Research on the live streaming marketing strategy of beauty brands based on TikTok platform

With the continuous evolution and global expansion of social e-commerce models, the short video social platform TikTok, with its massive user base and highly immersive content ecosystem, has gradually become a core area of brand marketing in the international beauty industry. In the study, it focused on the brand Ulike, a representative Chinese beauty brand, analyzed four key dimensions of Ulike's livestreaming marketing using qualitative and case studies. First, the content architecture strategy for livestreaming scenarios; second, the design of innovative mechanisms for user engagement and interaction; third, collaborative models with key opinion leaders; and finally, the optimization of conversion paths for traffic monetization. The results of the study showed that the key success factors of Ulike in cross-border marketing practices, and also provided optimization recommendations for other beauty brands in their livestreaming marketing efforts on the TikTok platform.