Digital Marketing Strategies for Chinese Cosmetic Brands Based on the SICAS Model

This article used the SICAS model as its theoretical framework to survey Chinese consumers' purchasing behavior of beauty products across five stages: Sense, Interest & Interaction, Connection & Communication, Action, and Share. It analyzed the factors influencing consumer behavior in this context and proposed corresponding development strategies. Additionally, the article refined the application of the SICAS model in beauty brand marketing communication, offering valuable insights for developing effective marketing strategies.