| abstract |
| Background Recently, the cosmetics industry has differentiated itself in terms of design, such as brand and package design, which have nothing to do with cosmetics' functionality, as competition has intensified due to similar quality, products and concepts. In other words, the company is striving to advertise and promote by creating unique designs or brand stories. Also, we are spending a lot of marketing and budget through the unique beauty of cosmetics containers and collaboration with famous artists.
Methods In this paper, after analyzing the types of art collaboration that appear in the special edition of the cosmetics brand, based on the cases of the special edition art collaboration of the MAC brand, which specializes in cosmetics, we propose the direction and type of future direction of the cosmetics brand in the release of art collaboration products. This paper limited to global brand MAC and listed the current status of art collaboration with MAC brand artists for five years and presented the analysis criteria and scope for accurate analysis.
Result This paper raised the value of the collection to consumers through the temporary release of anniversaries, and conducted art collaboration in collaboration with influencer to respond to the diversification of SNS's marketing methods, and to stimulate consumers' desire to purchase limited editions by country. In some cases, collaboration with married artists maximized synergy in purchasing by increasing its ripple effect.
Conclusion MAC has been conducting art collaboration through numerous genres, it has been receiving enthusiastic responses through marketing strategies that make consumers feel excited and wait, and related industries are actively using them for marketing as an example. In the promotion method through MAC's art collaboration, the marketing method that is not limited to the industry of cosmetics but creates scarcity and consumers' desire to buy by launching a special edition using art collaboration should be used in various fields. |
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| Key Words |
| 아트 컬래버레이션, MAC, 스페셜에디션, Art Collaboration, Special Edition |
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