Research on the Development of Beauty Brand Marketing Based on SWOT Analysis: Taking Florasis as an Example

Abstract

With the rapid development of the domestic economy, China's cosmetics industry has maintained a steady growth momentum, and domestic beauty brands such as Florasis have been loved by a large number of consumer groups. This paper conducts a SWOT analysis on Florasis's current situation and target consumers, so as to specifically analyze Florasis's current marketing strategy. It can be concluded that, with unique brand positioning and safe product ingredients, Florasis is good at using the advantages of network marketing and promotion to make up for its disadvantages in operation and management. By grasping the blank market of oriental classical beauty makeup and using the marketing strategy of online and offline simultaneous promotion such as star effect, IP joint name, and KOL promotion, Florasis enhances its brand awareness and will open up overseas markets in the future.