COVID-19 이후 산업 전반에 디지털 전환이 이루어지고 언택트 서비스로 메타버스가 주목받는 상황에서 본 연구는 국내·외 뷰티 브랜드를 대상으로 메타버스를 이용한 브랜드 경험 마케팅 사례에 대해 알아보고, 그 필요성에 대해 제시하고자 한다. 본 연구는 메타버스 마케팅, 뷰티 브랜드 마케팅 관련 선행 연구 고찰을 진행하였으며 연구결과, SK-II와 크리스찬 디올은 VR기술을 이용하여 이용자들에게 브랜드 제품과 관련된 콘텐츠와 경험을 제공하고, 로레알, 세포라, 라네즈는 AR기술을 사용하여 가상 메이크업 어플리케이션을 제공하는 등 오감을 자극할 수 있는 체험 마케팅을 전개하였다. 이러한 체험마케팅은 고객의 구매의도에 긍정적인 영향을 끼치고 소비트렌드에서 중요한 Z세대를 겨냥하기 위해 그 중요성이 더욱 커질 것이라 사료된다. 본 연구가 뷰티 브랜드의 메타버스 및 체험 마케팅에 있어 관련 자료로 사용될 수 있기를 기대하며, 뷰티 분야에서도 메타버스 마케팅에 대한 연구가 지속적으로 이루어져야 할 것이다.
COVID-19 이후 산업 전반에 디지털 전환이 이루어지고 언택트 서비스로 메타버스가 주목받는 상황에서 본 연구는 국내·외 뷰티 브랜드를 대상으로 메타버스를 이용한 브랜드 경험 마케팅 사례에 대해 알아보고, 그 필요성에 대해 제시하고자 한다. 본 연구는 메타버스 마케팅, 뷰티 브랜드 마케팅 관련 선행 연구 고찰을 진행하였으며 연구결과, SK-II와 크리스찬 디올은 VR기술을 이용하여 이용자들에게 브랜드 제품과 관련된 콘텐츠와 경험을 제공하고, 로레알, 세포라, 라네즈는 AR기술을 사용하여 가상 메이크업 어플리케이션을 제공하는 등 오감을 자극할 수 있는 체험 마케팅을 전개하였다. 이러한 체험마케팅은 고객의 구매의도에 긍정적인 영향을 끼치고 소비트렌드에서 중요한 Z세대를 겨냥하기 위해 그 중요성이 더욱 커질 것이라 사료된다. 본 연구가 뷰티 브랜드의 메타버스 및 체험 마케팅에 있어 관련 자료로 사용될 수 있기를 기대하며, 뷰티 분야에서도 메타버스 마케팅에 대한 연구가 지속적으로 이루어져야 할 것이다.
Since COVID-19, digital transformation has been taking place in the entire industry, and Metaverse is attracting attention as an untect service. Therefore, this study aims to find out about brand experience marketing cases using metaverse targeting beauty brands. This study reviewed previous studies...
Since COVID-19, digital transformation has been taking place in the entire industry, and Metaverse is attracting attention as an untect service. Therefore, this study aims to find out about brand experience marketing cases using metaverse targeting beauty brands. This study reviewed previous studies related to metaverse marketing and beauty brand marketing. SK-II, Christian Dior used VR technology to provide users with contents and experience of brand products, and L'Oreal, Sephora, Laneige used AR technology to provide virtual makeup applications. It's believed that this experience marketing will have a positive effect on customers' purchase intention and its importance will increase further to target Z Generation. It's expected that this study can be used as related data in the metaverse and experience marketing of beauty brands, and research on metaverse marketing should be continued in the beauty field.
Since COVID-19, digital transformation has been taking place in the entire industry, and Metaverse is attracting attention as an untect service. Therefore, this study aims to find out about brand experience marketing cases using metaverse targeting beauty brands. This study reviewed previous studies related to metaverse marketing and beauty brand marketing. SK-II, Christian Dior used VR technology to provide users with contents and experience of brand products, and L'Oreal, Sephora, Laneige used AR technology to provide virtual makeup applications. It's believed that this experience marketing will have a positive effect on customers' purchase intention and its importance will increase further to target Z Generation. It's expected that this study can be used as related data in the metaverse and experience marketing of beauty brands, and research on metaverse marketing should be continued in the beauty field.
Eun jin Lee, Yeona Kim. (2019). The Influence of Experience of Smart Beauty Service in 20s Female College Students on Brand Attitude and Loyalty. Bulletin of Korean Society of Basic Design & Art, 20(4), 377-392. DOI : ksbda.20.4.27
Eun Bi Lim, Jee Youn Kim. (2022). Analysis of Generation Z's Use Perception in ZEPETO for Idol Marketing of the Entertainment Industry. Bulletin of Korean Society of Basic Design & Art, 23(2), 519-537. DOI : ksbda.23.2.36
Jin Yeul Kim, Jeong Ae Choi, Eun Ji Choi. (2022). A Study on the Analysis and Prospect of the Metaverse, a New Culture Trend:Focusing on Major Domestic and International Cases. Journal of Korea Culture Industry, 22(1), 183-190. DOI : jkci.2022.03.22.1.183
Seongeun Seong. (2008). A study on R&D trends and propects of Metaverse. HCI2008, (), 1450-1457.
Sungmi Woo, Dong Ryun Chang. (2021). A Study on Metaverse Brand Communication in Trans-media Environment. A Journal of Brand Design Association of Korea, 19(2), 29-48.
Eun-sil Choi, Jung-min Pyun. (2021). Effect of brand experience on brand attitude within Metabus through avatars-Focused on Gucci Villa in ZEPETO. Journal Korea Society of Visual Design Forum, 73(0), 83-94.
Seok-hoon Jung. (2021). I'm going to work on the metaverse again today. Seoul. Slowmedia
CHANSOOK KIM. (2014). A Conceptual Study on Brand Experience(BX). A Journal of Brand Design Association of Korea, 12(3), 121-130.
Nak bong Sung. (2014). The Effect of Brand Experiences on Customer-Brand Relationship Commitment and Brand Loyalty:Focused on the Regional Brand Product. Journal of Tourism Management Research, 18(1), 143-162.
Hong-Young Kim, Kwang-Bae Lee. (2017). The Effects of Brand Experience on Brand Loyalty: Focusing on Consumer's Psychological Needs. The Journal of Humanities and Social science, 8(6), 201-216. DOI : HSS21.8.6.14
Corporate introduction and marketing analysis, problems and alternatives of SK-II Korea. Happycampus. https://www.happycampus.com/ report-doc/11858445/#sellerInfoMenu
Miwoo Nam, Hyunjeong Park. (2021). Study on Recognition of Cosmetic Marketing Strategy Converging e-Sports by Male Consumers of MZ Generation. The Korean Society of Science & Art, 39(5), 95-108. DOI : ksaf.2021.12.30.95
Su-jin Myeong. Christan Dior. World Brand Encyclopedia. https://terms.naver.com/entry.naver?cid43168&docId2177790&categoryId43168
Loreal Group. About Loreal. https://www.loreal. com/en/group/about-loreal/
Hyo-won Joo, Mi-Young Yoon. (2021). A Study on the Difference between Experience of Augmented Reality Beauty Application and Cosmetic Purchasing Behavior. Jounal of The Korean Society of cosmetology, 27(3), 675-687. DOI : jksc.2021.27.3.675
Loreal paris. Virtual try on. https://www.lorealparis.co.kr/make-up-virtual-try-on
Mi-so Gwak. (2019). The Influence of AR Characteristics on the Purchase Behavior of Color Cosmetics:Focused on the mediation effect virtual makeup experience satisfaction. master's thesis. Seokyeong University. Seoul
SEPHORA. About Sephora. https://www.sephora.com/beauty/about-us
Jae Wook Jo. (2022). A study on deriving success factors and activating methods through metaverse marketing cases. Journal of Digital Convergence, 20(4), 791-797. DOI : 10.14400/JDC.2022.20.4.791
※ AI-Helper는 부적절한 답변을 할 수 있습니다.