Impact of Social Media on Business in the Beauty Industry: Analysis of Successful Marketing Strategies

The study examines the impact of social media on the cosmetics industry business, particularly focusing on marketing strategies and consumer interaction. The object of the research is the utilization of platforms such as Instagram, TikTok, VKontakte, and YouTube for promoting beauty brands and products. The subject of the study encompasses successful marketing strategies employed by Golden Apple within the realm of social media. This work comprises three chapters investigating the marketing characteristics of Golden Apple, the influence of social media on the cosmetics industry, and the development of marketing strategies within this context. Chapter 1 explores the company's developmental history and its position in the Russian market, while Chapter 2 conducts an analysis of prior research on social media's impact on the beauty industry, the role of influencers, and theoretical marketing models. Chapter 3 is dedicated to examining Golden Apple's marketing strategies on social media and devising recommendations for beauty brands.