The Use of Social Media in Skincare Product Marketing Management Strategy in East Java: A Literature Review

Social media has become a key marketing tool in the beauty industry, including skincare products, which are growing rapidly in Indonesia. East Java, as a potential market, has unique consumer characteristics, particularly the younger generation who are active on digital platforms. This study aims to examine the role of social media in skincare product marketing strategies in East Java based on current literature. The method used is a literature review of journals, industry reports, and scientific articles. The results show that social media drives customer engagement through value-based content, skincare education, and personalized product recommendations. However, challenges such as trust issues, exaggerated product claims, and consumer data privacy remain major obstacles. The conclusion of this study confirms that integrating social media with an education- and transparency-based marketing strategy can increase loyalty and purchase intention of skincare consumers in East Java.