브랜드 이미지 전달을 위한 코스메슈티컬 에스테틱 공간 디자인 개발 -C브랜드 에스테틱숍 디자인 프로젝트를 중심으로-

(Background and Purpose) Changing social trends are reflected in the increased interest in health and beauty and increasing consumption of cosmetics. With the increase in sources of stress that harm the skin, such as fine dust as a serious environmental problem and exposure to electromagnetic waves, interest in the cosmeceutical area is also increasing. “Cosmeceutical” is a new word from the combination of “cosmetics” and “pharmaceuticals.” Given the necessity of providing professional skin counseling and improvement, cosmeceutical services have mainly been conducted in aesthetic shops and dermatology clinics. Therefore, for the space design of aesthetic shops, as a point of contact with customers, an image that conveys reliability and trustworthiness is paramount. Another important purpose is to enable the smooth sales of products by expanding the customer base through the strengthening of brand image and viral marketing. This study aimed to suggest an aesthetic shop design for C brand, a cosmeceutical brand in Korea. (Method) First, this study performed a theoretical consideration of the meanings of cosmeceuticals and aesthetics, as well as of spatial composition. Second, by combining the space drawn from the theoretical consideration and that demanded by the aesthetic shop of C brand, we drew the necessary space elements. In the design stage, as basic research of C brand, we analyzed its logo, symbol, and brand color. According to the analysis results, the design items applied to the interior space were developed. The actual design was composed by applying the developed design items to each space. (Results) We divided the space into a lobby that delivers the image of the cosmeceutical brand and the aesthetic space in which customers receive aesthetic services in the stable psychology. The lobby space was composed to deliver the intention of the brand through the visual image of elevation, by subliming the visual items expressing the brand image into the space design. To secure the privacy and comfort of customers and staff, the aesthetic space was composed of different types of rooms, with the functional space using flexible partitions. (Conclusions) The significance of this study is its contribution to improving brand image by suggesting a new area design for an aesthetic shop offering cosmeceutical products and skincare services. The findings suggest the proper direction of functional space design for inducing customers’ trust in the brand and comfort in their experience of the space. This study can be used as basic data for planning space design for the improvement of brand awareness related to cosmeceuticals.