THE RESEARCH OF PUBLIC RELATIONS STRATEGY IN COSMETICS BRAND BUILDING
Abstract ：Cosmetics industry has entered an age of brand. The prospects for the domestic cosmetics market is very good, but foreign brands dominate ,the excellent brands of local nation are rising, but it continued to perform “taken over” frenzy,Which shows an important of cosmetic brand building. The key of brand building is to establish the depth of connection and communication with consumer, and public relations is the tool to promote the brand into the consumers mind. Cosmetics brand public relations strategy is now widely used in the form of very limited, concentrated in the New Presentation / press conferences, exhibitions, cultural / public sponsorship, public relations and other aspects of the crisis. The public relations strategy of cosmetics brand is easy to master, like a”parrot”. Public relations strategy has not been fully tapped. This article focuses on three aspects to extract from the cosmetics brand innovation public relations strategy. First of all, It is the direct communication between brand owners and consumers,through the establishment of a database for consumers. Second, it is the most important public relations strategy, “third-party power” - the media. Brand communicate with consumer indirectly with media.This part focuses on how brand should attract media attention and coverage, manufacture news and events, to create an effective public information through the media.Thirdly, Promoting CSR Activities—Corporate Social Responsibility，Then we can learn some innovative public relations strategies about our local cosmetics brand building.
Key Words ：Cosmetics；Brand Building；PR Strategy
