The Case Study of Marketing Strategies by Fan Economy

Xin Zhao

doi:10.54691/bcpbm.v34i.3057

Authors

Xin Zhao

DOI:

https://doi.org/10.54691/bcpbm.v34i.3057

Keywords:

Fan economy; Perfect Diary; Florasis; Fenty Beauty.

Abstract

The purpose of this paper is to examine how marketing methods under the fan economy can influence beauty brands, as well as to determine whether they can benefit beauty brands. There are three main brands chosen in this study, and they are Perfect Diary, Florasis, and Fenty Beauty. The three brands mentioned above are representative of the beauty brands that have successfully harnessed the power of star power and the fan economy to their advantage. According to the comparative analysis, Perfect Diary has had weak growth under the marketing concept of fan economy, whereas the other two brands have correctly grasped the psychology of fan economy. In order to increase the added value of a brand and obtain recognition and support from fans, the brand culture as well as product research and development should always be recognized and utilized by the brand. In this regard, the analysis of the three brands also shows the effectiveness and limitations of marketing methods as a result of the fan economy and culture.

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