| Title |
Beauty Flagship Stores Based on User Experience Design Characteristics |
| Authors |
신은아(Shin, Eun-A) ; 황연숙(Hwang, Yeon-Sook) |
| DOI |
https://doi.org/10.14774/JKIID.2026.35.5.115 |
| Keywords |
Beauty Flagship Store; User Experience Design; Flagship Store |
| Abstract |
In the recent consumption environment shifting towards online platforms, offline stores need to provide sensory experiences, a sense of presence, and dwell times to offer users experiences that differentiate them from the online world. In particular, this study aims to propose design improvement strategies for beauty flagship stores, which deal with product categories where users’ physical and sensory experiences, such as color, scent, and texture, are critical. Based on prior research, user experience design characteristics were identified as sensibility, association, dynamism, and interactivity, and an analysis checklist was constructed. Field surveys were then conducted on six single-brand beauty flagship stores located in Seongsu-dong, Seongdong-gu, Seoul, that opened after 2020. The analysis results showed that, first, sensibility and association were generally well-represented through spatial colors and materials, physical testers, brand identification elements, and spatial scenarios. Second, regarding dynamism, case-specific differences were observed in the recognition of store entry, dynamic spatial presentation, continuity of product search, experience, and purchase routes, and support for simultaneous use by multiple users. Third, while interactivity was centered on the operation of products and digital devices and staff demonstrations, the system for diagnosing user conditions and preferences to connect them to personalized product recommendations and feedback was limited. Therefore, it is necessary to comprehensively plan an interaction system that connects diagnostic results to personalized recommendations and feedback, along with an experience environment that supports sensory comparison of products, visualization of usage results, a seamless flow from exploration to purchase, and experience and waiting spaces designed for multiple users. |