VISUAL TRENDS IN INTERACTIVE-GAME FORMS OF PROMOTION OF DECORATIVE COSMETICS ON THE EXAMPLE OF A RUSSIAN BRAND IN THE SOCIAL NETWORK VKONTAKTE

This article examines interactive and game forms of promoting decorative cosmetics in the social network VKontakte and visual trends using the example of the Russian brand Beauty Bomb. The purpose of the study is to identify trends in visual strategies to attract attention to contest posts. The paper examines the theoretical foundations of visual, emotional marketing and gamification in social networks. The study includes a content analysis of the Beauty Bomb brand in the VKontakte community for a certain period and a selection of posts according to the value of the coefficient obtained using the ER formula of the post. The material for the study is the brand’s publications containing interactive and game mechanics (contests, games, surveys). In the course of the work, we form a list of interactive and game forms and identify visual trends in contest posts. The results of the work show that there are visual trends in the use of precedent collages involving influencers, videos with references to films and surreal elements in photographs, which, in combination with interactive mechanics, significantly increase the effectiveness of decorative cosmetics promotion in social networks. The data obtained can be useful for marketers and SMM specialists working in the beauty industry.