全文总字数：34502字
摘 要
近年来，随着我国经济的发展和各类媒体软件的更新换代，化妆品行业也乘坐着直播经济的快车，显示出了持续稳定繁荣的积极局面。然而，在平价化妆品市场，大量全新品牌的涌入，给平价彩妆品牌带来了巨大的竞争压力，导致产品同质化严重。同时，彩妆消费者在选择产品时，由于拥有了更多的选择，对于品牌的各方面要求也相应提高，对于彩妆品牌来说是一个不小的挑战。因此，品牌是否能够选择一个全新的领域来定位自己的产品、满足消费者日趋严格的诉求，就显得尤为重要。
LAKA彩妆成立于2018年，是韩国第一个无性别主义彩妆品牌。它以中性色彩为核心特色，品牌文化不含任何对性别的偏见、习惯、不平等和差别对待。以”只要符合喜好，任何人都能享受”的独特哲学，推出了任何人都能自然尝试的各种产品。目前，LAKA彩妆已经进驻韩国最大的化妆品零售店olive young，并且于2019年进驻日本、中国香港和中国台湾市场。
本策划案将基于LAKA彩妆独特的市场定位，通过调查中国年轻消费者对于无性别主义的接受程度、以及在选购彩妆时的习惯与偏好，分析LAKA彩妆在中国进行营销的优劣势，并制定出一系列适合中国市场推广的创意活动和广告策略，从而在中国建立较好的口碑与品牌地位。
关键词：LAKA彩妆；营销推广；化妆品；无性别主义
The marketing promotion planning program of LAKA cosmetics
Abstract
In recent years, with the development of China#39;s economy and the upgrading of various media software, the cosmetics industry is also riding the express of live economy, showing a positive situation of sustained and stable growth. However, in the affordable cosmetics market, the influx of a large number of new brands has brought huge competitive pressure to the affordable cosmetics brands, resulting in serious homogenization of products. At the same time, when consumers choose products, because they have more choices, the requirements for all aspects of the brand are also correspondingly improved, which is not a small challenge for the cosmetics brands. Therefore, whether the brand can choose a new field to position its products and meet the increasingly stringent demands of consumers is particularly important.
