A Study on Communication Strategies of Beauty Brands Under the Social Media Environment: A Case Study of Flower Knows and Glossier

Zhaoru Chen

doi:10.47297/wspciWSP2516-252744.20261004

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A Study on Communication Strategies of Beauty Brands Under the Social Media Environment: A Case Study of Flower Knows and Glossier

Volume 10, Issue 4

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A Study on Communication Strategies of Beauty Brands Under the Social Media Environment: A Case Study of Flower Knows and Glossier
A Study on Communication Strategies of Beauty Brands Under the Social Media Environment: A Case Study of Flower Knows and Glossier
Oakville Trafalgar High School, Oakville, Ontario, L6J 3L6, Canada
Vol. 10, Issue 4, Pages: 225-228(2026)
Published：30 August 2026
DOI：10.47297/wspciWSP2516-252744.20261004
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Chen Zhaoru.A Study on Communication Strategies of Beauty Brands Under the Social Media Environment: A Case Study of Flower Knows and Glossier[J].Creativity and Innovation,2026,10(04):225-228.
DOI：

Chen Zhaoru.A Study on Communication Strategies of Beauty Brands Under the Social Media Environment: A Case Study of Flower Knows and Glossier[J].Creativity and Innovation,2026,10(04):225-228. DOI： 10.47297/wspciWSP2516-252744.20261004.

摘要

Abstract

With the rapid development of the digital economy and the widespread use of social media platforms

brand communication has gradually shifted from traditional one-way communication to user participation and content co-creation. Especially in the beauty industry

User-Generated Content (UGC) has become an important factor influencing brand awareness and consumer purchasing decisions. This paper takes the Chinese cosmetics brand Flower Knows and the American beauty brand Glossier as research objects. Based on the 4I Marketing Theory and UGC Theory

this study adopts case study and comparative analysis methods to examine the social media communication strategies of the two brands. The study analyzes their communication characteristics from four dimensions: Interesting

Interest

Interaction

and Individuality

and compares the differences in communication strategies under different cultural backgrounds. The findings show that Flower Knows mainly relies on visual design and aesthetic expression to promote user sharing

forming a "visual-driven communication model

" while Glossier places greater emphasis on authentic user experiences and community interaction

forming a "community-driven communication model." The findings suggest that

in the era of social media

effective brand communication depends not only on content design but also on user participation mechanisms and interaction strategies.

关键词

Keywords

references

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