A Study of the Relationship Between the Innovation of Cosmetics Packaging Design and Brand Equity – An Example of Korean Cosmetics Brands

• Main Authors: Hsu, Ting-Wei, 許庭瑋
• Other Authors: Yen, Jen
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/zxr5eh

碩士 === 國立臺灣師範大學 === 設計學系 === 105 === Nowadays cosmetic products are a necessity for the female population. Not only does it enhance female beauty also boots confidence. According to a 2014 survey, the cosmetics market demand surpassed NTD220 billion in Taiwan (Customs Administration, Minstry of Finance, 2015). In face of such a competitive market, what should brands do in order to stand out and get chosen by customers? Can the innovation of packaging designs bring about a significant change in brand equity? In order to understand the relationship between the innovation of cosmetics packaging design and brand equity, as well as construct the innovation elements of cosmetics packaging design required, this study shall proceed in 3 stages: (1) Use the packaging design of lipsticks and eyeshadows of 4 Korean cosmetic brands as example, including “Nature Republic”, “The Face Shop”, “Etude House” and “Too Cool For School”, and analyze the packaging design elements through collective data; including main theme colours, image representation, layout and the quality of the packaging printing. (2) Conduct in-depth interviews with 3 professionals of packaging design and branding background and 2 cosmetic salesperson. Through the evaluation of interview content and document reference; construct the potential innovation elements of packaging design. (3) Develop a questionnaire based on the results of stage (2) and conduct a web survey on Taiwanese female consumers under the age of 40. A total of 238 valid questionnaires were collected. The following is a summary of the analysis of this study: 1. “Nature Republic”’s overall packaging design is simple and devoid of complexity. The packaging material and color of choice reflect their brand image of nature and purity. “The Face Shop” is a brand that advocates the importance of naturalism, yet one cannot relate to this based on their packaging designs. Their packaging also lacks a consistency in terms of style. “Etude House” adopts a more girly and princess-esque image, as if its company philosophy is to “make every girl’s dream come true.” “Too Cool for School” is a brand that shows a unique style in every one of their products. This goes accordingly with its “I have a unique taste and want to express it” brand positioning. 2. 3 Potential innovation elements of cosmetic packaging design are: “Increasing packaging recognition of design innovation” (creating differentiation in packaging visual surface), “To connect consumers with a brand’s DNA through the channeling of emotions”, and “Creating Individual Value”. 3 Potential innovation factors of cosmetic packaging design are: “Attracting the consumer’s attention and provoking emotional attachment”, “Creating individual value identification” and “Uniqueness”. The 2 factors of brand equity that are affected by the above are “perceived quality and Leadership” and “brand association and popularity”. 3. Potential innovation factors of packaging design have highly positive correlation with brand equity (r > 0.7), and have significant influences on the brand equity. Among them, “Creating individual value identification” has the greatest influence on “Perceived quality and Leadership”; “Attracting the consumer’s attention and provoking emotional attachment” has the greatest influence on “brand association and popularity”, while “uniqueness” is the second. The survey reveals “Too Cool For School” (M=3.54) has the highest level of potential innovation for packaging design, “Etude House” (M=3.25) comes second, “The Face Shop” (M=2.69) has the lowest potential innovation. In terms of brand equity identification level, “Too Cool for School” (M3.43) also ranks as the highest, “Etude House” (M=3.2) comes second while “Nature Republic” (M=2.61) is the lowest. Samples from all ages show that consumers consider “Too Cool For School” to have the highest potential innovation with ‘Etude House” lying in second place. For those under the age of 20, both “Too Cool for School” and “Etude House” hold the highest brand equity identification; while for those of ages 21-40, “Too Cool For School” holds the highest brand equity identification with “Etude House” after it. 4. Based on the analysis of this study, suggestions for optimum results are as follows: A. Further emphasis on color usage, style and images choice or using alternative packaging materials combined with specific manufacturing processes. This will allow for easier differentiation from competing products. However, it is important to not sway from the brand’s DNA as the goal is to let consumers feel attracted to brand personality. B. Establish a proper brand marketing strategy, with packaging designs aimed at specific consumer groups. The packaging design should reflect the consumer’s self-value identification and let consumers feel as they as if they are part of the brand which they appreciate for the quality premium branding.