Research on the Marketing Strategy of Beauty Brands in the Background of Social Media

Jiaxin Tian ()
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Jiaxin Tian: Zhongnan University of Economics and Law

A chapter in Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022), 2023, pp 1267-1277 from Springer

Abstract: Abstract With the improvement of people’s living standards and the gradual increase in purchasing power, women’ s demand for color cosmetics products has gradually increased, which has brought development opportunities for establishing and developing domestic color cosmetics brands. Domestic make-up brands are developing rapidly, and many consumers have also recognized many brands. Domestic beauty brands have achieved rapid development with the help of the “Internet +” model and various social media marketing. Taking the Colorkey brand as an example, this paper analyzes the current situation of the Colorkey brand’s social media marketing strategy through literature analysis and case study methods. According to the brand, there are problems such as excessive network marketing, product quality not keeping up with marketing speed, and difficulty getting rid of labeling. The paper gives some optimization strategies: implement moderate marketing, improve product quality, promote brand transformation and upgrading, and combine online and offline marketing. It is hoped that it can provide a useful reference for the marketing strategies of domestic beauty brands.

Keywords: Social media; Marketing strategy; Beauty brand; Colorkey (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-098-5_144

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DOI: 10.2991/978-94-6463-098-5_144

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