology
2020 Volume.18 No. 2 p.195 ~ p.207
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Analysis of Consumer Misconception in Cosmeceutical Advertisements
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Shim In-Seon
Kim Kyung-Ja
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Abstract
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Purpose: This study analyzed consumer misconception in cosmeceutical advertisements as revealed by the Korean Food and Drug Administration (KFDA). After examining 141 advertisements violating the regulation of unjust indication and advertisement in cosmetics, the key factors and management plan of consumer misconception were discussed.
Methods: Data was sampled from advertisements that had been penalized by the Korean Ministry of Food and Drugs Safety for unfair advertising. Each case was interpreted against the regulation of unjust indication and advertisement in cosmetics.
Results: Skincare products claimed the highest percentage (78.9%) among other cosmeutical products violating regulations for overstating their effects of care, renewal, antiaging property, reinforcement of immunity, etc. Cosmetic effects of special ingredients were exaggerated by text and imagery that lead to consumer misconception.
Conclusion: The distinction between medical and cosmeceutical products and judgment for violations is equivocal. To decrease consumer misconception, the KFDA should make the regulation clause concrete and educate people involved in regularization.
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KEYWORD
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Cosmeceutical, Cosmeceutical advertisement, Consumers’ misconception, Cosmeceutical law, Consumer deceit
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