A New Lifestyle “Well-Being”
Naturalism in Socio-cultural Environment
Beauty trend changes
-Preferred natural beauty
rather than artificial beauty
Nude Makeup
The popularity of naturalism Cosmetics
Woman
- Frequent changes in hair styling
such as perm, dye
They have increased their interest in
healthy hair
“엘라스틴"의 LG생활건강도 명품을 경품
increase between 2001 to 2008, almost two times more than that of men(49%)
- Maintain a hair care
shampoo rather than
depilation cure one
- For 20’s women who
Often perm & dye their hair
- Stick to the current price
10,000 won / 500 ml
Stick to current Distribution Channel
Product Image Repositioning
Introduce a New Product
More Frequent Advertising
Customer Evaluation Panels
The worlds run by sex ads. - Take out your own ad, l guess.
An ad?
Look at me. lm a grown woman wearing a prom dress.
l look like an over-the-hill Barbie doll. And its too tight.
- l want something in my colour. - Maids of honour dont wear black.
- Why arent you wearing make-up? - l am wearing make-up.
- Youd look good with a perm. - Like Shirley Temple on crack.
Where is she? She cant stand
hair with a wrench
[Groans]
What is this?
- The roses are dead
- Thats great, Frannie.
And the violets are too
And Im sick and tired
of pickinup after you
- Is anybody home? Oh, Frannie?
- Ive told you before
I wont tell you again
You dont defrost the icebox
with a ballpoint pen
This railroad apartment
Is held together with glue
And Im sick and tired
Of pickinup after you
[Telephone Ri
hair.
Okay, it looks nice.
- Now smile naturally, Ma.
- I always do, Waverly.
- You look beautiful.
- No, you dont. Do a nice, friendly one.
- You look younger all the time.
How is that?
- I give you my good skin.
- Really? You promise?
- You will look like me when you are older.
- Yes.
- Come close.
- Im close, Mom.
- But dont crush my hair.
- Say cheese.
- I wont.
- Cheese!
- Cheese!
- Cheese!
hair?
CHASTITY
No.
BIANCA
You might wanna think about it
Leave the girls room and enter the hallway.
HALLWAY - DAY- CONTINUOUS
Bianca is immediately greeted by an admiring crowd, both
boys
and girls alike.
BOY
(adoring)
Hey, Bianca.
GIRL
Awesome shoes.
The greetings continue as Chastity remains wordless and
unaddressed by her side. Bianca smiles proudly,
acknowledging her fans.
GUIDANCE COUNS
perm frizzing to oblivion.
I look like a bushman.
Why dont you go inside
and get out of the sea air?
Because that Elk Snout mountain man
is still working on my closet.
Hes sweating all over the place.
I doubt if hes even housebroken.
- Oh, I think they housebreak each other...
- Ssh!
- What?
- Hes listening.
- Who?
- That carpenter.
Hes been hanging on our every word
for the last two days.
Its yo
1. Situation analysis
Alopecia is the symptom of losing hair abnormally. The number of baldness people is keep growing year and after. Nowadays, domestic baldness population is over 10 million. According to National Health Insurance Corporation’s report 2012, 14% of adult male and 5.6% of adult female are having alopecia. Also, most of alopecia patients are 20s to 30s. Thus, alopecia problem
<1st PRESENTATION REPORT>
[1] Executive Summary of Kerasys
Kerasys is a com-pound word that is Keratin plus Care system. They are launched a Kerasys hair clinic system and they are received a prize from first year in shampoo market. Then, they were continuously received many awards. Their brand mission is pursuit of advanced beauty through optimal hair recovery effect. Kerasys' brand co