The Impact of Social Networks on the Beauty Sphere

This thesis is devoted to the theme "The impact of social networks on the beauty industry." The study examines the impact of beauty brands on consumers through social media in Russia. The authors analyzed various ways of the influence of beauty brands through social media on consumers, as well as the attitude of manufacturers to Social Media Marketing. The relevance of the work is due to the fact that today it is marketing in social networks that is the key lever of influence on the consumer in almost any business. The following goals and a number of tasks were formulated, during the phased implementation of which, in conclusion, answers were received to both research questions. To determine how cosmetic brands influence consumers through social networks and how effectively this influence has become a key goal of the work. A number of tasks were formulated for a phased analysis of this topic: to study the literature on the interaction of social media and beauty brands; develop a research design that will include research proposals, key elements and expected results); to study examples of Russian companies that integrated advertising on social networks; choose the target audience of the respondents, as well as find ways for employees of cosmetic companies who will agree to undergo an interview; collect data on consumers and producers using survey and in-depth interviews, respectively; determine the effect of cosmetic brands on customers through social networks; evaluate customer attitudes towards this type of influence; analyze the received data, recode it for further work in the specialized SPSS program; to study the trends of successful marketing of cosmetic representations in social networks; highlight the importance of SMM in Internet marketing. The methodology was divided into two parts (there were two research questions: one was devoted to the consumer, and the second to the manufacturer), where the first described the data collection using the quantitative survey method to answer the first research question: What does the customer think about cosmetic brands that use social networks to attract attention to the brand? The second part described a qualitative method - in-depth semi-structured interviews to answer the second question. In conclusion, it was concluded that, due to the strong entry of social networks into the life of every person, cosmetic brands should think about what kind of marketing policy they use in order to withstand competition in the first place, as well as to attract new customers and increase in demand. Today, in order to become a successful beauty brand (this applies both to the field of cosmetics, and the services to beauty salons), it is necessary to actively maintain profiles on social networks that any user can enter and want to buy at the sight of a beautiful “picture” this beauty product.