Choi, E. (2020, January 06) Personal Interview with Museum Contents.
Interviewed a Korean advertisement company, Museum Contents, in person. 9 questionnaires were asked and 4 of them were directly related to my project and are listed below.
1. What do you think is an ideal beauty image of Korea? (Ex. pale skin, big eyes)
깨끗한 피부(맑고, 투명한 피부) 계란형의 자연스러운 윤곽
A person with a egg-shaped face with a natural contour, Clear skin
2. What characteristics do you look for in models for cosmetic advertisements?
투명하고 맑은 피부, 자연스러운 면서도 입체적인 표현이 가능한 모델 선호. 지명도
Clear skin, someone who has a natural look but is able to have various looks, level of awareness (on media)
3. Do you have certain themes set for certain products?
제품의 종류마다 다르지만
기초화장품: 당신의 피부를 유리알처럼 투명하게 & 아기피부처럼 부드럽고 맑게
색조화장품: 화장을 한듯 안한듯 내츄럴한 비비크림, 키스를 부르는 치명적인 립스틱
It depends on the product but
Skincare Products: Clear skin like a glass bead (Korean expression), Soft and pure skin like a baby
Makeup Products: Natural BB cream (almost like no makeup), Lipstick that calls a kiss (Korean expression)
4. Are you aware of any marketing strategies utilized by cosmetic companies to captivate consumers?
가장 보편적인 화장품 마케팅은 셀럽마케팅으로 가장 인지도 있는 연예인을 모델로 활용하여 나도 해당제품을 사용해서 모델처럼 되고싶은 욕망을 자극하는 마케팅 방법.
최근에는 인플루언서를 활용한 sns마케팅으로 셀럽보다는 좀 더 친밀감과 솔직함으로 타겟의 공감을 유도하여 판매를 촉진하는 방법이 있으며,
2가지를 병행한 마케팅리 대세임
The most common way to market cosmetic products in Korea is through using celebrity as models and create an image for the product. Able to use the fact that the consumers want to become like the models.
Recently, social media marketing through influencers have been another way to market cosmetic products. Influencers have more honesty and intimacy with the consumers which gains the target’s sympathy.
5. What are some characteristics of Korean cosmetic advertisements?
한국 소비자들은 화장품의 기능에 대한 정보에 민감하며, 트랜드를 선호하고 새로운 제품에 대한 수용도가 강한 성향이 있음. 그렇기때문에: 신제품에 대한 강한 소구, 기능성에 대한 강한 소구, 유명연예인 모델의 지나친 의존
Korean consumers are sensitive to information on the function of cosmetic products and new trends. Because of this: Focusing on trends and new products, functions, and famous celebrities is a characteristic of Korean cosmetic advertisements.
6. Are there differences when doing a photoshoot for skincare products and makeup products? If so, what are they?
기초화장품은 최대한 기능성에 초점을 맞춰 맑고 투명한 피부결이 잘 표현 될수 있도록 조명에 매우 신경을 씀
색조화장품은 색조화장 이후 모델의 매력적인 모습을 담아내기 위한 기술적인 촬영기법이 많이 사용됨.
For skincare products, we focus on the function and focus on lighting a lot to portray the texture of clear skin
For makeup products, we use technical filming techniques to portray the “attractiveness” of the model after he/she has put on the makeup product.
7. Compared to other products’ advertisements, what are the factors that are stressed for cosmetic products in particular?
모델의 피부상태, 모델의 컨디션 유지를 위한 촬영장 조건(쾌적함, 편안함 등)
Model’s skin condition, the conditions of the studio for the model’s best condition
8. The advertisements for Innisfree and Kiss Me by Museum Contents have evidently different images portrayed. Was there a specific guidelines provided from these companies?
기초화장품과 색조화장품의 차이아며, 이니스프리는 감성적인 내츄럴을 강조 키스미는 감각적인 트랜드를 강조. 광고주는 항상 일관된 제품컨셉트를 유지할 것을 제작사에와 공유함.
It is the difference of a skincare product and makeup product. Innisfree focus on natural looks and KissMe focuses on trendiness. The advertisers always stresses that we focus on the product concept.
9. Are there specific photographic techniques used for cosmetic products?
1컷의 가장 아름다운 사진을 위해서, 최대한 많은 컷을 찍는 것이 기법일 수 있음.
For one perfect shot, we take as many clips as possible.
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