화장품과 기업

소개

화장품의 역사에 대해 소개하고 두기업을 비교하여 광고의 효과와 창조적인 생각을 연구해본다.
로레알과 시세이도의 광고 전략과 유통, 판매전략을 분석하여 두기업의 성공원인을 탐구하여 소개한다.

목차

1. 화장품 역사
2. 로레알 VS 시세이도
3. 기업 별 광고 전략 소개

본문내용

▶ Cosmetics Origin and history
1. Ancient Egypt and Ancient Greece
B.C 3500 ancient Egypt and ancient Greece
Had used cosmetics.
Religion
Protect own self from nature or the enemy
Camouflage
Express position
Decoration

The cosmetics in middle age.
The cosmetics could not be welcomed by the elder in church.
The whitening was in fashion

<중 략>

▶ Production of Product ? By country cosmetics brand
The First Cosmetics Company (Eugene Schueller)
130 Countries 23 brands
The various brand put together the low price high price
Many kinds of distribution channel (drug Store, department store)
Excellent Glocalization (Local employment)
Brand Analysis

<중 략>

Brand Add Analysis
Luxurious
Popular
Global
Preciousness
(Because you’re worth it)
Beautiful
Sexy
Dreams Come True
(You can do it)
Challenge
The fusion in Orient and West
Be mystic
Luxurious
A mania
Success

참고자료

· Kim Duklurk , “Make up and Cosmetics”, Dap Gae, 2006, Web. 22 Mar. 2013
· Moon Hongho, “The story of distribution channel for Cosmetic sales company” Jungang University, June 2005, Web. 24 Mar. 2013
· Lesley Adkins, Roy A. Adkins, “Handbook to life in Ancient Greece”, Oxford University Press, 1998 Web. 24 Mar. 2013