Abstract

Nowadays, the cosmetic industry is developing very quickly. Many inventions occur mainly in France, but also in other parts of the world as in South Korea. It is undeniable that South Korea being the 10th largest market in the world produces varieties of cosmetic brands known worldwide. The beauty routine that is called "10 steps of skin care" is introduced by this country and become the new inspiration among women. This study focuses specifically on the image of the French brand in Korean cosmetics. Indeed, the brand of a cosmetic is really relevant to promote its image with partners and customers. It also associates with the culture of a country of origin. France as a country with large beauty products market influences the selection of brands in Korean cosmetics. Some Korean beauty products use French in their brands. It is considered that the superiority of the French language can enhance the value of a cosmetic brand. These brands also express the similarity between South Korea and France, the concept of natural cosmetics.

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