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Journal : Ilomata International Journal of Management

Korean Beauty Product Branding Trough Men: A Prestige Fulfillment For Fans Ananda Wahidah; Siti Nurbayani K; Anwar Soleh Purba; Tutin Aryanti; Imam Malik
Ilomata International Journal of Management Vol 4 No 2 (2023): April 2023
Publisher : Yayasan Ilomata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52728/ijjm.v4i2.701

Abstract

The visual beauty of entertainment actors is the main attraction for Korean popular culture products, especially beauty trends. Korean wave through beauty products offers a new discourse that beauty is not only absolute for the female but also represented through the male body. This is interesting to research because the preference for consumption patterns of aesthetic culture among Korean fans is not only for women, male fans are also objects of the Korean beauty product market. Interviews were conducted with Korean fans in Bandung, who are members of the Hansamo community and members of the cover dance by face-to-face. The results showed that South Korea successfully marketed beauty products through the perfect visual quality of Korean celebrities, instant branding, pop-up stores with attractive themes, and the provision of free testers. Korean Wave succeeded in utilizing the desire of Korean fans to consume Korean beauty products to fulfill their prestige in achieving the perfect face, fashion (style), and appearance like their idol.
Co-Authors Achmad Hufad Adhiani Nur Arifah Adira Ismi Wahyuni Ahmad Hudaiby Galikusumah Ajeng Gayatri Oktorani Putri, Ajeng Gayatri Andreian Yusup Andreian Yusup Anik Widiastuti Anik Widiastuti Anik Widiastuti Anjani Luthfiah Annuraini, A. Anwar Soleh Purba Asep Dahliyana Ayu Ariyana Mulyani Bunyamin Maftuh Cecep Darmawan, Cecep Dadang Sundawa Dasim Budimansyah Denada Ferita Sihite Denada Sihite Denadi Kusnandar Sudrajat Desi Astuti Dinar Hargono Dini Asmiatul Amanah Disman Disman Disman Elis Solihat Elly Malihah Elly Malihah Elly Malihah Setiadi Elsa Puji Juwita, Elsa Puji Enok Maryani Fajar Nugraha Asyahidda Faturochman, Rizky Firdaus Aulia Rahman Frismayanti Fitrianingrum Ghisa Aulia Rahmah Hamdan, Hamdan Hana Nur Farida Husna Farhana Idrus Affandi Ilma Kesumaningsih Imam Malik Jalu Rafli Ismail Karim Suryadi Kasihani, Ni Nyoman Leni Anggraeni Midya Aulia Nisak Mirna Nur Alya, Mirna Nur Moh. Dede Muhamad Iqbal N, Deyana Zenita Nadhila Zulfa Khairani Najamunnisa, Anis Najamunnisa, Anis Nana Supriatna Nana Supriatna Nana Supriatna Nana Supriatna Ngatemi Ngatemi, Ngatemi Nindita Fajria Utami Nur'aeni, Eneng Nurwidyastuti Setiamanah Purba Puji Siswanto Purnama, Tedi Puspita Wulandari, Puspita Putri Wulandari Rahmah, Sita Aulia Rama Wijaya Abdul Rozak RE, Pudentiana Rr Restu Adi Nugraha Rika Sartika Rizkia Amalia Salma Fauziyyah Fadlullah Sarita, Saras Sarita, Saras Shafira Dewi Faza Shahibah Yuliani Siriat, Lisken Siti Komariah Siti Komariah Siti Komariah Siti Komariah Siti Komariah Siti Komariyah Sofian, Rizki Sri Nurhayati Sri Wahyuni Tutin Aryanti Ujang Kusnadi Adam Usmaedi Usmaedi Wahidah, Ananda Wilodati Zahra Ziadhatun Nisa