Case study on the Experience Design Components of an Eco-friendly Cosmetics Brands

The value of eco-friendliness which has been continuously increasing since the Industrial Revolution and rapid industrial development has reached a major turning point after the COVID-19 pandemic. In particular cosmetics which are products closely related to the body are not simply products applied to the body but can secure a competitive advantage when they satisfy consumers' eco-friendly values and experience elements. Therefore, this study is a study that analyzes eco-friendly cosmetics brands as components of experience design in line with changing consumer needs and the eco-friendly cosmetics brand market. Through prior research we looked into the research trends of eco-friendly cosmetics and experience design and derived experience design components for analyzing eco-friendly cosmetics brand cases. For balanced research the cosmetics brands subject to the case analysis were selected as top brands according to brand reputation big data analysis results and five brands were selected by company size and domestic/overseas. For the analysis a workshop was held with five service experience design experts. The study was conducted by adopting a closed card sorting method that classifies and analyzes the information provided in the five categories of experience design components (Sensory Perception experience, Feeling & Emotions experience, Intellectual Cognition experience, Behavior experience, and Social Relationship experience). Through case analysis it was found that eco-friendly cosmetic brands with high brand reputation and preference have all five components of experience design and meet the needs of consumers. Therefore in order to secure a differentiated competitive advantage for eco-friendly cosmetics brands it is important to establish a strategy that balances the components of experience design and the study is significant in that it can be used as a reference paper when planning eco-friendly cosmetics brands.