Abstract
Brand communication in overseas markets is a major trend in the development of domestic brands today, especially the cosmetics industry, which has shown strong vitality in overseas markets by creating "China-Chic" characteristic brands. In this paper, cross-cultural perspective was adopted, China-Chic cosmetics brands as the main research object, brand communication in overseas markets as the main research content. The current situation, motivations and difficulties of the overseas communication of China-Chic cosmetics brands was analyzed in the paper, then drew research conclusions. It provided effective guidance and support for how China-Chic cosmetics brands can occupy a place in the international market in the future.
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