Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)

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

Take “Colorkey” as an Example

Authors
Jiaxin Tian1, *
1Zhongnan University of Economics and Law, 182 Nanhu Avenue, Donghu New Technology Development Zone, Wuhan City, Hubei Province, 430073, China
*Corresponding author. Email: 16011010204@stu.suse.edu.cn
Corresponding Author
Jiaxin Tian
Available Online 27 December 2022.
DOI
10.2991/978-94-6463-098-5_144How to use a DOI?
Keywords
Social media; Marketing strategy; Beauty brand; Colorkey
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.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
27 December 2022
ISBN
10.2991/978-94-6463-098-5_144
ISSN
2352-5428
DOI
10.2991/978-94-6463-098-5_144How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Jiaxin Tian
PY  - 2022
DA  - 2022/12/27
TI  - Research on the Marketing Strategy of Beauty Brands in the Background of Social Media
BT  - Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
PB  - Atlantis Press
SP  - 1267
EP  - 1277
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-098-5_144
DO  - 10.2991/978-94-6463-098-5_144
ID  - Tian2022
ER  -