Content marketing and beauty and cosmetic brands' strategy

• Autor(a) principal: Figueiredo, Sara Lopes de Campos
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/18639
• topic: Content marketing; Digital influencer; Social media; Beauty and cosmetics brands; Gestão internacional; Indústria cosmética; Marketing digital; Rede social; Estratégias de marketing; Modelos de negócio; Tecnologia; Marca

The aim of this research is to understand if a healthy partnership between beauty brands and Digital Influencers is, in fact, a good marketing strategy and if it has a positive impact on beauty brands. An attempt will be made to understand the work of a Digital Influencer and how strong her/his actions are when it comes to influencing customers to become aware and buy beauty and cosmetic products. The existing literature confirms that social media is having a growing import role for brands when communicating with customers, in understanding their preferences and in better adapting their product strategy accordingly. It is also clear that social media contributes to increased brand loyalty, while influencing the brand’s perceived value in the long term. The literature review also covers the topic of consumer behavior and how relevant content marketing is on brand awareness and purchase decisions. A set of interviews were also conducted aiming at beauty and cosmetics professionals – L’Oréal, Mary Kay - and these have demonstrated that content marketing is indeed part of present strategies and that customers are influenced by what Digital Influencers say or do. Instagram is the social network that is most used to share content, whether it comes from the beauty brand itself or from the Digital Influencer. At the same time, it is important that brands choose to partner with Digital Influencers, who relate with the core values of the brand and that are true when communicating them to the customers.