Exporting and Moulding Ideals of Beauty: Boom of the South Korean Cosmetic Industry in the Era of Globalisation
The present thesis focused on analysing the recent opening of the South Korean cosmetic industry to the Western world, in combination to a trade of beauty ideals, facilitated by social media and the internet. More specifically, the study focused on three main levels of inquiry. Firstly, understanding how the South Korean beauty industry advertises its products abroad through social media outlets;
