THE EFFECTIVENESS OF MARKETING STRATEGIES IN SMALL SKINCARE BUSINESSES

Abstract

This study aimed to determine the effectiveness of marketing strategies in selected skincare businesses that would help with the proposed recommendations. The effectiveness of marketing strategies in skincare products refers to an organization's promotional efforts aimed at allocating its resources between various platforms and channels. Convenience sampling techniques were selected as the sampling method for this study. To gather data, the researchers used a quantitative research design to investigate the marketing strategies of the sellers. The researchers conducted a survey of 20 sellers of skincare products from different locations. This allowed us to explore the effectiveness of marketing strategies. We collected information using demographics such as age, gender, income level, and length of service. Results highlight key findings such as the effectiveness of marketing strategies in selected skincare business in terms of Advertising: (3.1 "It helps expand brand reach build awareness, and connect with larger Influencer.") Application of products: (3.15 "Focus on the ease of application of the skincare product, making it accessible and convenient for users.") and Branding: (3.1 “Educational content about skincare routines, ingredients, and self-care practices empowers customer, making them more confident in their choices.) Recommendations emphasized the significance of marketing strategies for enhancing self-esteem through skincare products. The researcher recommends knowing your skin type and consulting a professional dermatologist before purchasing skincare products to avoid bad side effects that could harm customers. To address challenges when using a skincare product, the researcher recommends seeking information from the most trusted person who has experience with the product. Skincare products should be tested by professionals, and sellers should find unique strategies by promoting products with affordability, making it easier for consumers to purchase.