International Marketing Strategies in the Celebrity Cosmetics Industry : A Dual Case Study: Huda Beauty and Fenty Beauty

Abstract

The rise of social media and usage of social influencers has become a popular tactic to use in brand marketing, especially in the cosmetic industry. Due to these platforms social media and the usage of social influencer is highly influential amidst certain groups. Thus this would create a demand for beauty products and help fill the gap between cosmetic brands and consumers. There are various social channels that are proving to be well-known in today’s digital climate and are integral to cosmetic brands’ awareness and digital marketing strategies this year and beyond.

This study will give insight to the global cosmetic industry and also identify the characteristics that social influencers have, in order to see how they are in infomercials for brands on social media sites, such Instagram and YouTube.

The aim for this study is to examine, how influencers and celebrities shape up their international marketing strategies in the cosmetic industry. A dual-case study is used to explore, how influencers and celebrities are used for marketing campaigns and draw relevant conclusions from this. The study includes a literature review that provides the reader background information on global marketing strategies and on cosmetic industry. In addition the study focuses on the research questions, social media and influencer marketing explanations. In the final part of the study the author presents result of the conducted research in terms of analysis of gathered data, which are then finalized, with a conclusion of the research.