VISUAL COMMUNICATION OF DECORATIVE COSMETICS BRANDS IN2024: ANALYSIS OF USER ENGAGEMENT AND COMMUNICATION EFFECTIVENESS

This article analyzes the effectiveness of visual communication of decorative cosmetics brands Vivienne Sabo, Luxvisage and Catrice on the VKontakte social network. The purpose of the study is to quantitatively assess the impact of various types of visual content (videos and photos) and the tone of communication on the engagement of the target audience to understand modern promotion strategies in the cosmetics industry. The study is based on theoretical provisions on the role of visual communication in shaping consumer perception. The study uses methods of content analysis and quantitative assessment of user engagement (likes, comments, reposts). The material for the analysis was 15 posts (5 from each brand), published between January and November 2024. The results demonstrate that presentational, entertaining short videos and a positive tone of communication, taking into account the brand’s responses to all user comments, contribute to increasing user engagement in the online community.