Analysis of Issues in the Development of Chinese Beauty Products and Research on Optimization of Marketing Strategies --Take Dr. Wen as an Example

This article explores the sales strategies of beauty facial mask products on the TikTok short video platform, using “Dr. Wen’s B5 Salicylic Acid Facial Mask” as a case study to analyze its marketing success through online celebrity video promotions. The study aims to uncover the principles and mechanisms behind TikTok’s short video format and how influencers utilize it to drive product sales. By examining this case, the research seeks to offer valuable insights into TikTok’s e-commerce development strategies and the broader role of social media in shaping consumer behavior. In addition to focusing on TikTok’s promotional methods, this paper also examines the evolving trends and competitive landscape of the facial mask market. With the rapid expansion of TikTok as a platform, the beauty facial mask industry has diversified significantly, leading to varying product reviews and consumer experiences. This study highlights the importance of social media in influencing purchasing decisions, offering crucial references for policy formulation, market regulation, and brand strategy development. By analyzing the intersection of social media and e-commerce, this paper provides a comprehensive understanding of how platforms like TikTok are transforming the beauty industry and shaping modern consumer behavior.