The impact of the pandemic on the beauty industry. Analysis of communication of beauty sector brands in social media

Abstract

The SARS-CoV-2 virus pandemic has halted the economy and forced its complete reorganization. Every day creative industries struggle to maintain production, financial continuity and reorganize their structures to adapt to the rapidly growing online sales. These changes have increased the importance of social media, influencer marketing and e-commerce. This work is based on the analysis of the changes that took place in the fashion industry during the pandemic. The activities of brands from the fashion and beauty sectors in online campaigns and social media channels were analyzed.