Researching the Aspirational Images Traditionally Set by the Korean Beauty Industry and Ways to Democratize Beauty in South Korea.
Dear Korean Beauty Industry Marketing Strategists,
Power lies in
your hands to alter the
unattainable
beauty standards of South Korea.
Capstone Project Introduction
Essential Question: How are current beauty standards and trends affecting Korean women’s experience with cosmetics and how can the K-Beauty industry shape these experiences in a more positive way?
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Primary Research Question: What unrealistic beauty standards exist for women in South Korea and how are marketing strategies reflecting these standards? How can the beauty industry alter the experiences women have with cosmetics?
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South Korea is a country where cosmetic products are very accessible. Because of this, makeup can have various impacts on the lives of Korean women. Women can earn confidence from makeup because there exists a power of feeling good about yourself through self-care and expressing one’s individuality. However, research proves many Korean women also have negative experiences with cosmetics. Constant exposure to beauty advertisements that feature perfect models could be very disempowering and could lead to disappointment when although buying the product, the individual isn’t able to reach the standard that the advertisement portrays. Through capstone, I hope to research new trends in the global beauty industry and ways to promote products without having to market the image of perfection. I hope to inform Korean marketing strategists who have the power to control what is aspirational to women. Through my research, I hope to support Korean women to create a healthier relationship with cosmetics and with oneself. Cosmetics have a big impact on the lives of many women.
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We live in a digital era, and I believe that this gives massive power to those who are able to control the audience’s perception on a topic through media. That said, cosmetic marketing strategists that create plans for ways to promote their products have a big impact on women when they choose to market by portraying images of perfection. I hope that through my website, I will be able to provide alternative marketing strategies for the strategists other than the typical look that many traditional Korean advertisements usually choose to display.
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