Sosial Media Influencers Marketing Strategy In Increasing The Marketing Impact of Sunscreen Facetology Cosmetic Products

Abstract

This study explores the role of influencers in marketing cosmetic products, especially Facetology Triple Care Sunscreen SPF40 PA+++. Using a case study approach and secondary data analysis from the internet, the study found that prominent beauty influencers such as Jessica on TikTok and Tasya Farasya managed to increase consumer awareness and interest in Facetology products through honest and detailed reviews. An effective marketing strategy includes providing freedom in reviewing, selecting the right influencers, and utilizing viral phenomena. As a result, Facetology managed to become the number one local skincare brand with sunscreen sales in Indonesia, increase brand awareness, and build a positive image as an innovative and quality brand.