Community Communication is the exchange of information between members of a community. These communities are based on common interest. With the rapid development of the network, Community Communication is not limited by time and space, consumers can exchange and share information across borders and regions anytime and anywhere. At the same time, they can also participate in the production, dissemination and reception of information. In beauty industry, this means that the spread of beauty information has become more rapid and widespread. Consumers can access beauty information through a variety of channels, including social media, blogs, video platforms. The variety and convenience of these sources of information makes it easier for consumers to stay up to date on the latest beauty trends and products.

1. The influence of Community Communication on the beauty industry
1) Promote a change in consumer behavior- -from passive acceptance to active participation
Community Communication is playing an vital role in the beauty industry, which promotes the change of consumer consumption behavior. In the past, consumers are usually exposured to advertising. They understand products maily rely on advertising. However, the community communication changes the situation. Especially when consumers in a social community getting information about new beauty products.

Consumers in a social community have access to a wider range of information sources through various channels such as social media, beauty bloggers. They are no longer passive recipients, but actively participate in the exchange of information. They use these channels to obtain more information about the beauty product, learn about other consumers' purchasing experience and evaluation, and even participate in the design and promotion of the product. This kind of active participation in the consumption behavior not only allows consumers to have more control in the purchase process, but also allows them to have a deeper understanding of the product. Consumers are no longer just concerned about the brand effect of the product, but pay more attention to the quality of the product and personalized characteristics. This change has made consumers more rational in their purchasing decisions, and has also given them greater satisfaction and loyalty to the beauty market.

2) The shaping of beauty brands- -from "popular" to "personalized"
Community Communication also has an impact on the shaping of beauty brands. In the traditional way of marketing, the brands usually don't have a very clear market segmentation, and strive to to meet the needs of as many people as possible. But now, through the community communication, the brand image gradually become more personalized, differentiated.

To be more specify, in order to meet the needs of consumers in different social community, brands need to constantly innovate and develop. By observing the needs of the members of the different social community, brands are able to introduce products and services that are more in line with the needs of target consumers. By understanding the culture of different social communityies, brands can better position their products and services to meet the needs of different consumers. For example, beauty brands targeting young people usually launch moderately priced and fashionable products, while brands targeting mature consumers pay more attention to product quality and high-end image.

2.Enlightenment to the development of the beauty industry
With the development of the Internet and social media, the role of Community Communication in the beauty industry is becoming more and more significant. When a new beauty product or technique is recognized within a social community,, it will spread rapidly through the Internet, affecting more consumers and beauty lovers. For example, the "natural look" is popular, it has been promoted by some young beauty bloggers on social media. The bloggers have led the development of this market trend by sharing their makeup tips and experiences to let more people know about the beauty and comfort of natural makeup.

3.How to use the Community Communication to help the development of beauty buyers
Community Communication can provide a strong boost to the development of beauty buyers. By deeply understanding the interests, needs and behavioral characteristics of the target consumers, the buyer can know the market positioning of their products accurately. At the same time, the social media, beauty bloggers, Internet celebrities, etc., can expand the influence and visibility of the brand. In addition, Community Communication can also help beauty buyers to increase product sales and market share. Through active interaction and communication with target consumers, their purchase desire and loyalty can be stimulated. At the same time, with the help of Community Communication, the product can be promoted to a wider range of target markets.

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Reference：
Luo Yi, Gong Siying (2023) Media consumption and re-consumption of short video from the perspective of community communication.New Media Research (20),50-55.