The transformation of information channels for cosmetic brands in the digital economy: localization vs. globalization

Abstract

The article analyzes the information channels used by cosmetic companies to promote their products. Social media and celebrity endorsement campaigns are the primary sources of information for international markets. Russian companies frequently adopt a benchmarking strategy, borrowing practices from abroad. However, the appropriateness of this approach is questioned due to differences in local markets.

As part of the authors' research, the preferences of Russian consumers when choosing cosmetic products were examined. The results show that personal recommendations, store apps, and blogger reviews play a key role, while brand activity on social media has minimal influence on purchasing decisions. The study's conclusions emphasize the need to abandon direct copying of international practices.