The Effect of the Marketing-mix Components of Nail Service on Satisfaction and Loyalty toward Nail Shop

Abstract

This study attempted to investigate the characteristics of beauty products by their type, focusing on changes in digital womad. First, sociocultural features were divided into four types: interactivity, virtuality, mobility and pluralism. In terms of the characteristics of beauty products, the consumption of environmentally-friendly and organic cosmetics has increased due to current healthy lifestyle trends. Second, beauty products in open design became popular with creative and non-boundary forgiveness in womad environments. Third, disposable beauty products with portable and mobile features were released. Lastly, products with multiple functions or multi-products in convergence with science technology were produced. The digital womad environment has played a key mediating role in accelerating hybrid tendencies, invigorating he beauty industry and products. Regarding the characteristics of beauty products, three different types were observed: interactivity, mobile functionality and convergence. The study results found that typological characteristics of womad are found in beauty products through the trend in which they express human visual beauty.