Beauty Brand Colourpop Integrated Marketing Communication Plan

The domestic beauty industry has been developing vigorously since the millennium,but in the past few years,the domestic beauty market has been dominated by well-known foreign first-line brands,and domestic beauty brands have followed.In recent years,the domestic market has seen new changes and new trends.The rise of domestic beauty brands such as Perfect Diary and Huaxizi has brought new innovations in the beauty field.Such domestic brands rely on the technological advantages of Internet + to directly connect with consumers,bringing a new wave of beauty brand marketing and communication.At the same time,the state has introduced some favorable policies for cross-border e-commerce,providing new opportunities for overseas beauty brands and products to enter the domestic market.In this context,the young beauty and fashion brand Colourpop can use the above opportunities to strategically enter the Chinese market.This article analyzes the operation and management of Colourpop in China and finds that the Colourpop brand faces three major problems in the Chinese market.One is that imitation brands are rampant,and the Colourpop brand image and product lines are copied across the board,resulting in the loss of brand equity and consumers;The second is the lack of brand strategy,the unclear brand positioning,and the simplification of marketing communication channels;the third is the extreme lack of distribution channels,the cumbersome purchase procedures,and the lack of channel supply chain capabilities.In view of the three crises and dilemmas faced by Colourpop,after a comprehensive analysis of the brand,this article has formulated three major strategic directions for Colourpop's marketing and promotion in the Chinese market.The optimal model is that different communication stages in vertical communication guide the specific direction of marketing communication,and in horizontal communication,potential users are drawn from the public domain marketing field to the private domain traffic pool.This article is divided into six chapters.The first chapter is mainly about the design background and meaning,design ideas and methods,the second chapter is about the industry development status,the third chapter is about the market analysis of Colourpop,and the fourth chapter is about the integration.Marketing communication planning plan ideas,the fifth chapter is the integrated marketing planning plan design;the sixth chapter is the marketing communication budget and effect evaluation.