Factors Affecting The Choice of Digital Marketing Tools for Beauty Companies in Host Developing Markets Exemplified by L’Oréal and Beiersdorf in China and Russia

Earlier to the digital era conventional media’s influence was significant. However, the more use of mobile phones and social media spreads, the more traditional marketing techniques lose their application. These days, brands aim to build strategic connections with consumers and create their unique brand identity and ques by coming up with creative promotion ideas. The beauty industry has undergone serious changes due to rapid development and spread of digital technologies. As digital environment changed the interaction methods between companies and clients, traditional marketing strategies and tactics also changed in order to keep up with digital driven environment. The object of the research is digital marketing tools of international companies. The subject of the research is digital marketing tools of international beauty companies. The goal is to identify factors affecting the choice of digital marketing tools for beauty companies in host developing markets. The research question is what are the factors affecting the choice of digital marketing tools of beauty companies in host developing markets? We have used qualitative method approach for this research paper: literature review and case studies. As a result, the research allowed us to identify factors affecting the choice of digital marketing tools in host developing markets, analyze digital marketing activities of L’Oréal and Beiersdorf in China and Russia.