Paper Title
The Critical Factor Analyses of Marketing Strategy for High-End Cosmetic Brands in Southern Asia

Abstract
Taiwan's rapid economic growth has led to an increase in the annual income of its citizens, driving continuous growth in the cosmetics market. By providing excellent service quality, businesses can enhance customers' purchasing intentions and achieve sustainable operations. High-end cosmetics can signify social status and appeal to consumers' vanity, increasing their desire to purchase. This study aims to understand the current state of social media marketing, brand image, service quality, vanity, and conspicuous consumption, and to explore their effects on the purchase intentions of high-end cosmetics. The research targets individuals aged under 20 to over 50, with the primary focus on those aged 21-30. Social media marketing platforms enable brands to maintain long-term, stable interactions with consumers. Regardless of the size of the brand or individual, everyone uses social networking sites for precise information dissemination. Most customers place great importance on service quality, which is key to consolidating customer loyalty. In addition to the service itself, the process and manner of service delivery are also evaluated, increasing the complexity of service quality. The reputation of high-end brand is valuable asset for companies. While not all consumers purchase high-end cosmetics due to vanity and conspicuous consumption, about half are influenced by vanity to do so. Consumers purchase high-end cosmetics to satisfy vanity, and buying high-end cosmetics can attract others' attention, achieving the purpose of conspicuous consumption. Keywords - Brand Image, Conspicuous Consumption, Service Quality, Social Media Marketing, Vanity