ABSTRACT

Cushion cosmetic product has become very popular so it is launched in almost all cosmetic brands since its introduction in IOPE brand of Amore Pacific. Early cushion cosmetic product design tended to follow the design of IOPE so most of the containers of cushion cosmetic products had the similar color and design. However, marketing performed through collaboration with famous character or art has been introduced recently for cushion cosmetic product so it is providing fresh and brand new feeling to customers. Furthermore, limited collaboration edition of cushion cosmetic products are getting popular among young users as user class is getting younger comparing to early stage. It was found that cushion cosmetic product brands tend to strengthen their brand image by performing collaboration with brand or artist that has the similar image with them.In various cases, emotions of users were stimulated by showing characters from animation or fairy tale they used to see when they were young. Also SNS character is very popular among users. Research should be expanded for the future about collaboration of considering the tendency of consumers.

KEYWORD

Cushion Cosmetics, Domestic Brand, Collaboration

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