Особливості digital-стратегії міжнародної компанії на ринку активної косметики

This paper addresses the necessity of the digital strategy development for an international company, as well as its adaptation according to the features of the national market. The paper applied the general academic research methods such as analysis and synthesis, abstraction, and induction. A systematic approach implementation to determine possibilities in increasing efficiency of digital communications of La Roche-Posay company contributed to the continuity and coherence of the research and validity of the findings. With the view of identifying the level of resource usage efficiency of La Roche-Posay in the digital marketing sphere, the method of comparative analysis was implemented in order to study the digital strategies of the leading companies in the Ukrainian dermacosmetics market. The factors of lagging behind the competitors have identified insufficient usage of media campaigns during the demand creation, search advertising for flow generation of interested customers, and the digital strategy instruments for customer loyalty-building and repeated purchases stimulation. The customer research objectives aimed to identify the goals of using dermacosmetics products, their face skin problem solutions, and the efficiency of individual approaches in choosing these products. Surveys of the target audience and the results of comparison with the hypotheses set by the region-centered marketing strategy of La Roche-Posay allowed us to specify differences in the Ukrainian decision-making model of target consumers and the model, which corresponds to the regional marketing company’s approach. Opportunities in creating additional demand were determined for the company’s products as such that are highly efficient and applicable for everyday face skincare routine. Further steps need to be conducted to research consumer journey for all found product purchase solutions, as well as to determine acquisition channels and develop sales plans for each of them. This paper presents the elements of digital strategy tools, which comply with all the stages of the decision-making process conducted by consumers of active cosmetics in Ukraine. JEL classification: M31 Manuscript receivecd 24.04.2020