The use of influencer marketing during the launch of a new fragrance by a luxury cosmetic brand

The master thesis is focused on the use of influencer marketing in the launch of a new fragrance of a luxury cosmetic brand on the Czech market. The thesis aims to identify the benefits and limits of using influencers in social media communication campaigns in terms of campaign effectiveness and consumer perceptions and attitudes. Based on the comparison of campaigns and the findings of consumer attitudes, formulate recommendations for the effective use of influencers in marketing communication. The research combines quantitative and qualitative methods - campaign performance analysis, questionnaire survey, and semi-structured interviews. The results show that influencer contributions, especially in the format of shared brand and influencer content (the SPOLU format), achieve higher levels of engagement and credibility. Appropriate influencer selection and alignment with brand values are crucial. Respondents preferred authentic content to purely promotional messages. The paper provides specific recommendations on how to combine brand and influencer elements in campaigns effectively. In conclusion, influencer marketing is confirmed as a powerful tool in building a relationship with the customer and its potential in a brand campaign.