Research on the Marketing Strategy of Beauty Brands in the Background of Social Media
Take “Colorkey” as an Example
- 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.
Cite this article
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 -