EMINA'S DIGITAL MARKETING STRATEGY FOR LOCAL MAKEUP PRODUCTS TO INCREASE BRAND AWARENESS IN THE DIGITAL ERA

Abstract

The development of digital technology has transformed marketing practices in the local cosmetics industry. This study aims to analyze the digital marketing strategies implemented by the Emina brand in enhancing brand awareness among young consumers. The research employs a descriptive qualitative approach with a case study focusing on Emina’s digital marketing activities on social media platforms. Data were collected through observations of Emina’s official Instagram and TikTok accounts as well as online publications related to the company’s marketing strategies. The findings reveal that Emina consistently builds a youthful and positive brand image through interactive content, the use of micro-influencers, and digital campaigns such as #EminaGirlGang. These strategies have proven effective in increasing engagement and expanding the brand’s reach among Generation Z consumers. This study contributes to a deeper understanding of digital marketing strategies in the local cosmetics industry and serves as a reference for businesses seeking to optimize digital media for brand awareness development.