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This paper mainly focuses on the research on the brand marketing strategy of Armani cosmetics based on the Chinese market. It is believed that the Chinese makeup market has great potential to provide opportunities for both domestic and foreign brands to succeed. This paper aims to help Armani Beauty and other foreign luxury makeup brands achieve better marketing performance. Literature research has been used for clear analysis. A brief introduction of the Chinese (high-end) makeup market and consumer behavior, the specific marketing performance of Armani Beauty in China, and potential problems are demonstrated in sequence. After that, two corresponding suggestions for Armani Beauty are to broaden its distribution channels in second- and third-tier cities and focus more on growing the male makeup market. Also, two suggestions are provided for all foreign luxury brands: pay attention to omnichannel usage and ensure their extravagant brand image. This paper provides guided suggestions for Armani Beauty and other foreign luxury brands in Chinese marketing, helping them get a deeper understanding of the Chinese market and consumers, thus winning a better reputation and sales return. |
