Visual identification of corporate style in the modern beauty industry

Abstract

This study investigates how visual identity systems (VIS) strategically unify design elements – logos, colors, typography, and packaging – to shape brand narratives in the beauty industry. Through analysis of Chinese brands like «Florasis», «Perfect Diary», «Sulwhasoo» and «Pechoin», the research demonstrates how VIS mediates cultural heritage and digital innovation. Findings reveal that cohesive visual systems enhance brand distinctiveness and emotional resonance in competitive markets.