THE SPECIFICS OF SOCIAL MEDIA MARKETING IN THE BEAUTY INDUSTRY

The article discusses the issues of social media marketing as an integral part of in- formation and communication infrastructure of the company's marketing activities. Investigated the specificity of social media marketing in the beauty industry and highlighted the benefits of social media in the aspect of the formation channels of brand promotion in the face of strong competition. Identified target audience social media in the beauty industry. Analysed the main social networks used for promotion of brands on the market of professional cosmetics. The arti- cle shows the importance of proper use of social media marketing as an element of the infor- mation and communication infrastructure of marketing in the modern market realities