A Study on Customized Smart Beauty Recognition and Brand Strategy

Abstract

Purpose: This study seeks to discover how customized smart beauty recognition can produce positive results, and to demonstrate that it affects brand attitudes and purchasing intentions of buyers. Pine & Gilmore's experience theory will be used as a basis for this study. This study focuses on customized cosmetics as a type of beauty product.Methods: Data were gathered from 255 women between the ages 20 and 40 from all over Korea. Different tools were used to analyze the data, including the SPSS WIN 21.0 program, Varimax for regression analysis, and Cronbach's α coefficient for reliability analysis. Differences in characteristics were conducted using a one-way-ANOVA, follow-up verification, and correlation analysis between variables and influence verification.Results: Customized cosmetics helped accurately diagnose and prescribe the consumer’s condition with measuring devices. The smart beauty service that the consumer’s experienced was face measurement and virtual makeup. In the future, the consumer ’s would like to experience the effect of skin care before and after skin condition measurement as a smart beauty service. Looking at the impact of Fine & Gilmore's theory of experience economy on brand attitude and purchase intention, the higher the educational experience (β=0.313), the more realistic the experience (β=0.195), the higher the aesthetic experience (β=.357) and the higher the brand attitude (β=0.667). The intention to purchase clearly increases with these positive experiences.Conclusion: This study concluded that although customized cosmetics are highly reliable but expensive, buyers still want to purchase them at a reasonable price. It was also discovered that smart beauty services want improvements in measurement errors, the reliability of the information provided, and the ability to perform additional comparative analysis. Moreover, like Pine & Gilmore's theory of experience economy, it was determined that the higher the satisfaction consumers have after their experience, the higher the brand image and the intention to purchase. We hope to use this theory as important information for continuing research in the beauty industry.