The rapid advancement of Internet technology and the rise of new media have significantly transformed marketing strategies in the beauty industry. This study explores how beauty brands can develop and implement effective marketing strategies in the new media environment, using the STP (Market segmentation, Target Market Selection, Market positioning) strategy. Focusing on TikTok as a primary case study, this research examines the platform's unique capabilities for beauty marketing, including its algorithm-driven content distribution, highly engaged user base, and innovative features like augmented reality filters. Through a comprehensive analysis of successful beauty campaigns on TikTok, combined with consumer behavior theories and digital marketing frameworks, this paper aims to provide actionable recommendations for beauty brands to enhance their market share and brand influence in the increasingly competitive digital landscape. The findings suggest that an integrated approach combining data-driven segmentation, authentic influencer partnerships, and platform-specific content creation yields optimal results for beauty brands in the new media era.
Yu‐Xin Tian (Tue,) studied this question.