The Communication Path of Cosmetics Brands in the Digital Media Environment Design Research – Taking Huaxizi as an Example

As China enters a new era of building a moderately prosperous society in all respects, the lifestyle and living standards of its people have undergone earth-shattering changes. The continuous development of internet technology and the advent of the new era of digital media have not only broadened the channels through which consumers obtain brand information, but also presented enterprises with various opportunities and challenges. Against this backdrop, strengthening brand communication has become an effective way for enterprises to gain competitiveness This article takes the Chinese cosmetics brand Huaxizi as an example. By applying case analysis and literature review methods, based on the 3i theory, and analyzing the brand communication path of cosmetics brands in the digital media era, it is concluded that Huaxizi’s brand communication layout consists of three modules: emphasizing that brand positioning should be consistent with the real demands of consumers, focusing on creating emotional resonance with consumers, and paying attention to whether the brand can win the trust of consumers to generate spiritual resonance. The brand communication strategy of Huaxizi is mainly divided into four parts: precise positioning, precise reach, effective interaction, and ultimate content. The layout and strategy of Huaxizi’s brand communication are taken as the main theoretical basis of this article, and the brand communication path is designed from the perspectives of communication depth, communication breadth, communication persistence, communication efficiency, and communication quality. The aim is to provide inspiration for Chinese domestic cosmetics brands in brand communication.