<![CDATA[The growing competition in the skincare industry poses a significant challenge for local products to remain competitive, particularly with the influx of numerous international brands. This situation drives local skincare companies to enhance their competitiveness through product innovation and the implementation of digital marketing strategies. This study aims to examine the role of product innovation and digital marketing strategies in bolstering the competitiveness of local skincare products amidst global competition. Utilizing a qualitative approach with a descriptive method, this research conducts a comprehensive literature review. Data are sourced from various scientific journals relevant to product innovation, digital marketing, skincare, and competitiveness. The data analysis involves identifying, categorizing, comparing, and drawing conclusions from previous research findings. The results indicate that product innovation facilitates differentiation through the development of formulas, quality, product variety, packaging, and adaptation to consumer needs. Concurrently, digital marketing strategies—such as social media marketing, content marketing, influencer marketing, electronic word of mouth (E-WOM), marketplace platforms, and live shopping—expand market reach while enhancing brand awareness and consumer trust. Integrating product innovation with digital marketing serves as a pivotal strategy for local skincare brands to sustain and elevate their competitiveness in the global market.]]>
