The Research of the ANNA SUI Cosmetic Line and How It Appeals to the Princess Personality

• Main Authors: Ya-Ju Wu, 吳亞儒
• Other Authors: 邱國峻
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/74543575180096598610

碩士 === 崑山科技大學 === 視覺傳達設計研究所 === 99 === Princess Syndrome is a subculture phenomenon that has emerged in the 21 century. In such a culture, the princesses have their common concepts, aesthetic codes, consumption behaviors and lifestyles. Women have been longing for and pursuing “beauty” since the ancient times. As the growing of personal income and changes in consumption concepts, the requirements to cosmetics market have been heightened and cosmetics have become an necessity for life for women in modern times. Under these circumstances, many cosmetics brands give great emphasis to the brand image of Princess. This research starts from the consumers to understand how different designs of images, shapes and color signs give the cosmetics different levels of culture connotations and influence the establishment of the brand image of Princess in consumers’ mind, thus enhancing the self identity of consumers through the brand images and consumption behaviors, hopefully providing some references to the design of the brand image of Princess. The findings of this research include: (1) the modern Princess Trait with independence; (2) ANNA SUI’s success in building its modern Princess Image of its own from the two visual signs of image and color; (3) ANNA SUI is a Princess Image brand that suits consumers’ personal traits; (4) the symbol consumption behaviors of consumers with modern princess traits include: consumption behaviors stirred by the 3 types of sensory stimulations, and buying the cosmetics as a kind of showy collection that can satisfy their pursuits to their dreams and beauty. As the development of consumption culture, what the consumers buy is a kind of culture recognition to a brand, i.e. pursuing the symbolic values the brand provides. The beautifying function of the cosmetics can no longer satisfy consumers, instead emotional elements must be introduced into the cosmetics through the culture symbols to build the princess brand image that can be recognized by consumers.