Study On Opinion Leader's Communication Strategy About Cosmetic Products

On the background of rapid development of Internet,the threshold of using information gradually reduce,the information is complex on the Internet.on the one hand,it was convenient for the audience to obtain relevant information,on the other hand,raise a question for audience to make information choice.The opinion leaders,who get attention by released information,have important influence on audience.At the same time,with the constant improvement of the level of economic development in our country,the‘appearance economic'merged,audience's pursuit of beauty is more and more intense,for the most young people,cosmetic products gradually become the daily necessities.the Internet platform has become one of the important channels for audience to get relevant cosmetic information,the opinion leader,who are active on the Internet,can give the audience the main information reference,influence on the selection and using of cosmetic products.Based on Lasswell's 5w communication model,this paper analyzes the communication strategies of cosmetic products from four aspects:personal characteristics,communication content,communication channel and audience,and proposes some measures and suggestions for improvement based on the difficulties they faced in the communication process.