A Summary of the Marketing Strategies of Luxury Cosmetics Brands

DOI

10.2991/assehr.k.211209.130How to use a DOI?

Keywords

luxurious cosmetics; marketing; brand positioning; consumer

Abstract

With the advent of “appearance level economy”, cosmetics, as a consumer product that can quickly improve the overall image, are in an era of large-scale promotion and use. In the context of the new media era and major turning points in society as a whole, how can luxury cosmetics brands use specific marketing strategies to maintain their competitiveness and seek the sustainable development of their brands? Based on this problem, this paper, as a review paper, will be divided into four sections: the introduction of luxury brand beauty, the review of domestic and foreign scholars’ research in this field, the summary of previous views and future research prospects. By comparing domestic and foreign literature, this paper summarize the similarities and differences of domestic and foreign research: domestic and foreign literature has both similarities and differences in brand positioning, marketing goals, public participation, promotion methods and other aspects. According to foreign literature, the role of positioning strategy in the cosmetics industry is to positively impact brand loyalty and distinguish itself from other competitors. Based on all the literature, it is concluded that the ultimate goal of luxury cosmetics brands is to improve brand loyalty and brand recognition. Undeniably, most of the literature is based on reasoning, lacking quantitative and theoretical research on large-scale data and evidence from literature from different disciplines. Therefore, researchers can try quantitative research methods and test other theories from different disciplinary backgrounds in the future.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Yangyu Liu
AU  - Jiayue Lu
AU  - Guanyi Qi
PY  - 2021
DA  - 2021/12/15
TI  - A Summary of the Marketing Strategies of Luxury Cosmetics Brands
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 790
EP  - 800
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.130
DO  - 10.2991/assehr.k.211209.130
ID  - Liu2021
ER  -