Castilla Miguel, LierniAramendia Muneta, María Elena2024-10-092024-10-092024Castilla-Miguel, L., Aramendia-Muneta, M. E. (2024) Digital marketing tools and market trends in the skincare industry: consumer behavior and sales growth insights. In Teixeira, S., Teixeira, S., Oliveira, Z., Souza E. (Eds.), Using Influencer Marketing as a Digital Business Strategy (pp. 235-268). IGI Global. https://doi.org/10.4018/979-8-3693-0551-5.ch011.979-8-3693-0551-510.4018/979-8-3693-0551-5.ch011https://academica-e.unavarra.es/handle/2454/52134The primary goal of the research is to investigate the efficiency of various digital marketing tools in the skincare industry, as well as to assess market trends and customer behavior in order to enhance sales. The study included a survey of 100 Spanish customers aged 18 to 64, and six regression models were developed to forecast sales growth based on various criteria. Transparency, sustainability, and personalized skincare products, as well as user-generated content and reviews, are highlighted as successful marketing methods to promote sales in the research. The study also emphasizes how age and gender play a significant role in this connection as well as the limited influence of influencer and celebrity marketing on skincare product sales. According to the findings, skincare firms should concentrate on developing transparent, environmentally friendly products that are customized to consumers' interests, using usergenerated content and reviews in their marketing strategies to boost sales.application/pdfeng© 2024, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited.CelebritiesInfluencersReviewsSkincare productsSustainabilityTransparencyUser-generated contentinfo:eu-repo/semantics/bookPart2024-10-09info:eu-repo/semantics/openAccess