하이퍼리얼리티 관점에서 버추얼 인플루언서의 디지털 메이크업에 관한 연구 - 국내 버추얼 인플루언서 로지를 중심으로 -

초록

With the 4th Industrial Revolution, various virtual industries are rapidly growing. In particular, virtual influencer, a virtual human, is leading fashion and beauty trends with its attractive appearance. Therefore, we would like to explore the applicability of virtual human beauty trends through makeup design of virtual influencer, which is influencing as an advertising model in fashion marketing. The purpose of the study accordingly is to first present the basis for the study by analyzing the concept and characteristics of virtual influencer, a virtual human, from the perspective of hyperreality. Second, by reviewing the advertising cases of the Virtual influencer rozy, the types of digital makeup design are classified. Third, from the perspective of hyperreality, the characteristics of the digital makeup design of the Virtual influencer rozy are derived. The research method was a combination of theoretical and case studies, and the subject of the study was limited to August 19, 2020 to February 2024, as the case of the first virtual influencer Rozy in Korea. Accordingly, in the results of the study, the digital makeup image of the Virtual influencer rozy appeared in the form of romantic, natural, and kitsch, and showed characteristics from the perspective of hyperreality. This study is of academic significance in understanding the digitalization changes in the makeup industry, discussing new trends, and exploring the possibility that digital makeup can bring new perspectives and innovations to the future beauty industry.

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