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New Category Creation in Cosmetics : Amore Pacific's IOPE Air Cushion
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화장품의 새로운 카테고리 창출 : 아모레퍼시픽 '아이오페 에어쿠션'

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Type
Academic journal
Author
Jieun Lee (중앙대학교)
Journal
Korean Academic Society Of Business Administration Korea Business Review Vol.20 No.4 KCI Accredited Journals
Published
2016.11
Pages
45 - 69 (25page)
DOI
10.17287/kbr.2016.20.4.45

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New Category Creation in Cosmetics : Amore Pacific's IOPE Air Cushion
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Abstract· Keywords

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The cosmetic market for functional products, such as sunblock. whitening, multi-functional products, was rapidly growing due to the growth of leisure time and the consumers’ increasing need for anti-aging and beauty. Amore Pacific’s IOPE SBU launched an innovative multifunctional product called “Air Cushion” which combines sunblock, makeup base, and foundation in 2008. This case study covers how Amore Pacific was able to create a new product category called “Cushion” with the launch of an innovative product, carrying out systematic market research activities based on consumers’ need and subsequent effective 4P strategy. This case study focuses on the success factors that enabled the creation of new product category in terms of synergy between R&D and marketing in the process of new product development and it discusses the implications and future tasks that Amore Pacific is facing.
#아모레퍼시픽 #화장품 시장 #아이오페 에어쿠션 #신제품 개발 #4P전략 #Amore Pacific #Cosmetic Market #IOPE's Air Cushion #New Product Development #4P Strategy

Contents

Ⅰ. 서론
Ⅱ. 화장품시장 환경분석과 아모레퍼시픽
Ⅲ. 혁신적 제품의 탄생
Ⅳ. 아이오페 에어쿠션의 마케팅 전략
Ⅴ. 출시 후 소비자 반응 및 성과
Ⅵ. 시사점 및 향후 과제
참고문헌
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UCI(KEPA) : I410-ECN-0101-2017-324-001562058