Abstract
In today"s society, makeup is not just an act of caring for a woman"s face. It can be seen as a cultural concept reflecting each era"s social and aesthetic consciousness of ideal women"s image. Cosmetic advertisements express women"s aesthetic consciousness and values most sensitively in that era, and the makeup trend that appears in the advertisement is leading many changes in the image of female makeup. This study aimed to identify Korean women"s makeup culture and provided data on how makeup is expressed by analyzing the makeup culture shown in cosmetics advertisements. This study explored the makeup culture by dividing the makeup type in the magazine advertisement of Hera, a Korean cosmetics brand, from 2000 to the present. As a result of the analysis, skin makeup in the 2010s showed matte and pearly expressions similar to in the 2000s. However, in the 2010s, skin expression"s thickness became thinner, and glossy skin expressions began to appear. The eyebrows" shape steadily used an angled shape and an arched shape different from the general makeup trend and was interpreted to match the brand"s advertising presentation image. Compared to the 2000s, eye makeup was characterized by natural forms the most, which confirmed the popularity of natural makeup. The eye makeup color was interpreted as being influenced by the season because the pink series, which were frequently used in the S/S season, and beige and brown series were commonly used in the F/W season. The significant difference between the 2010s and 2000s regarding the shape of the lips was that basic and natural forms increased. The various lip colors lip were popular in the 2010s.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
