Digitální komunikace v segmentu péče o pleť na sociálních sítích

This diploma thesis comprehensively examines the specifics of marketing strategies in the dynamic cosmetics industry. The aim of this work is to analyze and describe the key factors influencing marketing approaches in this segment, and to identify current trends and innovations. The theoretical part of the thesis first addresses the development and current trends in the cosmetics sector, including the impacts of digitalization, the growth of e-commerce, and the COVID-19 pandemic. Significant attention is paid to the rise of new brands, such as celebrity, independent (indie), and sustainable brands, as well as the influence of artificial intelligence and big data on market transformation. Furthermore, the thesis analyzes customer preferences and behavior in cosmetics, focusing on sustainability, ethics, emotional aspects of purchasing, local specificities (with an emphasis on the Czech market), generational differences (Gen Z, Y, X), and the growing importance of inclusivity and diversity. The core of the work lies in a detailed analysis of marketing strategies. Examined topics include online marketing, social media, influencer marketing (including influencer typologies and forms of collaboration), personalization, community building, and omnichannel strategies. Particular emphasis is placed on the use of artificial intelligence in marketing and a comparison of approaches between traditional brands (e.g., L'Oréal) and new, more agile players. The thesis also thoroughly discusses the marketing strategies of prominent celebrity beauty brands and the innovative approaches of brands such as Glossier, Jacquemus, Skims, and Yeezy, which are redefining marketing within the industry. The concluding summary of the theoretical part synthesizes key findings and identifies the main opportunities and threats shaping the future direction of marketing strategies in the cosmetics industry. This work provides a comprehensive overview of the current marketing landscape in cosmetics and serves as a foundation for further practical research or strategy implementation.