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KMID : 1023120110090030107
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Korean Journal of Aesthetic Society
2011 Volume.9 No. 3 p.107 ~ p.115
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A Study on Analysis of Prescription and Consumer Awareness in Oriental Herbal Cosmetics
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Song Jin-A
Ko Jin-Hee
Yang Jae-Chan
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Abstract
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Recently, naturalism and consumers’ need for natural ingredients tallied each other and the development of the cosmetics that use herbal ingredients as the raw materials is increasing. There has been no clear definition about Korean herbal cosmetics yet, but it is recognized to consumers as the distinguished cosmetics from the existing cosmetics. This study is based on the hypothesis that the difference between herbal cosmetics and general cosmetics is the oriental medical prescription. As for the research method, 5 brands ranked from top to 5th, in the term market share in 2010, were selected and then whether or not the prescription announced by each brand, is based on oriental medicine books, has been comparatively analyzed. In addition, whether or not general consumers aware the prescription of Korean herbal cosmetics and reliability analysis, and the effect of herbal cosmetics on skin improvement have been investigated through the survey analysis. As a result, the prescription of 4 brands out of 5 was not based on oriental medicine books. It is considered that the companies indiscriminately use the items of Korean herbal cosmetics for marketing purposes because there is no clear definition about Korean herbal cosmetics. Korean herbal cosmetics already have been positioned as the representative of Korean brands. It is important to aim at the scientific product based on oriental herb medicine in order to enhance the industrial value.
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KEYWORD
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Herbal Cosmetics, Cosmetics’ Brand, Oriental medical prescription, Consumers’ Awareness
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