A white smartphone held by hands against a pink background displays a survey pie chart. Titled 'What social media content about makeup do you engage with?', the chart shows engagement percentages for Social Media Influencers (31.2%), YouTube (23.6%), Vlogs (18.9%), TikTok (17%), and Celebrities (9.3%). Below the chart are five buttons for content topics, some highlighted pink or lavender, including 'BEAUTY GURUS/ SOCIAL MEDIA INFLUENCERS' and 'TIKTOK MAKEUP TRENDS'.

How Social Media Marketing Efforts Influence Young Women to Purchase Cosmetics

Brittany Guthrie

A portrait of a smiling Black woman with her head tilted slightly, showcasing a high, sleek ponytail and large gold hoop earrings. She wears a black faux leather blazer over a black top and black ribbed pants, seated in an antique wooden armchair with a mustard-yellow upholstered cushion. Her hands rest gently on her lap, revealing long, light-colored nails with a subtle decorative design. The background is a plain white studio wall.

Biography

Hello,

My name is Brittany Guthrie and I’m a 4th-year professional communications student with an interest in digital marketing. Since I have such a strong desire to pursue online marketing for a beauty or fashion brand, I believe learning about young women’s relationship with social media marketing for beauty companies is important. This research will benefit me in future careers as it will ensure I am creating content that not only helps the company reach its sales goals, but will have a positive impact on women’s self-esteem.

Research Summary

Many cosmetic enterprises have redesigned their business models to include social commerce directed toward their target audience by utilizing platforms such as Instagram, YouTube and TikTok. The purpose of this research is to discover which social media marketing efforts are successfully converted into sales when advertising cosmetics to young women, it will also analyze whether the social media marketing strategies have a positive or negative influence on these women’s self-esteem. By exploring the different marketing efforts that are directly related to the beauty community such as beauty gurus, YouTube tutorials, and TikTok makeup trends, this study will discover which social media strategies are most likely to become purchases and how these strategies affect young women’s self-esteem and self-confidence.

Tags

Makeup, Social Media Influencers, Beauty Gurus, Self-Esteem

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