Analysis of Crisis Management Strategies for Cosmetic Brands: A Case Study of Florasis Incident

This study aims to analyze the impact of the new media environment on domestic cosmetics companies, explore crisis management strategies, identify issues in the crisis management process through survey data, and propose corresponding recommendations. The study uses the Florasis incident as a case to analyze the impact of new media, represented by social platforms and mobile media, on the consumer market of domestic cosmetics companies, including aspects of brand communication and consumer market, and summarizes the current crisis management strategies of domestic cosmetics companies in the new media context. Finally, through questionnaire survey data, the study reflects on the issues of crisis management strategies for domestic makeup brands in the new media environment and puts forward corresponding solutions.