MZ세대의 화장품 소비 형태에 관한 연구 K-POP 아이돌의 영향력을 중심으로 = A Study on the Consumption Types of Cosmetics in the MZ Generation Based on the influence of K-pop idols

다국어 초록 (Multilingual Abstract)

The purpose of this study is to analyze in-depth the influence of K-POP idols as brand models in the modern beauty market, which is the core consumer group of the MZ generation. Recently, the consumption of the MZ generation is changing in the direction of placing importance on the true connection with the value, narrative, and model delivered by the brand beyond the functional compatibility of the product. K-POP idols function as a key medium that promotes this value-based consumption based on their strong fandom. Unlike previous studies that mainly quantitatively analyzed the effect of individual attributes, such as idol's attractiveness, on purchase intention, this study attempted to pay attention to the dynamic process in which idols, brands, and fandom interact and form a consumption culture. To this end, four major collaborations between K-POP idols and beauty brands that occurred from 2021 to 2024 were selected as the subjects of qualitative case studies. Related literature such as media articles, official brand presentation data, and online community reactions were analyzed by content analysis. As a result of the analysis, the influence of K-pop idols has evolved into a "trend expansion" stage that reflects social values such as first, "relationship formation" through voluntary participation of fandom, second, "meaningfulness" that connects idol narratives and brand values, and third, ESG and genderless. This study defines K-POP idols as "cultural assets" of brands, not just advertising models, and provides practical and academic implications for the advanced marketing strategies that the beauty industry should move forward.