생성형 AI를 활용한 K-Beauty 인바운드 고객공략을 위한 브랜드 수준 C³(Context-Cognition-Conversion) 모델 개발 및 적용에 대한 사례연구

초록

Generative AI is enabling marketers of Korean cosmetics companies to segment and personalize response strategies and tactics for K-Beauty products targeting inbound foreign tourists. To facilitate the targeted exposure of segmented K-Beauty products and tailored responses to these tourists, this study proposes the C³ (Context-Cognition-Conversion) model. The C³ model consists of the Semantic Context Unit (SCU), representing the situational context in which consumers recall a brand; Cognitive Motivation, inherent in the queries of foreign tourists; and the Conversion Decision Trajectory (DT), which spans the path from exploration to purchase. A 3D semantic topology approach was utilized to cross-analyze these three dimensions. To verify the model’s applicability, a case study was conducted on K-Beauty skincare brands using the C³ model, which was designed to operate via generative AI within a database of Google and Naver search results spanning one year prior to the user’s analysis request. Upon inputting a K-Beauty product category, the focal brand, and competing brands, the generative AI automatically executed a series of processes: forming objective strategic blocks (market segments) by simultaneously applying the three dimensions, converting these blocks into specific action items, and automatically generating multimodal content. Throughout this process, a concrete execution model incorporated Answer Engine Optimization (AEO) to structure text for easy AI extraction, Generative Engine Optimization (GEO) to elevate domain authority, and a Hub & Spoke distribution strategy integrating triple media. This study makes a practical contribution by providing K-Beauty marketers with a practical tool to track and respond to the shifting preferences of inbound tourists. Academically, it contributes by providing a case study demonstrating that generative AI can be effectively utilized to analyze consumer behavior and formulate enterprise- or brand-level marketing strategies within the K-Beauty domain.

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