ESG가 반영된 화장품 브랜드 디자인 연구 -중국 퍼라이야(珀莱雅) 기업을 중심으로-

Against the backdrop of ESG (Environmental, Social, and Governance) becoming a key strategy for the sustainable development of cosmetics companies, brand visual design has emerged as a crucial medium for communicating corporate ESG values and establishing differentiated brand competitiveness. This study focuses on the leading Chinese cosmetics brand, Proya (珀莱雅), with the aim of exploring the specific visual expressions and the strengths and weaknesses of ESG-oriented brand visual design in the cosmetics industry. Adopting a qualitative methodology based on case study analysis, this research applies an ESG-integrated visual design analysis framework to examine the visual strategies employed by the Proya brand. Complemented by consumer interview data, the study reveals a dimensional differentiation in the visual expression of ESG elements: Environmental (E) values—such as the use of natural color schemes and eco-friendly materials—are prominently reflected in both packaging and visual identity (VI), and are most strongly perceived by consumers. Social (S) values rely heavily on public welfare narratives and certification logos, yet limited consumer touchpoints weaken their perception. Governance (G) values—such as transparency of information and visual consistency—are less perceptible due to professional knowledge barriers. Furthermore, the study finds that the synergistic relationship between the brand’s visual identity system and packaging design enhances the efficiency of ESG value communication through visual touchpoints. The use of a "Structured visual narrative" is also found to facilitate consumers’ holistic understanding of brand image.