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J. fash. bus. Vol. 19, No. 3:31-42, July. N 1229-3350(Print)ISSN 2288-1867(Online)A Study on Satisfaction with Makeup-kits andMakeup-kit Brand Development-Focused on Lifelong Education Centers of CollegesEunSil Kim · Ju-Im Chung Dept. of Beauty Design, College of Art and Design, Gwangju UniversityAbstractThe purpose of this study is to develop a new makeup-kit brand for education, analyzingcustomer satisfaction of makeup-kits used in makeup lessons provided by lifelongeducation centers of colleges. The research method is as follows. In order to understandthe current status of the kits used in makeup lessons offered by lifelong education centersof colleges in South Korea, the study conducted a survey from October 10 of 2014 toOctober 31 via fax, telephone and e-mail targeting these 98 colleges that were openmakeup-courses available in October 2014. As for an analysis technique, the study used afrequency analysis. In order to develop a makeup-kit brand, the study investigated thesemakeup-kits as well and presented a BI draft and a makeup-kit design that the study hadcreated for itself using Photoshop CS6 and Illustrator CS4. According to findings of thesurvey, the students were not satisfied with kits that had too many items, were high inprice and had poor case design. In the light of that, the study conducted to develop alow to middle priced makeup-kit ranging from 110,000 KRW and 150,000 KRW withapproximately 26 items. In terms of a case design, black was a dominant color whichwould make the case feel simple and modern. Dimensions of a small size makeup-kitcontainer were 22cm*35cm*37cm with a sponge and rubber pad proposed as productideas. The study also worked on a BI design.Key words : Makeup-kits, Customer Satisfaction, Lifelong Education Centers, Makeup-kitBrand Corresponding author: Ju-Im Chung, Tel. 82-62-670-2636E-mail: jijung@gwangju.ac.krThis Study was conducted by research funds from Gwangju University in 201531

Journal of Fashion Business Vol.19, No.3Ⅰ. Introduction1. Purpose of the StudyRecently, with increasing interest in beauty,the beauty service market is becoming moreactive and, according to 2012 data of KoreaHealth Industry Development Institute, total salesof the beauty industry in 2011 was about 5,773billion KRW, 32% more than that of 2008 asshown in Fig. 1. Specifically, sales of makeupand other beauty services were 155.7 billionKRW, and growing at a fast rate as shown inFig. 2.In addition, the number of beauty-relatedIndustry, makeup is a professional area in whichpeople choose forself-satisfaction andemployment. According to 2012b data of KHIDI,there are 33 beauty-related departments in 30universities and 106 departments in iated schools of continuing education offermakeup classes in every semester that arepopular among students.As of 2013 data of Korean EducationalStatistics Service , there are 3,965 schools ated ones, particularly, and thenumber is increasing every year as shown inTable 1.educational institutions is rapidly increasing, andbeauty-relatededucationisofferedatuniversities, vocational colleges, culture centers,and private institutions. Especially, in the beautyFigure 1. Yearly sales of beauty service, 2012aFigure 2. Sales by sector, 2012a-KHID-KHID32405

EunSil Kim · Ju-Im Chung / A Study on Satisfaction with Makeup-kits and Makeup-kit Brand DevelopmentTable 1. Number of University-affiliated Schools of Continuing Education in Korea, EducationalStatistics Service, as of May 1, 78375Subtotal413413408400391390384On-line owledge humanresource development687727774761713681570Schools of l-affiliatedTherefore, it is of urgent necessity to developclass materials suitable for beauty education atsurvey between October 10, 2014 and Octoberschools of continuing education at universities.courses.Second, a questionnaire was used to studyThe purpose of this study is to understandconsumer satisfaction with makeup kits used formakeup courses offered by university-affiliatedschools of continuing education and examinerelevant problems in order to develop a newmakeup kit brand for educational purposes.31, 2014, to 98 schools that offer makeupsatisfaction of students with makeup tools,between October 10, 2014 and October 31,2014. Subjects were randomly selected uing education in Korea that offer makeupcourses. The questionnaire was distributed to2. Scope and Method120 subjects and, except 12 people who gaveFor this study, largely three methods wereinadequate responses, 108 copies were used forfinal analysis. Also, as a research method,used: First, to understand the current state choolsofcontinuingeducation, fax, phone call, or email was used insearching Makeup-kit brand for conducting ainterview through questionnaire was conducted,and then, it was statistically analyzed by usingSPSS(Ver.14) based on frequency analysis.Third, to develop a makeup kit brand, thestudy proposed market research, positioning, 4P33

Journal of Fashion Business Vol.19, No.3strategy, and BI and makeup product designplan by using Photoshop CS6 and Illustratorshould include a concealer, foundation, power,eye-shadow, eyeliner, mascara, blush, lipstick,CS4.gloss, and lip-pencil, and, for a portable kit, apalette that has foundation, concealer, blush,and lip-color, in addition to powder compact,Ⅱ. Theoretical Background1. Proposal of a Makeup KitThe analysis of makeup kits showed that themakeup artist Morris(2008) limited a makeup kitto eyelash curls, brushes, high-lighter, eye-liner,translucent powder, foundation, concealer,shadow, lip-gloss, lipstick, shimmer power, andpowder brush. The total number of items is 12.In his book Makeup Makeovers BeautyBible , the makeup artist Jones(2008) arguedthat a makeup kit must include foundation,concealer, powder, eyebrow, mascara, eyeliner,eye-shadow, brush, bronzer, lip color, eyelashcurl, tweezer, sponge, and powder puff. Thetotal number of items is 14.Also, Brown(2011), in her book Bobbi BrownMakeup Manual , said a at-home makeup kitFigure 3. Professional Makeup Kits34basic eye palette, mini mascara, lip-gloss, minibrush, small sample sizes of face cream. Thetotal number of items is 10.However, there has been no specific proposalof a makeup kit in Korea Academia so far.2. Makeup Kits Currently Available in KoreaTo98university-affiliatedschoolsofcontinuing education in Korea, e-mail was sentfrom October 10, 2014 to October 31, 2014, toresearch makeup materials used in classes, 14of them were using expensive professionalmakeup kits while 84 were using non-professionalkits owned by students or designated by theinstructors. Especially, the brands used at 14institutions were those that are supplied toprofessional beauty schools. As shown in Fig. 3,C1, M1, M2, A, and C2 were most popularFigure 4. Non-professional Makeup Kits

EunSil Kim · Ju-Im Chung / A Study on Satisfaction with Makeup-kits and Makeup-kit Brand Developmentbrands.However, the five brands included more thanFurthermore, when asked about the number ofmakeup products they are currently using, 45.2%80 professional items and the prices rangedsaidfrom 295,000 KRW(Korean3,000,000 KRW.between 70 and 89 and 30.8% 50 and 69,which suggests that subjects felt burden fromRateWon)toAs for the non-professional makeup kits, asover90items,while24%wereusingusing more than 50 items.shown in Fig. 4, T, B, and H brands were mostcommonly used and the prices ranged fromTo a question asking about a suitable numberof items, 80.8% answered between 20 and 49,10,000 KRW to 42,000 KRW. However, the itemsfollowed by 10 and 69, 17.3%, and less thanwere rather inadequate to be used for makeupcourses.20, 1.9% .Also, to a question related to satisfaction withthe package design of the makeup kits theyⅢ. Research and Resultwere using, 97.1% of the subjects said theywere not satisfied. And, when asked whatconsiderations were most important to them in1. Satisfaction with Makeup Kitsterms of package design, 42.3% answered thecolor, followed by 38.5% size, and appearanceand portability. Particularly, subjects who choseTable. 2 shows the survey results.According to the survey on satisfaction with thetools and materials the subjects were currentlyusing, 88.5% answered they were not satisfiedwith the tools and materials.Specifically, the subjects were dissatisfied withthe excessive number of items, 46.2%, highprice range, 34.6%, and package design 18.3%.When asked if they are willing to purchase amakeup kit that has a suitable number of items,low-to-mid price range, and satisfying packagedesign, 100% answered they are.In particular, all of respondents were satisfiedwith cosmetic quality.When asked about the price range of thecolorasthemostimportantdesignconsideration, wanted a neat and unified color,and, as for the size, many subjects answeredthey wanted a small size of the kit as well asthe makeup products.In conclusion, the subjects were dissatisfiedwith the materials and tools they were using,and the most dissatisfying factors were theexcessive number of items, high price range,and package design. Also, they were willing topurchase a makeup kit that improved theseissues, i.e., price range between 110,000 and150,000 KRW, with the number of items between20 and 49, and a neat and small makeup kitwith a unified color.material they are currently using, 80.8% of thesubjects said it is above 200,000 KRW, and19.2% between 160,000KRW and 200,000 KRW.To a question about a suitable price range forthem, 76% of the subjects answered between110,000KRW and 150,000KRW, and 24%between 160,000KRW and 200,000 KRW.2. Development of a Makeup Kit BrandBased on the survey result above, r of items was decided to be 26, and, byreducing the number of items and negotiating35

Journal of Fashion Business Vol.19, No.3Table 2. Survey ResultsVariableSatisfaction with thesubjects' currentmaterialsDissatisfying factorsabout the currentmaterialsPrice range of thecurrently usedmaterialsDesirable price rangeNumber of itemscurrently usedSuitable number ofitems for subjectsThe importantconsiderations formakeupcontainers tisfied1211.5Subtotal104100.0Price range3634.6Number of item4846.2Quality0-Package design1918.3OtherSubtotal11040.9100.0Less than 50,000KRW--Between 50,000 and 100,000 KRW-Between 110,000 and 150,000 KRW--Between 160,000 and 200,000 KRW2019.2Over 200,000 KRWSubtotal8410480.8100.0-Less than 50,000KRW-Between 50,000 and 100,000 KRW--Between 110,000 and 150,000 KRW7976Between 160,000 and 200,000 KRW2524More than 200,000 KRWSubtotal104100.0-Less than 20-Between 20 and 49--Between 50 and 693230.8Between 70 and 892524More than 904745.2Subtotal104100.0Less than 2021.9Between 20 and 498480.8Between 50 and 691817.3Between 70 and 89More than 5Portability109.6Subtotal104100.0