The Ways of Customer Engagement on Contrasting Markets in the Global Beauty Industry through Social Media Marketing: the Case of Estee Lauder and L'Oréal in Russia and the USA

Student: Tamakhina Victoria

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2020

Beauty industry has been highly valued by individuals for ages, since people have always wanted to look good and beautiful. With the rise of social media, a lot of companies in the beauty industry started incorporating social media marketing strategies in order to increase customer engagement together with customer perception towards existing brands. In this paper Estée Lauder and L’Oréal were analyzed in the USA and Russia in regards to posting activities and their impact on customer engagement. It was discovered, which strategies should be implemented and which kind of posts should be published in order to create high level of customer engagement.

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