Communication and advertising in the beauty industry: a connection to women´s consumer behavior

• Autor(a) principal: Morett, Tayssa Larrubia
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.26/42301
• topic: Advertising; Consumer behavior; Women; Beauty industry; Fenty Beauty

The concept of advertising and the beauty industry had a significant increase in its relevance from the customer’s point of view in the 21st century. The research process was developed with a literature review explaining the concepts that determine advertising effectiveness, the applications of femvertising, and the main methods to understand women consumer behavior and purchase decision. The present investigation aims to recognize the connection between advertising and the beauty industry to understand how brands position themselves nowadays. Furthermore, identify and analyze how advertising and social media of Rihanna, singer, and owner of makeup brand Fenty Beauty, generate engagement with their female customers, fostering a positive reflection on female empowerment and the change of mindset in the beauty industry. The investigation continues with a qualitative methodology, to develop a analysis of Fenty Beauty’s first launch in 2017 and their Social Media in 2022, interpreting the defined categories to generate the results. The results show that the way the brand is positioned and how creates advertising and social media, generates a connection with women consumers through identification with diversity, inclusivity, and representativeness.