BCG Matrix에 의한 코스메틱 제품 시장성 진단 및 트렌드 분석

초록

This study analyzed marketability diagnosis and trend changes for each product in the cosmetics industry. The analysis was done using BCG Matrix, and the data collection was based on the detailed category of the cosmetics family. The diagnosis of the marketability of data-based cosmetic products showed that the categories classified as promising businesses are “skincare,” “body,” and “cleansing.” The analysis of monthly online market trends in high-growth products showed that the categories with high growth rates in the category of “skincare” are “serum” and “all-in-one.” In particular, serum, which helps with “moisturizing” and treating “blemishes,” has attracted attention due to growing consumer needs for skincare, which is stimulated by external environmental factors such as fine dust and COVID-19. The subcategories with high growth rates in the category of “body” are “body lotion” and “hand cream.” The subcategories with high growth rates in the category of “cleansing” are “cleansing foam” and “lip and eye remover.” This relates to growing consumer needs of cleansing due to COVID-19. The research results are meaningful as a basis for the growth and expansion of the cosmetics market and are significant in determining the marketability of the enterprise and preparing business strategies, as it predicts seasonal and monthly trends of the cosmetics product.

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