L'image de la marque française dans les cosmétiques coréennes

• Main Authors: Pratama, Dian Agustina, Satiakemala, Silvi, Rosiana, Agnes Andryani
• Format: Article
• Language: English
• Published: UGM Digital Press 2019-10-01
• Series: Digital Press Social Sciences and Humanities
• Online Access: https://digitalpress.ugm.ac.id/article/289

<p class="Abstract">Nowadays, the cosmetic industry is developing very quickly. Many&nbsp;<span style="font-size: 1rem;">inventions occur mainly in France, but also in other parts of the world&nbsp;</span><span style="font-size: 1rem;">as in South Korea. It is undeniable that South Korea being the 10th&nbsp;</span><span style="font-size: 1rem;">largest market in the world produces varieties of cosmetic brands&nbsp;</span><span style="font-size: 1rem;">known worldwide. The beauty routine that is called &amp;quot;10 steps of skin&nbsp;</span><span style="font-size: 1rem;">care&amp;quot; is introduced by this country and become the new inspiration&nbsp;</span><span style="font-size: 1rem;">among women. This study focuses specifically on the image of the&nbsp;</span><span style="font-size: 1rem;">French brand in Korean cosmetics. Indeed, the brand of a cosmetic is&nbsp;</span><span style="font-size: 1rem;">really relevant to promote its image with partners and customers. It&nbsp;</span><span style="font-size: 1rem;">also associates with the culture of a country of origin. France as a&nbsp;</span><span style="font-size: 1rem;">country with large beauty products market influences the selection of&nbsp;</span><span style="font-size: 1rem;">brands in Korean cosmetics. Some Korean beauty products use French&nbsp;</span><span style="font-size: 1rem;">in their brands. It is considered that the superiority of the French&nbsp;</span><span style="font-size: 1rem;">language can enhance the value of a cosmetic brand. These brands&nbsp;</span><span style="font-size: 1rem;">also express the similarity between South Korea and France, the&nbsp;</span><span style="font-size: 1rem;">concept of natural cosmetics.</span></p>