Research On Communication Strategy Of Domestic Cometics Brands

Chinese cosmetics are extensive and profound,and have a long history.Whether it is the allusion of "on-mirror applique yellow" or the story of "Zhang Chang’s marital bliss",it has a far-reaching influence.In today’s era,cosmetics occupy everyone’s life.Daily skin care,makeup and makeup are not only for grooming and protection,but also to please yourself.At the moment when material conditions are more favorable,the cosmetics industry is developing rapidly,and domestic cosmetics are developing better and better.Under the trend of national tide and retro,with the continuous improvement of technology research and development level of domestic enterprises,domestic cosmetics are ushering in a new look and new development,and a number of new domestic cosmetics brands are emerging and shining under the background of the new era.Our country is the second largest consumer market for cosmetics in the world,and the demand for cosmetics is huge.With the start of the "New Domestic Product Movement",the country has encouraged innovation and development,and corporate brand awareness has continued to increase.Sudden new crown pneumonia epidemic,business shutdowns,factory power cuts,rising raw material prices,and transportation of cosmetics materials is blocked.The "Administrative Measures for Cosmetics Registration and Filing" and the new registration and filing platform have been officially implemented since May 2021.Domestic cosmetics filing under the new regulations,the number has plummeted,and cosmetics companies are facing unprecedented challenges,which is undoubtedly the development problems of domestic cosmetics.Analyzing and studying the communication strategy of domestic cosmetics brands is conducive to further communication and development,and to make domestic brands bigger and stronger.The domestic cosmetics brand Florasis is a new domestic makeup brand developed in recent years.It has achieved great success in the marketing model by comprehensively using the brand communication strategy.This paper selects the Florasis brand as the research object,analyzes the dark horse phenomenon of the Florasis brand in the domestic cosmetics market in recent years by sorting out the questionnaire,and then analyzes its brand communication strategy,and puts forward the problems existing in the Florasis brand communication strategy.Combining theory with practice,put forward suggestions on the communication strategy of Florasis brand,and put forward the enlightenment of Florasis brand communication strategy to domestic cosmetic brands.It is hoped that it can actively promote the sound and stable development of the Florasis brand,effectively upgrade its brand communication strategy,and also hope to promote the development of my country’s cosmetics industry.