earticle

영어

Since imports in all areas opened in 1986, the profits of renowned foreign brands, which possessed strong brand power compared to domestic brands, increased dramatically in cosmetics market in South Korea. Recently, the competition between cosmetics companies is becoming more intense due to internationalization of domestic economy and rapid internationalization. In order to overcome such difficulty, domestic cosmetics companies have actively made use CRM strategy, utilizing of database of their brands' target consumer class, to improve relationship with consumers. The importance of CRM strategy is rising in cosmetics market, in which the continuous attention to consumers' actions, as means of increasing the brand profitability. Thus, by dividing the successful case of CRM strategy of Kiehl’s, a cosmetics brand with 160 years of history which has shown continuous growth since they joined domestic market in 2004, into quantity strategy, for having new clients wired, quality strategy, for making its consumers faithful, and a strategy targeting its potential clients and analyzing specific cases, 1 intended to give a hint to marketing strategy of domestic cosmetics brands.