Keyword: «brand-ambassador»

The main goal of the article is to study the stages of promoting cosmetic brands in social media. The article describes the content of the definitions «brand», «branding», stages of promotion, and tools of SMM-brand promotion in social media. The following conclusions are drawn: a swot-analysis of the NYX brand was carried out, a portrait of the target audience was compiled, and on the basis of a comparative analysis of the NYX cosmetic brand with its main competitor in the MAC market, the main disadvantage in promotion was revealed – the absence of a brand ambassador. Also listed a number of stages of the design solution and gave the threats of this project and measures to prevent them.