Research on Beauty Brand Marketing Strategy under the Background of "Internet Plus"

With the arrival of the "Internet Plus" era, the rapid development of digital technology has profoundly reshaped the marketing ecology of the cosmetics industry. This paper focuses on the marketing strategies of beauty brands in the context of "Internet Plus", aiming to explore how digital technology can drive the innovation and change of beauty brand marketing models. "Internet Plus" provides a new path for beauty brands to accurately reach consumers and improve user interaction experience, but it also faces challenges such as marketing homogenization, lack of consumer trust, and data security. This study puts forward strategic suggestions such as strengthening brand differentiation positioning, strengthening consumer relationship management, and improving risk management mechanism, with a view to providing guidance for the sustainable development of beauty brands in the "Internet Plus" environment.