The Digital Marketing Strategy of Beauty Cosmetics Brands in The Post-epidemic Era

Abstract

Due to the impact of the COVID-19 pandemic, various industries have experienced a short period of sluggish consumption and a decline in sales. At the same time, the beauty industry, which is characterized by its main sales and promotion channels being online, has encountered certain setbacks as well as new development opportunities. This paper focused on the post-epidemic era, taking the beauty brand Perfect Diary as an example, and using SWOT analysis to explore how beauty brands can adjust their digital marketing strategies to break through the existing marketing dilemma and gain marketing advantages. As a new beauty brand in China, Perfect Diary achieved rapid growth at its inception, but sales have been declining year on year since its launch, which is directly related to its marketing problems. Using Perfect Diary as the research object can clearly and intuitively analyze the relationship between product, price, place, promotion and consumers' purchase intention to buy under the guidance of the Marketing Mix Theory, which is a reference for other beauty brands on how to adjust their marketing strategies in the post-epidemic era.