A study of trends and consumer awareness through cosmetics branding and artist collaboration

Abstract

Background/Objectives: The latest brands differentiate their products and provide more product value to consumers through artist collaboration. Artist collaboration is being used as a new marketing method. Methods/Statistical analysis: This study analyzed the cases of artist collaboration products for cosmetics brands and conducted a questionnaire survey about the products’ design, consumer satisfaction with the artist collaboration, the products’ visual effects, consumer psychology, and consumers’ purchase intention, to examine the effect that artists’ artworks have on consumers. Data from a questionnaire survey were processed statistically using the Statistical Package for Social Science (SPSS) v.25.0 after data coding and data cleaning. This study examined differences in consumers’ brand recognition with existing products, and what effect collaboration had on consumers’ assessment of product value. FindingsThis study found that marketing methods created by collaborations between artists and brands were able to produce new patterns in consumption culture and added value to the products. Furthermore, when an artwork’s color, image, or concept was applied to make-up products, it had an effect on consumer psychology in that consumers perceived an increase in product performance, make-up color effects, and make-up durability. By performing a questionnaire survey on the subjective opinions of consumers who had come across artist collaboration products, this study found that design had a positive effect on consumer purchases. Artist collaboration products were more aesthetically appealing than ordinary designs, and the visuals of the product, which consumers felt were a means to express their own uniqueness, increased. Previous studies were significant because they analyzed the relationship between image and consumer perception based on the collaboration products’ visual effects and other positive elements. Unlike previous studies, however, the present study analyzed consumers’ psychological views and their actual experience with consumption patterns. It also compared the correlation between them to negative elements, which could provide different perspectives from commonly held ideas. By doing so, this study was able to present various views on marketing and suggest a better approach from a different point of view. Improvements/Applications: To ensure that collaboration has a positive effect on consumer purchases and society as to product design and public interest, brands need to employ artistic influence, not for promotional events.