Development of K-Beauty Natural Cosmetics Package Design for Asian Women

Many ASEAN countries have high growth rates in their cosmetics market, making them attractive markets with positive responses towards K-beauty and great interest in eco-friendly cosmetics. This study concerns developing package designs for Asian women reflecting Korean sentiment for K-beauty skin care products that use plum and ginkgo leaves as natural ingredients. The development process was composed of three steps : theoretical research, image positioning analysis , and design development. After positioning analysis of 340 domestic and foreign natural ingredient cosmetics package designs, eight categorical images were derived: clean, pure, technology, characteristic, natural, essential, elegant-feminine, and traditional. By linking how Asian women perceive K-beauty based on theoretical research, natural, essential, clean, and elegant-feminine images were selected as the four main images. Design development process was proceeded in the order of brand concept, brand naming & logo design, conceptual image, and container and box design. With "the breath of nature" as brand concept, two age groups were selected as target consumers; women in their 20s and women in their 30s to 40s. The design development was carried out with emphasis on ingredients being visually identifiable, Korean sentiment being expressed, and differentiation being provided per age group. For each target group, two sets of container and box designs for each plum and ginkgo leaves essence and cream were completed.