Abstract
The multibillion-dollar cosmetic sector may suffer monetary damages as a consequence of COVID-19 in 2020. Employment had decreased by 3.91% and sales had plummeted by 7.4%. Marketers must understand the shifts in customer behavior and attitudes in order to develop new tactics when revenue and jobs are declining. The author will compare the online data, related literature and past paper to investigate the application of different marketing strategies used by two typical cosmetic brands during the pandemic. The two examples are Estee Lauder and Lin Qingxuan respectively. They both recognized the benefits of social media, live streams, and advertisement. However, Estee Lauder focused more on advertisements whereas Lin Qingxuan paid more attention to the social media factor. Such differences also lead to the differ of increasing sales. As a result, due to the tactics used, the sales income of both brands has increased a lot. However, further steps needed to be taken by Estee Lauder and Lin Qingxuan to maintain the leading positions in the cosmetic industry due to the competitive environment and uncertain future.
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