Abstract
With the rapid development of China's overall economy and the continuous improvement of people's living standards, the subjective purport of society, the aesthetic standards of the public and the pursuit of beauty are also constantly changing. In the Internet era, media bloggers emerge in an endless stream. Many women use social platforms to create and disseminate content in the form of pictures, short videos and live broadcasts. Xiaohongshu, as a popular interactive platform for life sharing in China, is highly sought after by young people, especially college students. Taking Xiaohongshu's online marketing as an example, this paper combs the communication ideas of beauty cosmetics from the media, which is helpful to understand the communication strategies and guiding ideas, and then carry out practice and exploration. It has certain reference significance for brand positioning, shaping, brand influence and the promotion of consumer identity, so as to promote the creative communication of beauty cosmetics from the media.
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