Significance of Brand Co-Creation, Brand Authenticity and Customization in Industrial Marketing -A Case Study of Korean Cosmetic Industry-

Abstract

Globalization and technological advancement have increased the opportunities and threats for marketers in Korean cosmetic industry. Cosmetic brands in Korea are booming and significance of brand authenticity, co-creation, and customization lead to the understanding of success factors in this industry. Therefore, this study has adopted mixed methodology design. Qualitative interviews were conducted from managers and employees, while quantitative surveys were carried out from 50 customers of famous Korean cosmetics brands. The analyses confirmed that cosmetic brands were genuine, credible, unique and reliable. They deliver what they promise. Customization and co-creation concepts are well established in Korean cosmetic industry. Costumers trust these brands because they value their customer’s desires, engage them in co-creation and provide them customized products. Finally, we recommend that brand authenticity, customization and co-creation strategies can assist the brand developers to gain higher revenues and profits.