UDK 339.138
DOI: 10.36871/ek.up.p.r.2025.12.03.027

Авторы

Kexin Li,
Peoples’ Friendship University of Russia

Аннотация

The consumer base of Russia’s luxury cosmetics market is undergoing an intergenerational shift. The luxury consumption behavior of Generation Z is markedly distinct from that of traditional customer segments, exhibiting distinctive characteristics of being «value-driven,» «digital-native,» and «experience-oriented.» This study employs a systematic literature review approach to analyze and synthesize 45 core publications covering luxury marketing, the Russian market, Generation Z consumption behavior, and digital strategies. Utilizing thematic analysis, key insights are extracted to construct an integrated strategic analysis framework. The research indicates a significant misalignment between Lancôme’s existing marketing strategy–which emphasizes global consistency and a traditional luxury narrative–and the core demands of Moscow’s Generation Z, who prioritize brand authenticity, deeply localized engagement, and immersive experiences. Consequently, Lancôme’s strategic enhancement should involve establishing a three-dimensional integrated framework that combines «value resonance marketing,» «digital ecosystem outreach,» and «socialized experiential interaction.» This approach would enable the brand to maintain its premium positioning while effectively capturing the next generation of core consumers, offering significant theoretical reference and insights for the localization strategies of international beauty brands in emerging markets.

Ключевые слова

Luxury Cosmetics, Gen Z, Digital Marketing, Brand Strategy, Russian Market

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