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In the domestic cosmetics market, it is important to secure high customer loyalty in order to stably enter the market. To do this, customers should have a deep sense of trust and bond through the authenticity of the brand. At this time, among the components of brand authenticity, only corporate authenticity has a positive effect on customer brand attachment and loyalty. This paper suggests marketing strategies based on CSR activities that can most effectively show corporate authenticity. First, only cases where the activity was continued for more than one year and the activity contents and results were clear and recognized for authenticity were selected. Twenty cosmetic brands met this condition and 28 CSR activities which conducted by the brand are analyzed. The characteristics of each area were derived by dividing it into four areas of desirable society presented by the EU, and a marketing strategy for each type was presented. This research will be of practical help in conducting CSR activities later in the enterprise. ■ keyword :∣Cosmetics∣CSR∣Brand authenticity∣Customer Loyalty∣  : 2019 11 20  : 2019 11 29  : 2019 11 29  : , e-mail : artbysung@gmail.comCSR    185

A Study on CSR Types of Cosmetic Companies to Gain Customer Loyalty of Product Brand