Research on Green Marketing Strategies of Yatsen Holding Limited under ESG Perspective

With the gradual penetration of global climate change and ESG concepts, companies are gradually turning to ESG-driven green marketing models. From the ESG perspective, this paper summarizes the successful experience of green marketing strategy of Yatsen Holding Limited(hereinafter referred to as YSG.US) through case study and comparative analysis, especially focusing on the performance of green marketing practice for the environment, according to its 2023 Environmental, Social and Governance report, to provide optimization reference suggestions for other cosmetic companies, and to help the whole industry develop in a greener and more sustainable direction.