1、 Amiira Ismail International Marketing Strategies in the Celebrity Cosmetics Industry A Dual Case Study:Huda Beauty and Fenty Beauty Helsinki Metropolia University of Applied Sciences Bachelor of Business Administration International Business and Logistics 27/04/2018 Abstract Author(s)Title Number o

2、f Pages Date Amiira Ismail International Marketing Strategies in the Celebrity Cosmetics Industry 52 pages+2 appendices 27 April 2018 Degree Bachelor of Business Administration Degree Programme International Business and Logistics Specialisation option Marketing Instructor Michael Keaney,Senior Lect

3、urer The rise of social media and usage of social influencers has become a popular tactic to use in brand marketing,especially in the cosmetic industry.Due to these platforms social media and the usage of social influencer is highly influential amidst certain groups.Thus this would create a demand f

4、or beauty products and help fill the gap between cosmetic brands and consumers.There are various social channels that are proving to be well-known in todays digital climate and are integral to cosmetic brands awareness and digital marketing strategies this year and beyond.This study will give insigh

5、t to the global cosmetic industry and also identify the characteris-tics that social influencers have,in order to see how they are in infomercials for brands on social media sites,such Instagram and YouTube.The aim for this study is to examine,how influencers and celebrities shape up their inter-nat

6、ional marketing strategies in the cosmetic industry.A dual-case study is used to ex-plore,how influencers and celebrities are used for marketing campaigns and draw relevant conclusions from this.The study includes a literature review that provides the reader back-ground information on global marketi