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Данная работа посвящена анализу коммуникационного сопровождения организаций на косметическом рынке и разработке проекта коммуникационного сопровождения для бренда косметики Аравия. Рассмотрены особенности коммуникационного сопровождения косметических организаций на примерах российских и зарубежных компаний. Дана характеристика коммуникационной деятельности бренда Аравия. Проведен опрос с целью выявления конкурентов организации и предпочтительных каналов коммуникации с аудиторией. По результатам исследования разработан проект коммуникационного сопровождения, также проведена оценка эффективности реализованного проекта.

This work is devoted to the analysis of communication support for small business organizations in the cosmetics market and the development of a communication support project for the cosmetics brand Aravia. The paper considers the theoretical and methodological foundations of communication support. A comparison of the concepts of «communication support», «PR support» and «information support» is presented. Various approaches to the definition of communication support are considered. The goals and objectives of communication support are defined. Advertising and PR tools used by small business organizations are considered. The features of communication support for cosmetic organizations are considered using the examples of Russian and foreign companies. The characteristic of the communication activity of the Aravia brand is given. A survey was conducted to identify the organizations competitors and preferred channels of communication with the audience. Based on the results of the study, a communication support project was developed, and an assessment of the effectiveness of the implemented project was also carried out.