Digital Marketing Strategy for Luxury Cosmetic Brand in Russian Market: Case study of Lancôme

Abstract

The aim of the research is to elaborate the framework for the Digital marketing strategy development for the luxury cosmetic brand operating in Russian market. Research tasks: analyse Internet trends for the luxury cosmetics market in Russia as well as the internal capabilities and resources for digital marketing activities and the possible digital marketing strategy for the brand. The last task was to draw the conditions and limitations for digital marketing strategy development. Results: the digital marketing strategy development framework was formed and implemented within the company, suggestions and limitations for digital marketing strategy development for all luxury cosmetic brands in Russian market were developed.