Modern trends in the promotion of cosmetic brands in China, in the context of economic globalization

with the dual evolution of information technology and supply chain system, the global consumption pattern presents a new trend of highly networked and regional intertwining [1]. This paper aims to systematically explore how economic globalization and changes in regional governance systems jointly affect the international development path of Chinese beauty brands, focusing on analyzing the structural changes under the coexistence of consumption upgrading and sinking markets, the deconstructive reshaping of the traditional channel ecology by cross-border e-commerce, as well as the growing demands of the new generation of consumer groups for brand value and a sense of cultural belonging. The synergistic evolution of technological empowerment and cultural empowerment of the soul will become the core driving force in the globalization process of China's beauty industry. Artificial intelligence personalized recommendation system, blockchain traceability mechanism, XR virtual experience technology and other cutting-edge tools are empowering a deeper interactive logic between brands and users. At the same time, with the help of film and TV drama implantation and short video matrix to build a “flexible narrative field” [2], it is expected to realize the non-conflict communication of values. Meanwhile, in the face of strengthening environmental and ethical standards and religious norms in the global market, Chinese brands must simultaneously establish institutional discourse capabilities in sustainable packaging, halal certification, carbon footprint management, etc., so as to enhance their compliance and moral appeal in international competition.

cosmetic brand, brand marketing, international development, digital marketing matrix