毕 业 论 文（设 计）

题目： 基于 SICAS 理论花西子的品牌营销策略研究

（英文）：Research on Brand Marketing Strategy of Florasis Based on

SICAS Theory

院 别： 外国语学院

专 业： 商务英语

姓 名： 谭心雨

学 号： 2020063123147

指导教师： 邓彤博

答辩日期： 2024 年 5 月
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日期：2024 年 5 月 19 日
 Research on Brand Marketing Strategy of
Florasis Based on SICAS Theory

Abstract

The rise of Chinese Chic culture and growing national cultural confidence have boosted
interest in domestic beauty brands. Since its founding in 2017, the Chinese Chic cultural
beauty brand—Florasis, with its unique "Oriental makeup, Makeup with Flowers" positioning,
has become the fastest-growing domestic makeup brand, particularly popular among young
people. This study explores how Florasis has achieved a dominant market position through
brand marketing.
Using the SICAS model as a theoretical framework, this study analyzes Florasis's brand
marketing practices since its inception. Through case and content analysis, it examines the
brand's marketing strategies and the application of the SICAS model. The findings reveal that
Florasis employs visual marketing, innovative products, and cultural elements to enhance
brand reputation and market position while promoting Chinese aesthetic traditions.
Future research should focus on brand identity, marketing strategies, social media, and
the balance between cultural heritage and innovation to enhance the competitiveness of
domestic beauty brands.

Key words：Brand marketing; China Chic; SICAS theory; Beauty brand

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 基于 SICAS 理论花西子的品牌营销策略研究

摘要

国潮文化的兴起和国民日益增长的文化自信，使得消费者对于国妆品牌的关注和兴
趣正不断提升。国潮美妆品牌花西子自 2017 年成立以来，凭借“东方彩妆，以花养妆”
的差异化国风定位，成为新锐国产彩妆中增速最快的品牌，而花西子是如何通过品牌营
销在中国美妆品牌中占据优势市场地位是本文研究的问题。
本文以 SICAS 模型为研究理论,以花西子为研究对象,综合案例分析法和内容分析法
等研究方法,重点分析传播过程和整体布局,尝试揭示其背后的品牌营销规律和策略逻
辑。研究结论认为，花西子通过可视化传播手段、创新化产品、民族化品牌要素等营销
策略，扩大品牌声誉，建立其独特且具有优势的品牌市场，同时传扬中国传统文化美学。
本文认为，在未来的研究中，应该更加关注国潮美妆品牌的品牌标识和视觉形象、
营销策略和社交媒体以及文化传承和创新方面的问题，使得国货彩妆行业在市场中更具
有特色竞争力。

关键词：品牌营销；国潮；SICAS 理论；美妆品牌

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 Contents
Abstract ....................................................................................................................................... I
摘要 ............................................................................................................................................II
1 Introduction ............................................................................................................................. 1
1.1 Research Background .................................................................................................... 1
1.2 Significance of the Thesis ..............................................................................................1
1.2.1 Theoretical Significance ...................................................................................... 1
1.2.2 Practical Significance .......................................................................................... 2
1.3 Research Contents and Methods ....................................................................................2
1.3.1 Main Contents ......................................................................................................2
1.3.2 Research Methods ................................................................................................4
1.4 Innovation ......................................................................................................................4
2 Literature Reviews ...................................................................................................................4
2.1 Related Researches on Beauty Makeup Brand Marketing ............................................ 4
2.2 Related Researches on SICAS Theory .......................................................................... 6
2.3 Research Status ..............................................................................................................9
3 Brand Development and Current Situation of Florasis ......................................................... 10
3.1 Current Situation of Florasis ........................................................................................10
3.2 Brand Development of Florasis ...................................................................................11
4 Analysis of Brand Marketing Environment of Florasis .........................................................12
4.1 Cosmetics Industry Situation .......................................................................................12
4.2 Political Environment .................................................................................................. 13
4.3 Social and Cultural Environment ................................................................................ 14
4.4 Technological Environment ........................................................................................ 15
5 Analysis of marketing strategy of Florasis based on SICAS model ......................................16
5.1 Sense ............................................................................................................................16
5.2 Interest&Interaction .....................................................................................................17
5.3 Connect&Communicate .............................................................................................. 21
5.4 Action .......................................................................................................................... 22
5.5 Share ............................................................................................................................ 25
5.5.1 Bestsellers + KOL strategy ................................................................................25
5.5.2 WOM (Word of Mouth) .................................................................................... 26
6 Conclusion ............................................................................................................................. 27
6.1 Conclusion ................................................................................................................... 27
6.2 Limitations and Future Prospects ................................................................................ 29
References ................................................................................................................................ 30
Acknowledgements .................................................................................................................. 32
1 Introduction
1.1 Research Background
Beauty consumption has become a new hot spot. Since the reform and opening up,
China’s economy has grown rapidly to become the world’s second-largest economy and is
expected to become the largest consumer market. Despite the global economic slowdown,
China’s beauty industry has surged, with various color cosmetics and skincare products
emerging as dark horses in the retail industry. This sector holds great potential, attracting
numerous companies and consumers and entering an explosive growth period.
The rise of China Chic culture and the nation’s growing cultural self-confidence have led
to increased attention and interest in domestic makeup brands among Chinese consumers.
This shift represents a significant change in the beauty market. The national trend culture has
driven the innovation and development of domestic cosmetics brands, which are now
focusing on incorporating traditional Chinese cultural elements and presenting Chinese beauty
in a unique way. This enhanced sense of cultural belonging and identity has encouraged
consumers to choose domestic brands and support the growth of local enterprises.
New media are driving a marketing upgrade. With the rapid development of the Internet,
digital marketing has become unstoppable. The Internet can carry more information and foster
greater creativity, providing a foundation for innovative marketing methods. New media
platforms such as Weibo, WeChat, TikTok, Xiaohongshu, live streaming sites, and video sites
have become battlegrounds for brand competition.
Changes in media consumption habits have impacted people’s interests and preferences.
In the era of mobile networks, fragmented, socialized, and entertainment-driven
communications are increasingly prevalent, influencing aesthetic tendencies, lifestyles, and
consumption habits. With attention spans in short supply, leveraging the interactivity and
immediacy of new media to attract consumers’ attention and time is a critical issue for
marketing upgrades.
1.2 Significance of the Thesis
1.2.1 Theoretical Significance
Before SICAS as the latest research results of the consumer behavior model in the
mobile Internet era, there are still few researches on this model, and most of the academic

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discussions are still centered on the introduction of the theory at the level of elaboration, with
not many specific application analyses, and the combination of the research with the
marketing and communication practice of the beauty brands is even relatively blank. From the
industry to academia, from the audience to the brand owner, the cognition of beauty brand
marketing often remains in the traditional TVC advertisement, ignoring the update of
audience characteristics and communication means in the digital era, and the brand marketing
concept is relatively conservative and lagging behind. This paper takes the SICAS model as
the research theory and Florasis as the research object, utilizes the method of case analysis,
highlights the application scenario, combs and reproduces the communication process, and
analyzes the inner connection, which is conducive to revealing the beauty brand marketing
law and strategy logic when based on the characteristics of consumer behavior in the mobile
Internet era. By doing this, it helps enrich more targeted industry marketing theories and
provides basic, supplementary and supportive ideas for the research of beauty brand
marketing communication strategy.
1.2.2 Practical Significance
China’s cosmetic industry has a long history of development and a large number of
brands, thus the seller’s market of the cosmetics industry is already quite large. So correctly
choosing and using the appropriate marketing methods become even more important for the
newly emerging national cosmetics brands if they want to occupy a place in the huge market.
By analyzing the brand marketing communication practice of Florasis, universal opinions as
well as successful experiences and warning lessons can be drawn, which can provide valuable
references for the development of emerging beauty brands and promote the development and
progress of the whole industry.
1.3 Research Contents and Methods
1.3.1 Main Contents
The research on the marketing strategy of the Florasis will be carried out within the
following framework:
Chapter 1, Introduction. The background, significance and research status of this study at
home and abroad are stated, and the main contents of this paper are introduced, and the
research methods and innovations are proposed.

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Chapter 2, Literature Review. The purpose of this paper is to deeply discuss the current
research status at home and abroad, and to provide strong support for the writing of this paper.
Chapter 3, the Development History and Current Situation of Florasis. This chapter
introduces the development history of Florasis from the early stage of its establishment to the
present day and its current development status.
Chapter 4, Analysis of Florasis’ Business Environment. It includes the analysis of the
macro environment and industry environment, as well as the analysis of the external
environment changes, which has the impact on Florasis marketing strategy.
Chapter 5, Case Analysis. This chapter focuses on the analysis of the content of Florasis’
official account on major social media platforms, specifically Weibo, Wechat, TikTok,
Kuaishou, Xiaohongshu, bilibili and so on. The SICAS model is introduced into the brand
marketing strategy to outline a realistic and feasible marketing strategy of Florasis.
Chapter 6, Research Conclusion and Future Prospect. In this chapter, author aims to
summarize the research results of this paper about Florasis’ brand marketing and put forward
the research limitations of this paper and the outlook for future research.

Figure 1.1 Research framework

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1.3.2 Research Methods

(1) Case-study Method
This thesis takes Florasis as the main research object to carry out the case study in brand
marketing. It aims to analyze the marketing mode and characteristics of the brand and dissect
its content creativity, interactive forms as well as release characteristics, etc. on different
platforms, and investigates the audience’s perception of the brand, presenting the actual
marketing effect as objectively as possible, in order to reflect the desirability of it, which has
reference for the marketing communication of other beauty brands.
(2) Content Analysis Method
The research will analyze the content of Florasis’ official account on major social media
platforms, including Weibo, WeChat, TikTok, Xiaohongshu, and bilibili. The brand’s
marketing behaviors in different product cycles and festive moments as well as collect and
study its launching online contents to uncover the logic behind the marketing strategy.
1.4 Innovation
(1)New research perspective. This paper focuses on the Chinese Guochao(Chic) culture
and examines Florasis as the most representative brand among domestic cosmetics companies.
Utilizing various research methods, it analyzes the current marketing strategy of Florasis
under the influence of the Chinese Chic culture. Considering the scarcity of literature on
cosmetics companies’ marketing strategies from a Guochao cultural perspective, this study
offers an innovative viewpoint.
(2)New case materials. This paper investigates how Florasis effectively utilizes
consumers’ increasing “awareness of domestic products” to enhance its brand influence, and
examines the impact of Florasis’ public relations handling behavior following “eyebrow
pencil” issue in Li Jiaqi broadcast room, in light of SICAS theory and the double cycle
development advocated by national policies. The findings aim to provide new and practical
insights for other domestic cosmetics brands.

2 Literature Reviews
2.1 Related Researches on Beauty Makeup Brand Marketing

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Social media platforms and influencers’ promotion are major methods for the sales
marketing of international beauty brands. Thus it cannot be denied that social media has
always played an important role in marketing strategies. The research by Wibowo Ardy et al.
(2020) considered social media marketing activity (SMMA) and Customer Experience (CX)
to measure the customer’s relationship quality, which can impact customer behavioral
outcomes, which are purchase intention, loyalty intention, and participation intention. The
Western scholars show much more concerns on the following parts of concrete practice
research. The impact of social media such as YouTube, Facebook and Instagram on cosmetics
brand marketing, as well as how to build and maintain consumer loyalty is apparent from
Google Academics. Bin Shen and Kimberly Bissell (2013) investigated how beauty brands
use social media, especially Facebook, to increase brand awareness and enhance brand loyalty.
The researchers also analyzed Facebook posts from six beauty brands - Estee Lauder, MAC,
Clinique, L'Oreal, Maybelline and CoverGirl - to learn about what ways the brands frequently
use to connect with followers and other users. They concluded that the change of media
consumption patterns have led brands to shift their priority from products to people,
information transfer to information exchange.
Thu Vo (2023) analyzed the extent of impact to which Internet celebrities influence
consumers’ decision to purchase cosmetics, and gave advice on how to establish brand image
and brand direction better. Luisa (2019) studied how brands create and maintain online
relationships with consumers through their Websites, Facebook and Instagram brand pages.
Findings show that Websites perform better in the two strategies disclosure and information
dissemination. Regarding the strategy interactivity and involvement, websites lack interactive
features that allow firms to engage with consumers, such as commenting and sharing
opportunity. Managerial implications of the study are also provided. The study by Wu et al.
(2016) probed into the effects of cosmetics consumers’ consumption situation and experiential
marketing in marketing activities on brand image and impulse buying behaviour. The results
suggested that both consumption situation and experiential marketing were found to
positively influence brand image. Cosmetics differ from other retail goods in so far as the
“consumption situation” must influence “impulse buying behaviour” of consumers through

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“experiential marketing”. Based on the findings, suggestions are proposed for marketing, as
well as for decision-making of enterprises.
Celebrity endorsement, live-streaming sales by Internet celebrities, e-commerce live
stream, multimedia interaction, social media marketing, etc. have become important
communication channels for domestic brand marketing, which have won the favor of brands
and the attention of academia with amazing and effective communication effects. Mei Nan
(2017) sorted out the industrial chain structure of the “Internet celebrity economy”, examined
and reflected on the potential problems of the “Internet celebrity model”. Liu He (2019)
proposed to investigate the value of beauty opinion leaders in the process of product
marketing from following perspectives, such as KOL professionalism, popularity, product
involvement, interaction, homogeneity as well as content quality, timeliness and so on. Xu
Hui (2023) analyzed how Florasis builds brand trust through content marketing, which
provides case inspiration to build brand trust via content marketing for brands in the beauty
industry, especially domestic start-up brands, and for the practical operation to further
improve the competitive advantage in brand differentiation. Scientific guidance will be
endowed for the construction of communication mode of beauty brands marketing and the
adopting of communication channels.
These studies have conducted a professional and effective analysis of the marketing
communication of beauty brands, and provided useful guideline for domestic beauty brands to
enter the overseas brand marketing.
2.2 Related Researches on SICAS Theory
Since 2011, mobile devices like smartphones, tablets, and smart bands have become
increasingly prevalent, providing richer and more precise information channels. This shift has
enhanced consumer autonomy in acquiring information. To adapt to this new era, the SICAS
model was developed, emphasizing interactive communication between enterprises and
consumers and integrating online and offline channels.
Traditional models like AISAS rely on advertising to capture attention, following a
linear, unidirectional marketing process. In contrast, the SICAS model is nonlinear,
networked, multidirectional, and based on perceptual connections. This model enhances the
influence of brand merchants in the sharing stage, making experience sharing the true source

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of consumption. It is crucial for companies to transform their traditional broadcast advertising

systems into interactive systems based on real-time perception and bidirectional dialogue,
thereby shaping new consumer response patterns.
In 2011, the DCCI Internet Data Center introduced the SICAS model, which is more
suited to the era of mobile internet. Unlike the traditional AIDMA and AISAS models, the
SICAS model is a panoramic and multidimensional interactive process. It comprises five
stages: Sense, Interest & Interactive, Connect & Communicate, Action, and Share. These
stages are interrelated in a multidimensional and holistic manner：
In the Sense stage, brands must establish dynamic perception networks through
distributed, multi-touchpoint social marketing platforms. For brands, real-time,
comprehensive perception capabilities are paramount. Establishing sensitive touchpoints
across the network to sense needs, understand orientations, discover directions, and respond
dynamically is essential for effective brand marketing management. For consumers, attention,
sharing, customization, push notifications, automatic matching, and location services are
effective means of perception. Brands must convey their product characteristics and
advantages in an appropriate and easily accepted manner through these channels.
The Interest & Interactive stage emphasizes not just the frequency of contact points but
also the substantive aspects related to customer experience, such as interaction methods,
topics, and content. Understanding, following, and responding to consumer interests and
needs has become critical. Social networks are becoming increasingly influential in
consumption. During this stage, consumers are developing or have already formed a certain
degree of psychological coupling and interest resonance.
In the Connect & Communicate stage, building connections and communication means
integrating advertising, content, relationship databases, and business networks, combining
mobile and PC internet operations platforms, and establishing strong links with consumers.
Key components include social platform links, advertising links, app links, LBS links,
e-commerce platform links, CRM links, and supply chain links.
The Action stage has seen the rise of mobile payments, which are highly favored by
consumers. Consequently, consumption can occur not only on e-commerce websites but also
through O2O, apps, and social network platforms. Optimizing sales and e-commerce layout is
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crucial for conversion rates. Key metrics include e-commerce rate, distribution rate,
connection rate, personalization rate, mobile rate, and social rate.
The Share stage is fundamentally supported by social networks. In practice, the open
sharing of the internet facilitates the automatic distribution and dynamic aggregation of
consumer experience fragments, going beyond simple word-of-mouth marketing. Experience
sharing is not the end of consumption; it is becoming its starting point. Brand interaction and
guidance during this stage can have greater marketing value than traditional advertising.
In the digital age, mobile internet has created a new communication and marketing
ecosystem that traditional media cannot match. This ecosystem is based on consumer
relationship networks and location services, enabling real-time dialogue and connection
between consumers and friends, and between consumers and enterprises. Communication has
evolved from broadcasting information to responding to and igniting the needs expressed by
consumers. The SICAS model emerged to align with this new consumption mode.
The SICAS model, distinct from traditional linear models, is a holistic relationship
network based on internet consumers in the mobile internet era. It emphasizes bidirectional
communication between enterprises and consumers, forming a multidimensional interactive
consumption trajectory ecosystem. The model's systemic, comprehensive, multidimensional,
and interactive nature allows for timely understanding of consumer needs and psychological
changes, providing comprehensive information support for brand shaping.
As a product of the mobile big data era, the SICAS model has given rise to new social
marketing on social network platforms. Friends share brand information through clicks,
shares, and likes, incorporating real-life elements such as real-name systems and credit scores,
making the internet a trustworthy network. This environment favors brand communication
and marketing activities. By integrating platform resources and leveraging high-quality
customer relationship management, companies can maximize the use of social relationship
networks to trigger consumer interaction and dissemination. With the further development of
the mobile internet economy, the SICAS model will play an increasingly important role in
future integrated marketing.
The research on SICAS theory from the perspective of audience is the main hot spot of
brand marketing, and the existing research has a deeper understanding of brand marketing of

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SICAS model. Huang (2019) analyzed the concept and current situation of mobile marketing
from the perspective of the SICAS model, as well as the marketing case of Yili Group, a
traditional dairy brand. Yan et al. (2017) analyzed the decision-making process of consumers
in the era of social e-commerce in detail on the basis of previous theoretical research and the
SICAS consumption model combined, and creatively proposed the social e-commerce
marketing strategy model - ICES. Taking the social e-commerce company - Red, as the
research object, the study analyzed its marketing strategy with the proposed marketing
strategy model. Liu Jingyan et al. (2018) used inductive and deductive methods to analyze the
role of mobile advertising in the consumption process based on the SICAS model, and
proposed optimization strategies. Zheng Ziyi (2021) analyzed the marketing rules and
strategic logic behind the cosmetics brand of Perfect Diary, and further refines the application
path of the SICAS model in the marketing communication of beauty brands, which enriches
the industry marketing theory to a certain extent. Li Zhuofei (2022) studied and discussed the
brand marketing model of Florasis in the live-streaming marketing model, and deeply
explored how the Florasis should combine the SICAS theory to improve and optimize the
live-streaming marketing model in the next step. Fan Shugang et al. (2020) believed that
studying the consumption behavior of female college students, the main force of consumption
in the new media era, makes a difference in analyzing the counterpart of contemporary
consumers. Thus they conducted a study and analysis on the consumption behavior of female
college students in the new media economy based on the SICAS model.
All these studies are based on SICAS model theory to analyze brand marketing strategy,
which provides sufficient reference materials for the writing of this paper.
2.3 Research Status
The rapid development of the beauty industry has attracted the attention of many experts
and scholars, and a large portion of experts and scholars have been invested in the research of
the beauty industry, where marketing strategy is one of the key research directions. Academic
research on brand marketing is relatively comprehensive, in the concept of brand marketing,
structure, establishment mechanism and measurement and evaluation have formed a more
mature theoretical and analytical framework. While SICAS theory has become a new research
hotspot in the field of marketing, the related research is still at a relatively early stage.
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Generally speaking, the researches on the marketing strategy of beauty brands in the
existing materials is still relatively rich, and also shows the tendency of adapting to the
change of consumer life pattern in the Internet era. However,most of them lacks the
systematic research focusing on the characteristics of the current audience’s consumption
behavior. Therefore, on the basis of previous research, this paper will try to summarize the
communication strategy applicable to beauty brand marketing in the new media background
based on the current consumer behavior characteristics by studying the brand marketing case
of Florasis.

3 Brand Development and Current Situation of Florasis

3.1 Current Situation of Florasis
Florasis (Hua Xizi), a makeup brand born in Hangzhou, China, conveys the concept of
"Oriental Makeup, Flower Nurtures Makeup". The brand utilizes the wisdom of the ancient
Chinese beauty care which combined with the skin characteristics and makeup needs of
oriental women, adopting flower extracts and herbal extracts as the core ingredients and
taking modern makeup manufacturing process to create healthy skin care products that is
suitable for oriental women. The origin of the brand Chinese name “Hua Xizi” refers to the
beauty of the West Lake. The brand hopes that Chinese women can be as beautiful as “Xizi”
in both heavy and light makeup.
The idea behind the research and development of Florasis products is to combine
makeup with skin care, not only to modify the appearance, but also to care for the skin, which
is one of the brand’s key features. In terms of brand promotion, Florasis incorporates the
brand concept of oriental aesthetics and adopts a value-driven business model to deliver the
brand concept through each product line. For example, the sculpted lipsticks are made with
traditional Chinese sculpting techniques, and the Miao gift box incorporates the artistic style
of the Miao people. Overall, Florasis takes oriental aesthetics as its brand concept, conveys its
own brand concept in product development and brand promotion, and strengthens its
marketing effect through its dual-line brand concept dissemination efforts. During the peak
period for Florasis-2019, the launch of the sculpted lipstick and the recommendation of
anchor Li Jiaqi in the live broadcasting room have attracted a high degree of attention from

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the majority of consumers, and the Florasis brand has entered the top ten of the Tmall beauty
list. Subsequently launched powder, eyebrow pencil and other products also achieved good
marketing results. The following year, Florasis market share reached three billion level,
becoming one of the most popular national beauty products. Such marketing effect and
market share created good conditions for Florasis’ brand upgrading and international
operation. Florasis’ brand strategy accurately grasps the differences in aesthetics and habits of
consumers in national and regional areas, including the defined new category of national style
makeup, which provides room for the brand’s growth. Currently, Florasis’ export capability
among national cosmetics brands is second to none.
3.2 Brand Development of Florasis
On March 8, 2017, Florasis subsidiary was officially established in Hangzhou, and the
brand flagship store was set up on Tmall in August.
On May 8, 2019, Florasis made Ju Jingyi the brand spokesperson.
On September 28, 2019, Li Jiaqi became the brand’s chief recommendation officer.
On January 24, 2020, Du Juan became the brand spokesperson to further spread the
traditional oriental aesthetics.
On April 21, 2020, singer Zhou Shen became the brand ambassador of Florasis.
On October 24, 2020, Florasis and Gaia Legend debuted at the Spring/Summer 2021
China International Fashion Week, bringing a dreamlike oriental visual feast.
On March 1, 2021, Florasis’ products were launched on Amazon Japan, and the brand
began to implement its international layout.
On March 18th, 2021, the donation ceremony and love visit of the Hundred Flowers
Project of Florasis’ Hmong girl’s schooling project was successfully held at the Newspaper
De Primary School in Langde Town, Leishan County, Guizhou Province. A total of RMB
1006,000 was donated to the program, which provided RMB 1,000 scholarships to 1006 girls
in grades 1-9 of Leishan County, who have relatively difficult family backgrounds and are of
Miao ethnicity.
In October 2021, the Dubai World Expo was officially opened, and Florasis became the
designated makeup product for the China Pavilion. Florasis’ Dai Impression series made its
debut, combining Dai flowers and plants with customized new formulas to convey the beauty
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of the Chinese nation.

In February 2022, Florasis was awarded as the TOP1 most favored brand in 2021 by
users.
On June 9, 2022, Florasis became popular overseas, and Florasis’ overseas independent
station has also opened services in 46 countries and regions, and also settled in e-commerce
platforms such as Amazon, Shopee, etc., covering a number of markets such as Japan, the U.S.
and Southeast Asia.
On September 10, 2023, Li Jiaqi received criticism from netizens during a live broadcast
featuring Florasis eyebrow pencils. On September 19, Florasis issued an apology statement on
its official blog, expressing sincere regret for the recent attention it had received on social
media platforms. The statement acknowledged the feedback received from the public and
pledged to address the concerns raised by improving their products and services. However,
the apology was deemed insincere by Red Star News.
In December 2023, Florasis launched a Mongolian immersive non-heritage cultural
experience space in its world’s first offline flagship store. Visitors can experience Mongolian
culture firsthand and explore Florasis' Mongolian impression products and makeup.
In 2024, Florasis entered CDF Sanya International Duty Free City and opened its first
independent store for a Chinese beauty brand.

4 Analysis of Brand Marketing Environment of Florasis

4.1 Cosmetics Industry Situation
The market size of China’s cosmetics industry is estimated at 516.90 billion yuan in
2023, representing a year-on-year growth of 6.4%. Driven by factors such as rising national
disposable income and increasing awareness of aesthetics and pleasing oneself, domestic
consumption of cosmetics continues to climb. It is expected that by 2025, the market size is
expected to increase to 579.10 billion yuan. Against this backdrop, China’s cosmetic industry
will usher in more innovations and breakthroughs.

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Data from data.iimedia.com

Figure 4.1 Scale and forecast of China’s Cosmetics industry from 2015 to 2025

China’s cosmetic industry has not only made a breakthrough in innovation and upgrading,
but also ushered in the opportunity of consumption upgrading. National products are
increasingly favored by consumers in the market, especially the rapid growth of domestic
cosmetic brands by virtue of the “China Chic Trend” and affordable price. Many brands have
risen to fame by virtue of the “China Chic Trend”, attracting many consumers. Meanwhile,
consumers’ demand for the technology and quality of products is also becoming stronger and
stronger. According to the “2023 China Cosmetic Market Industry Development and
Consumption Insight”, more than 40% of consumers believe that domestic traditional brands
need to innovate. Therefore, brands need to focus on the quality of the product itself and take
into account the appearance design in the development of the “China chic trend of beauty”, in
order to validly attract consumers and maintain sustained growth in the market.
4.2 Political Environment: Push Standardization and Emphasize Safety Supervision
In recent years, China’s relevant departments actively issued cosmetics industry-related
policies to promote the standardization of the cosmetics industry to achieve a healthy and
orderly development. In December 2021, the China Flavor and Fragrance and Cosmetic
Industry Association issued the “Cosmetic Industry ‘14th Five-Year’ Development Plan”,
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insisting on consumer demand as the starting point and ultimate goal, adhering to the new
development concept, enhancing the quality of industry development. The new development
concept should be implemented completely, accurately and comprehensively throughout the
whole process and all aspects of the industry development; Enhancing the impetus for
development with innovation, improving the quality of development of the whole industry
with coordination, ensuring the sustainability of the industry’s development with “Green”
conception, and expanding a new space with openness for the development of the industry,
which lead to open up new horizons in the high-quality development of cosmetics industry.
Measures for the Administration of Adverse Reaction Monitoring of Cosmetics, further clarify
and detail the respective monitoring responsibilities of cosmetic registrants, filers, overseas
cosmetic registrants and filers, as well as medical institutions and cosmetic e-commerce
platform operators.
4.3 Social and Cultural Environment: Bud of Diversified and Personalized Consumption
China’s rapid economic development has promoted the rise of personalized consumption,
with people’s demand for a better life growing and the structure of consumption changing
significantly. The government is actively working to improve the institutional mechanism for
promoting consumption, and society as a whole has a positive attitude towards consumption
upgrading. The new generation of consumers, such as the “Millennials” and “Generation Z”,
is ahead of its time in terms of consumption awareness that they satisfy their personal needs,
express their individuality and pursue beauty through consuming. As a result, the domestic
consumer market is expanding and upgrading, directly contributing to the booming beauty
market.
On the other hand, China’s social environment is open and inclusive, with parallel and
mainstream cultures developing together. Even in some niche areas, there still exists a large
audience and a wide space for communication. According to Kotler, The Third Wave, it is
believed that people pay more attention to the emotional experience brought by shopping and
its impact on interpersonal communication, and emotional value exceeds the functional value
of products. This provides new ideas for brand creativity and marketing, and brand
development must consider how to satisfy consumers’ emotional needs in addition to
practicality. In the beauty market, in addition to ensuring product quality, it also provides

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diversified choices, interesting consumer experiences, appropriate emotional responses,

convenient interaction, and diversified symbols of taste and character, greatly expanding the
added value of products. Whether you are a stargazer or a makeup enthusiast, or a follower of
fashion trends, needs can all be met there.
4.4 Technological Environment: R&D investment and technological innovation as core
competitiveness
Emphasizing investment in production R&D technology is the core competitiveness of
beauty brands. International brands such as Estee Lauder, Leporene and SK-II lead consumers
in their pursuit of product ingredients and technologies by developing unique ingredients and
technologies. L'Oréal Group alone invested 914 million euros in patent R&D in 2018, with 21
research centers and 14 evaluation centers. In terms of production R&D, foreign brands invest
more than domestic brands due to their financial advantages. Domestic beauty companies
initially relied on OEM brands and did not pay enough attention to production R&D, and the
overall level was low. However, in recent years, with the development of the market and the
enhancement of innovation awareness, domestic beauty enterprises have started to increase
their investment in production R&D and benefit from technological breakthroughs such as
modern bioscience.
The application of AI technology in cosmetics, such as virtual makeup trials and smart
skin testing devices, provides new marketing opportunities for beauty brands. Through online
information retention and consumer profiling, brands can better understand consumer needs
and behaviors, enabling precise market targeting and promotional campaigns. The popularity
of mobile apps and social media platforms provides beauty brands with a channel to interact
directly with consumers, enhancing consumer engagement and loyalty by pushing
personalized promotional messages, online interactions and professional beauty advice. The
rapid development of e-commerce allows brands to reach consumers more broadly through
online sales channels. Using the data analysis function of e-commerce platforms, brands can
understand sales trends and product performance, and make adjustments and optimizations
based on the data. At the same time, e-commerce platforms offer user ratings and review
functions, providing brands with direct consumer feedback and word-of-mouth management

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opportunities. The application of these technologies and platforms provides new ways for
beauty brands to enhance their competitiveness and market share.
Overall, the changing technological environment has brought new opportunities and
challenges to beauty brands. Brands need to invest more in R&D, constantly bring forth the
new. What's more, It's supposed to combine Internet and new media technologies, gain a
deeper understanding of consumer needs, and use tools such as data analysis and personalized
marketing to increase brand competitiveness and market share.

5 Analysis of marketing strategy of Florasis based on SICAS model

5.1 Sense: Enduing products with cultural meaning
In the marketing process, the mutual perception between the brand and the consumer is
crucial. For a brand to be perceived by consumers, it must first understand the consumers,
enabling it to adjust its marketing content and expression in the subsequent stages of
communication. In today’s new media environment, the communication threshold has been
lowered, the number of communication subjects has rapidly increased, and the explosive
growth in online messaging has led to high levels of distraction among people. In such
circumstances, a brand needs to convey a unique brand culture and reveal its distinctive brand
charm to capture the attention of users. Florasis has achieved this by establishing mutual
perception between the brand and consumers through conveying a unique brand culture and
implementing a user co-creation model.
The creation of Florasis unique brand culture. Before the establishment of Florasis, its
founder had been in contact with domestic makeup brands such as Bai Queling and Shui
Mima. Through more than a year in delving into brand culture, finally the start-up team
confirmed the positioning of Florasis as “Oriental Makeup, Raising Makeup with Flowers”.
The founder of Florasis believes that the ultimate goal of Florasis is to build an excellent
Chinese brand name around a unique culture and “Huaxizi” style. The elaboration and
proposition of the brand have not changed until today, and all business activities are closely
surrounded by the brand concept, and every aspect that consumers see reflects the uniqueness
and exclusivity of Florasis -- raw material formula, product positioning, process materials,
brand main colors, and even brand fonts. Florasis has given a cultural connotation to each

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 Research on Brand Marketing Strategy of Florasis Based on SICAS Theory

product line, such as the eyebrow pencil is given the ancient love story -- Zhang Chang
penciled her eyebrows; the concentric lock lipstick is made into the appearance of a Chinese
lock, promoted by the slogan “It conveys one’s love with a lock”; carved lipsticks, are emboss
with Chinese classical art elements by using Chinese relief craft (such as peony flower gods,
phoenixes, cranes and so on ).

Figure5.1 Florasis’ mythical beast carved lipstick

Florasis puts the user co-creation model into practices and continuously improves its
products. Relying on online sales and big data, as well as the user co-creation system, Florasis
can quickly understand the needs of users and feedback of existing products. In mid-2018,
Florasis started the “user co-creation project” which invites many users as product
experiencers to participate in the evaluating activities of each product , covering more than
200,000 people in more than 100 recruitment activities.
For carrying out these activities, Huaxizi's product iterate quickly due to its dedicating in
product development. What can be representative is the eyebrow pencil which has been
updated to the 8th generation among three years and then has also received wide acclaim.
Florasis user co-creation mode is not only reflected in product research and development, but
also extends to service and content. They have set up “Mystery Experiencer” and “Cultural
Disseminator” mechanism which aims to invite users to participate in the whole service
process and spread oriental culture, so as to realize the co-creation between brands and users.
Arguably, the development of Florasis is inseparable from “user co-creation”. Users also
perceive Florasis’ingenuity from the products launched by Florasis .
5.2 Interest&Interaction: Focusing on consumers’ interests and engage effectively
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Interest and interaction, forms interactions with consumers and improves the relationship
between brands and consumers through appropriate approaches, topics and content. Brands
should take the harvest of consumer perceptions from the first stage and feed it back in the
second stage, applying it to marketing production. Also they should resonate with consumers
around their interests and needs in order to get their continued solid goodwill.
This article collects and sorts out the interaction of cutting-edge mainstream domestic
beauty brands with users on different platform media. In contrast, it can be notably seen the
interactive tilt of Florasis in media marketing.

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Table5.1 Social media placement of domestic cutting-edge beauty brands

Weibo Xiaohongshu TikTok Bilibili

The The The

Collects
Opening quantity Comments Opening quantity Opening quantity Opening
Followers Followers and Followers Likes Videos Followers Likes
time of and likes time of time of time
likes
content content content

Florasis 2018.03 2898 40.5w 3466.2w 2018.03 1611 21.1w 97w 2019.03 2287 1182.7w 1922.3w 2019.07 453 3.5w 50.2w

FLORTTE 2020.12 2666 3.6w 43.3w 2020.02 1273 17.5w 160.4w 2021.08 1207 66.7w 170.5w

FlowerKnows 2019.10 5283 20.8w 654.3w 2020.06 1478 37.6w 385w 2020.11 1005 110.1w 456.7w 2020.09 53 2.5w 14.2w

Perfect Diary 2016.10 4211 56.5w 2692.7w 2018.07 121 202.7w 771w 2018.07 58 651.8 3784.2w 2018.08 181 6.6w 39.1w

Judydoll 2017.05 4036 18w 247.4w 2018.08 2104 44w 180.5w 2019.03 3201 256.7w 386w 2019.07 583 2.1w 7w

TIMAGE 2019.10 1528 12.5w 79.5w 2019.12 1008 18.3w 115.2w 2020.04 934 235.3w 80w

JOOCYEE 2021.03 1064 4.3w 141.6w 745 9.9w 42.2w 2021.02 2333 192.9w 390.8w 2020.07 30 769 1526
2019.06

Colorkey 2018.09 2341 20.6w 894.7w 2018.12 1230 26.2w 186.5w 2019.09 4513 339.2w 841.1w

INTO YOU 2020.01 1987 38.6w 340w 2020.04 1563 19.8w 120.7w 2020.11 1382 196.6w 339w 2020.04 23 164 359

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By contrast of the specific differences between brands through observation, it can be

concluded that Florasis’ social media interaction has the following basic characteristics:
(1) Florasis got started relatively early in operating social media with proper updated
content and frequency, accumulating target users. It manifests that the interaction statistics of
each platform was not in vain;
(2) Covered platform is wide-ranging, through which leads to diversified information
exposure, and the target consumer group can be reached in an all-round way. In the chart,
Florasis has the highest number of followers among collected cosmetic brands in domestic
TikTok, even twice as many as Perfect Diary. TikTok will push what users are interested in
according to their preferences. Furthermore, it also can be an e-commerce transaction scenario,
which more accurately realize the “matching between people and goods” with interest as the
main dimension. Therefore, it is also known as an interest e-commerce trading platform.
Florasis has achieved effective interaction with consumers through TikTok, responding to
consumers’ interests and needs.
Florasis’ marketing is not only to expand the number of covered platforms, but also to
formulate targeted marketing strategies based on the platform and user’ characteristics in
content production and the advantage of each platform’ own celebrity resources. Continuously,
Florasis integrates various new media platforms, multi-dimensionally and all-roundly, which
establishes marketing delivery matrix to achieve in-depth interaction with more consumers.
This paper captures the content of the official accounts of Florasis in the past two years on the
four major platforms (Weibo, Xiaohongshu, Tiktok and Bilibili), analyzing from the
publication frequency and content tonality.
Table5.2 Analysis of the operation content on the four major platforms of Florasis
Release frequency Content tonality
Weibo 2 Articles / day Activity publicity, announcement of new products
Xiaohongshu 1 Article / day Beauty makeup tutorial, experience sharing
TikTok (Huaxizi
official flagship 1 Article / 2 days Unpacked video, live clips, scene stories
store)
Releasing marketing ads with Chinese style texture,
Bilibili 2 Articles / day hanfu, imitation makeup, ancient style and other
styles of video

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In general, Florasis collects and analyzes users’ interests through different media
platforms and generates different interactions. Especially through TikTok, the short videos
released by Florasis on the platform are generally within 30 seconds, during which the
products are quickly and directly introduced through the small story demonstration, or the
target users are guided to enter the live broadcast room through the promotion of live
broadcast room discounts, which achieves effective interaction.
5.3 Connect&Communicate: Blending with national features to witness “Oriental beauty”
The Connect module is an important part of the SICAS model to establish contact and
communication with consumers. As a successful case, Florasis has established a wide and
effective connection with consumers through all-round, multi-form, and in-depth
communication. This connection is not just a one-way messaging, but is built on an
understanding of consumer needs, cultural context, and emotional resonance.
Florasis pays attention to the display of national characteristics in its marketing strategy.
The Miao and Dai ethnic culture presented on Florasis’ products impressed people deeply, so
Florasis endeavors to bring forth the new. In December 2023, Florasis officially launched the
“Mongolian Impression” series of new products. The new collection incorporates Mongolian
elements from the inside out, showcasing the brand’s oriental aesthetic. The rouge blush is
inspired by the original Mongolian cheek flush, the embossed eyeshadow palette is borrowed
from the grassland color, and the Mongolian pot tea made the new lipstick. Meanwhile,
Florasis invited Mr. Gawa, the intangible inheritor of Mongolian Horqin leather carving, to
discuss the charm of this craft and integrate it into the packaging, so that the sincere attitude
and ingenuity of intangible cultural heritage handicrafts can be felt by customers.

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 广东技术师范大学本科毕业论文

Figure5.2 Florasis Mongolian Impression Series Makeup

Florasis, which draws nutrition and inspiration from Chinese minority culture, is also
feeding the inheritance of national culture in the way of public welfare. To this end, Florasis’
parent company, Eagle Group, has established the first charitable foundation among beauty
enterprises in Zhejiang Province, and one of its important responsibilities is “cultural
protection and inheritance”. According to public information, most of the public welfare
projects supported by the foundation are related to the promotion of “cultural protection and
inheritance”.
With the launch of “Mongolian impression”, the public welfare has come to the third
year. This time, Florasis has brought a new exclusive national school uniform to 10 schools
and more than 3,300 Mongolian students in Horqin District. It cannot denied that the mission
— “excavating national culture and inheriting the beauty of the nation” has been truly
implemented. The cultural connection between Florasis and consumers in the marketing
strategy can enhance consumers’ sense of identity and belonging to the brand, promoting
consumers to be more willing to establish contact with the brand.
Figure5.3 Florasis public welfare activities

5.4 Action: Multiple sales channels and win popular among consumers
According to the SICAS model, users’ consumption behavior will not only be limited to
e-commerce websites, but also to various third-party applications, especially social networks
and O2O platforms, which may trigger consumption and become the starting point of
purchase.

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Florasis has created one-click links to sales on its Weibo, TikTok, Kuaishou, and
Xiaohongshu brand accounts to improve the visibility of sales entry points and effectively
reduce traffic loss. This strategy allows Florasis to convert traffic into revenue.
Since January 2021, Florasis’ loose powder, pressed powder, eyebrow pencil, and
cushion have consistently topped sales charts and maintained a repurchase rate above the
industry average. According to Kantar Worldpanel’s recent beauty market trend report,
Florasis has emerged as a top contender among international brands, ranking in the top 10 in
the makeup category of the "2023 China Beauty Brand Footprint: The Most Chosen Brands
by Consumers." Over the past year, Florasis has continued to be favored by consumers.
Monitoring by Yonghushuo institutions of Internet word-of-mouth and user behavior data
from March to November 2023 shows that Florasis is among the top 10 "Most Popular
Patriotic Makeup Brands," ranking first in both July and September.
Table5.3 Top 10 most popular cosmetics brands from March to November 2023

Top 10 most popular cosmetics brands from March to November 2023

Ranking
Mar. Apr. May Jun. Jul. Aug. Sept. Oct. Nov.
/ month
1 PROYA PROYA PROYA PROYA Florasis PROYA Florasis PROYA PROYA
Perfect
2 GUYU CHANDO CHANDO PROYA Carslan CHANDO Florasis CHANDO
Diary
Perfect INTO
3 CHANDO Carslan Florasis Carslan PROYA CHANDO Pechoin
Diary YOU
Perfect Perfect
4 OSM Carslan WINONA Perfect Diary CHANDO Carslan WINONA
Diary Diary
INTO INTO Perfect
5 MGP Florasis Carslan Florasis Carslan Florasis
YOU YOU Diary
Perfect
6 Colorkey CHANDO JOOCYEE WINONA MGP CHANDO OSM Carslan
Diary
Perfect
7 MGP Florasis OSM GOGI OSM Pechoin OSM OSM
Diary
Perfect INTO
8 WINONA Judydoll OSM OSM WINONA WINONA Colorkey
Diary YOU
9 Judydoll WINONA Simpcare MGP WINONA Colorkey Judydoll Pechoin WINONA
INTO INTO
10 Florasis Colorkey HERBORIST Judydoll MGP MGP KANS
YOU YOU

Data from Yonghushuo

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 广东技术师范大学本科毕业论文

In addition, the purchasing behavior of Florasis user groups on multiple platforms

demonstrates their preference for the brand. This is further supported by data from third-party
research companies. According to the “Top 25 Makeup Brands in Taobao Tmall Monthly
Sales” list released by Yonghushuo, from March to November 2023, the Florasis brand not
only consistently appeared on the list but also ranked among the top 10 for eight months.
Notably, although Florasis fell outside the top ten in October, it quickly returned to eighth
place in the makeup sales list in November, showcasing its brand resilience and strength.
Table5.4 Top 10 makeup brands in Taobao Tmall monthly sales from March to January 2023

Top 10 makeup brands in Taobao Tmall monthly sales from March to January 2023
Ranking
Mar. Apr. May Jun. Jul. Aug. Sept. Oct. Nov.
/ month
1 YSL YSL YSL YSL YSL YSL YSL YSL YSL
2 MAC Chanel NARS Florasis Florasis Chanel Chanel NARS 3CE
LANCO Estee
3 3CE NARS MAC 3CE NARS NARS NARS
ME Lauder
LANCO LANCO
4 Florasis Chanel MAC Carslan Florasis 3CE CPB
ME ME
Estee Estee LANCO TIMA Estee
5 Florasis Florasis 3CE 3CE
Lauder Lauder ME GE Lauder
Estee LANC
6 NARS CPB NARS MGP NARS Dior Carslan
Lauder OME

Estee
7 Chanel Dior CPB Chanel Dior Florasis 3CE CPB
Lauder

TIMA LANCO LANCO Estee

8 MAC Carslan Carslan MAC Florasis
GE ME ME Lauder
LANC LANCO Estee TIMAG
9 3CE Dior Chanel Armani Chanel
OME ME Lauder E
MAKE
Estee UP INTO
10 CPB Carslan 3CE Armani MAC MAC
Lauder FORE YOU
VER

Data from Yonghushuo and Taobao Tmall

According to the list of “Top 25 Makeup Brands in Taobao Tmall Monthly Sales”
released by users, from March to November 2023, Florasis brand not only continued to be on
the list, but also ranked among the top 10 on the list for 8 months. It is worth mentioning that

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 Research on Brand Marketing Strategy of Florasis Based on SICAS Theory

although Florasis fell outside the top ten in October, it quickly returned to the eighth place in
the makeup sales list in November, which shows its brand resilience and strength.
In addition, according to the TikTok TOP20 list of makeup brands in 2023 released by
TikTok from Feigua data, Florasis is ranked TOP1 on the list.
Table5.4 TikTok TOP20 Makeup Brands in 2023 (January-December)

TikTok Ranking 1 2 3 4 5 6 7 8 9 10
VC
TOP20 Brand Flora AK PRA Judyd TIMA
Carslan Y.S.L beauty Julio FV
name sis F MY oll GE
Makeup makeup
Ranking 11 12 13 14 15 16 17 18 19 20
Brands

in 2023

(Januar AMO
Brand WOS 3C Passional Marie Funny Color INTO
MGP Unny RTAL
y-Dece name ADO E Lover Dalgar Elves key YOU
S
mber)

Data from Feigua data (Douyin)

5.5 Share
5.5.1 Bestsellers + KOL strategy
In the era of consumer empowerment and user sovereignty, the automatic distribution
and dynamic aggregation of user experience fragments are becoming key drivers of
consumption. The ability to share information not only meets personalized needs but also
serves as an important source of consumer productivity. Interaction and guidance during the
experience and sharing stages are even more valuable than the initial attention garnered by
advertising.
Most cutting-edge brands gain fame and popularity initially through a bestseller.
“Bestsellers” are products that are in high demand, have high sales volumes, and are
extremely popular. Examples include SK-II’s Fairy Water, Estée Lauder’s Advanced Night
Repair, Helena Rubinstein’s Prodigy Reversis Night Cream, Perfect Diary’s eyeshadow
palette, and Mao Geping’s highlighter. The power of bestsellers lies in their uniqueness,
quality, and user experience sharing, which quickly attract consumer attention and generate

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 广东技术师范大学本科毕业论文

word-of-mouth promotion. Since March 2019, when Florasis entered Li Jiaqi’s live broadcast
room, its Air Powder became the brand ’ s first bestseller. This hot item significantly boosted
Florasis' brand exposure and recognition, leading to a consumption boom for the brand.

Figure5.4 Hot items of Huaxizi in Taobao Tmall

At the same time, Florasis strengthens brand awareness by choosing spokespersons who
align with the brand’s image and collaborating with many celebrities to promote and deepen
the fan economy. The brand spokesperson, Du Juan, has a classical look and a refined
temperament that almost perfectly embodies Florasis' "Oriental Beauty" concept. Brand
ambassador Bai Lu, along with co-stars Li Ruotong, Liu Shishi, Zhao Zhaoyi, dancer Tang
Shiyi, and singer Zhou Shen, contribute to this image.
Additionally, top KOLs (Key Opinion Leaders) create topics and recommendations,
while mid-tier KOLs amplify the popularity generated by the top KOLs, leveraging the
long-tail effect. Mid-tier KOLs are primarily active on Xiaohongshu and TikTok, while
lower-tier KOLs are mainly on Weibo. Daily marketing focuses on vertical content from these
KOLs, forming a sustainable beauty vertical.
Overall, Florasis has seized the opportunity presented by the strong purchasing power of
new consumer groups. By driving product consumption through brand culture, it has moved
away from the traditional labels of low-price, high-yield, and affordability often associated
with domestic brands, focusing instead on brand value and product characteristics.
5.5.2 WOM (Word of Mouth)

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 Research on Brand Marketing Strategy of Florasis Based on SICAS Theory

Consumers are the bedrock of brands, and being honest and transparent with them is
critical. In the current information age, consumers have numerous channels and tools to learn
about brands and products, allowing them to easily access and share information, including
reviews and feedback. As a result, any attempt to mislead consumers is quickly exposed,
potentially causing serious damage to a brand's image.
In 2019, Li Jiaqi became widely known and also served as the chief recommendation
officer for Florasis. However, in September 2023, a controversy arose during one of Li Jiaqi’s
live broadcasts regarding the “Florasis eyebrow pencil”. The issue centered on the perception
that the product's price did not match its value. For middle and lower-income consumers,
Florasis’ prices may seem unjustified, especially when compared to other brands. It is known
that the high price of the eyebrow pencil is partly due to early product development
investment. Additionally, there was a lack of transparent and sincere communication and a
timely, appropriate public relations response. Florasis' public relations efforts were perceived
as chaotic and unsatisfactory by the public.
This incident highlighted the importance of a brand’s reputation and the difficulty of
recovering from negative publicity. When a brand faces controversy or problems, the best
practice is to adopt a transparent, sincere, and timely communication approach. This
demonstrates the brand’s concern and respect for consumers and helps avoid
misunderstandings and miscommunication. Brands need to clearly explain their pricing
strategies to minimize misunderstandings and dissatisfaction. Once a brand’s reputation is
damaged, it takes tremendous time and resources to restore it.

6 Conclusion
6.1 Conclusion
To summarize, economic development and technological innovation have significantly
impacted traditional brand marketing, giving rise to new marketing models in the Internet era.
The development of beauty brands is closely tied to successful brand marketing, and Florasis
provides valuable insights, particularly in its public relations handling.
This paper uses the SICAS model as the research framework and focuses on Florasis as
the research subject. By synthesizing the case study method and content analysis method, it
examines the brand's marketing communication practices from its establishment to February
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 广东技术师范大学本科毕业论文

23, 2024. The analysis emphasizes the communication process and strategic layout,
summarizing the stages across five aspects: Sense, Interest & Interaction, Connect &
Communicate, Action, and Share. The conclusions are as follows:
Conclusion 1: In the Sense stage, Florasis infuses its products with cultural connotations,
integrating traditional Chinese cultural elements into product design. This conveys a unique
brand culture, employs a user co-creation model, fosters valuable brand interaction with users,
quickly captures consumer attention, and establishes a strong perception among consumers.
Conclusion 2: In the Interest and Interaction stage, Florasis tailors its content to match
the viewing habits and interests of users on different platforms through multimedia operations.
It develops targeted content tonality, engages consumers comprehensively, and effectively
interacts with target users.
Conclusion 3: In the contact and communication stage, Florasis pays attention to the
display of ethnic characteristics in the marketing strategy, captures the aesthetic
characteristics and concepts of different ethnic minorities into the product concept, such as
Dai, Mongolian, etc., connects and communicates with the cultural identity of consumers, and
insists on public welfare activities. This brand impression makes consumers more willing to
connect with Florasis.
Conclusion 4: In the Action stage, Florasis has implemented one-click links to sales on
its brand accounts on Weibo, TikTok, Kuaishou, and Xiaohongshu. Throughout 2023, it
ranked high on the sales lists of Taobao and TikTok, becoming one of the most popular
makeup brands of the year. Thus, Florasis has successfully converted its popularity and
consumer favor into actual sales.
Conclusion 5: In the Sharing stage, Florasis gained fame through its Air Powder. Its
delicate texture, thin and light as air, successfully brought the brand to the forefront of
consumers’ minds and earned recognition. Additionally, Florasis capitalized on the strong
purchasing power of new consumer groups by promoting its brand cultural value to drive
product consumption. However, in September 2023, a controversy arose when Li Jiaqi
criticized netizens during a live broadcast. Florasis’ subsequent public relations response was
unsatisfactory to consumers, damaging the brand's reputation.
By examining the innovations and reflecting on the shortcomings of Florasis, this paper

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 Research on Brand Marketing Strategy of Florasis Based on SICAS Theory

aims to reveal marketing principles and strategic logic to some extent, providing a foundation,
supplement, and reference for formulating marketing communication strategies for beauty
brands.
6.2 Limitations and Future Prospects
In the course of this research, several drawbacks have been identified. First, the most
significant limitation is in the acquisition and analysis of data. The data sources for this paper
are limited, and some in-depth commercial data have high thresholds and technical
requirements, so the analysis is based primarily on accessible public information, which may
lead to some inaccuracies. Second, this study only analyzes Florasis from a marketing strategy
perspective without fully considering the company’s overall development strategy, which may
reduce the adaptability of the final recommendations.
To address these limitations, future research should broaden its scope, continuously
monitor trends in the cosmetics industry, and expand the research range to draw more reliable
conclusions and improve the accuracy of the research results. Additionally, marketing analysis
should be integrated with the enterprise's development strategy to develop more adaptable
marketing strategies for Florasis, thereby enhancing the effectiveness of its marketing efforts.

29
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 广东技术师范大学本科毕业论文

Acknowledgements
Time flies, the undergraduate studying is short but full. My thesis has been sorted out
and revised for many times, and I can finally finish it on schedule today.
First of all, I would like to sincerely thank my tutor Ms. Deng. From the topic selection
of this paper to the completion, Ms. Deng’s careful guidance, patient correction, tireless
guidance and many pertinent opinions and suggestions are indispensable in every stage, so
that I will not lose my direction in the process of writing. After each stage of the completion
of the paper, Ms. Deng took time out of her busy day to carefully correct my paper. Here, I
would like to express my most sincere thanks to Ms. Deng!
Secondly, I would like to thank Teacher Li for taking time out of her busy schedule to
answer my questions about the format of the paper requirements. I am very grateful for her
serious and patient treatment. Then, I would also like to thank my roommates for their
companionship and encouragement throughout the writing of this paper. Our mutual support
and encouragement enabled me to stick to the writing of this paper.
In this process, everyone’s help and support are indispensable to me. I am grateful for
their making me feel the warmth and strength. The completion of this paper cannot be
achieved without their help. I would like to express my heartfelt thanks again.

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