Research on the Domestic Beauty Brand Marketing Strategy of Florasis——A Case study of Gen Z consumers


  • Yuerong Fan
  • Jia Sheng
  • Haoyu Zhao



Chinese style beauty makeup; Florasis; Generation Z consumers.


China’s beauty industry has experienced a high degree of prosperity in recent years. Moreover, with the rise of national cultural confidence, Chinese-style beauty brands are increasingly favored by Generation Z consumers. The excellent brand construction of Chinese-style beauty makeup is worthy of reference for the Chinese beauty makeup industry. Therefore, based on the existing theoretical framework, this paper focuses on the Chinese-style beauty giant Florasis to study its brand marketing strategy. This paper uses questionnaires and content analysis to obtain primary and secondary data. The research team found that the “GuoChao” presents a huge development opportunity for the beauty market and the prevalence of Chinese style. Florasis, a Chinese-style beauty brand, caters to Generation Z consumers’ pursuit of trendy and strong national cultural identity through its successful brand marketing strategy: it takes the unique Oriental aesthetic design as the core feature of its products; Construct a “popular product system” to increase product value; Implement customized media exposure (e.g., e-commerce channels) and promotion strategies for cross-border cooperation. In addition, aiming at the problems of Florasis’ single marketing channel and low product quality, this study believes that Florasis can open offline channels to cover consumer groups in various ways and improve the core capability of product development and production to ensure product quality. This paper analyzes the feasible positioning of beauty products under the characteristics of Generation Z consumption for China’s beauty industry and how relevant makeup brands could optimize and combine consumption channels to maximize the marketing effect.


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How to Cite

Fan, Y., Sheng, J., & Zhao, H. (2022). Research on the Domestic Beauty Brand Marketing Strategy of Florasis——A Case study of Gen Z consumers. BCP Business & Management, 32, 153–161.