코스메틱 브랜드 콜라보레이션 유형과 표현 특성 -맥(M.A.C) 사례를 중심으로-

초록

In the field of cosmetics, collaboration is used as an effective brand marketing method to satisfyconsumers' emotional desires and empirical needs. Among various brands, M.A.C actively conductscollaborations and strives to enhance its differentiated brand image by using strategies that stimulatespecial sensibilities and experiences in consumers. The purpose of this study is to analyze theexpression characteristics of collaboration in the cosmetics industry by examining the type ofcollaborations implemented by M.A.C. Based on collaboration case studies of existing cosmetic brands,M.A.C’s collaborations were first classified into three types; brand-brand, brand-person andbrand-character collaborations. Then, a total of five expression characteristics were deduced fromanalyzing all the aspects of collaboration including package design and color. Expression characteristicsfound in M.A.C’s collaborations are as follows. First, ‘Expanding luxury image’ highlighting luxuriousquality and elegance worked as a sign that metaphorically conveys the status of the consumers throughclassical images. Second, ‘Sharing kitsch taste’ emphasizing boldness and playfulness maximized thevisual effects by using unique images and colors. Third, ‘Expressing romantic sensibility’ stimulatinggirlish sensibility with loving and warm images emphasized everyday intimacy with feminine flowerprops and pink color. Fourth, ‘Picturesque image description’ offering the significance of ownership ofart works by applying the artistry of two-dimensional art to products enhanced the value of products asartistic objects. Fifth, ‘Borrowing kidult characters’ stimulating the purchase desire of kidult consumergroup with characters from movies and animations aroused visual imagination and curiosity fromincorporating humor and childhood nostalgia. This study is significant in that it went beyond a simplecomprehensive type analysis reviewing the nature of cosmetics and explored new visual expressioncharacteristics from synthesizing the features of collections. Therefore, the findings of this study relatedto the characteristics and effects of collaborations are meaningful in that they provide insight and theimplications of the cosmetic brands’ expansion of collaboration areas for fashion cosmetics consumers.

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