earticle

영어

As the demand of cosmetics turns from fundamental to color cosmetics, many companies launched a new color make-up brands. The Great Britain's Illamasqua and Korean Espoir also launched as late brands, and in order to analyze the image appeared in the make-up of these fast growing brands' promotion and examine the resolution colors in the images of make-ups shown in Illamasqua's and Espoir's promotion from 2010 to the Summer of 2013, the colors of 237 products of Illamasqua and 431 products of Espoir in their respective official homepage were compared and analyzed for their colors and image differences using Adobe Photoshop CS6 and Munsell conversion version11, Practical color coordinate system. The study results showed significant differences in the promotional make-up images. The brand of Illamasqua made a strong and artistic promotional make-up such as a stage make-up with its own unique concept and story. Major colors used were YR, R, and tones used were d, dp, lt and b. On other hand, the brand of Espoir did prepared a make with its own story, however, its make-up was more natural, beautiful and elegant compared to the brand of Illamasqua. Major colors used were YR and R, and tones used were p, b and lt. There is a limitation in providing basic data on a color strategy of fast growing cosmetic brand advertisement since only two brands of foreign Illamasqua and domestic Espoir were targeted and examined in this study, I hope that future study on color strategy of fast growing foreign and domestic cosmetic brand advertisement will at least help growing late launched cosmetic brands.