Korean cosmetic culture and its approach to internationalization strategies in cosmetic industry

Abstract

The thesis aims to explore the origin and evolution of cosmetic culture, analysing different make-up practices and explaining their deepest meaning. The research continues with a focus on Korean cosmetics that represents one of the most popular and detailed cosmetic culture in terms of innovation and tradition. A final analysis goes through what are the internationalization strategies adopted by the main Korean cosmetic companies, in dealing with cultural differences and in defining the way to emerge globally.