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The aim of the study is the development of marketing measures to improve Letoiles brand perception, customer loyalty, and sales. The study was carried out on the basis of cosmetics retail chain Letoile. Research subject: marketing strategy of the company Letoile. Research methods: literature review and analysis of market and internal environment of Letoile. The main results of the study: – the concept of marketing strategy, its specific features in the field of cosmetic retailing were defined; – the financial condition and promotion strategy of the company Letoile were characterized; – the impact and consequences of the imposition of the sanctions on Russia on the cosmetic retail market were identified; – have been developed measures aimed at improving Letoiles brand perception, customer loyalty, and sales. Application field: proposed marketing measures can be applied by L’etoile for competitiveness’ increasement. The scientific novelty of the study is the development of a marketing strategy that addresses recent market changes that affect Letoile in the post-sanctions environment. Information technologies search engines for academic databases and market research reports, social media analytics tools were used while working on the graduate qualification work. Conclusions. The tasks of the thesis are solved, the goal of the development of marketing measures for Letoile is achieved, and the scope of application of the results determined. The results obtained show signs of scientific novelty. The directions of further research are defined.