Abstract
This article uses the Florasis brand as a research object, aiming to explore the marketing strategies of beauty brands in the new media era, focusing on the impact of brand experience and brand personality on consumers' purchase intentions. By collecting 435 questionnaires and analyzing the questionnaire data, the final paper verified the significant role of brand experience and personality in purchasing decisions. In both aspects, the Floriss brand has a positive impact on consumers' purchase intention, and brand personality plays a mediating role between brand experience and purchase intention, according to the study. Finally, the study proposed three marketing suggestions to enhance the Floriss brand's competitiveness: enhancing digital marketing, developing differentiated product strategies, and cultivating a socially responsible image. se research results provide practical guidance for the actual operation of beauty brands and also provide theoretical support for research on beauty brands in the new media era, providing useful references for scholars and practitioners in related fields.
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