Os fios no discurso: a representatividade dos cabelos crespos e cacheados e o empoderamento feminino na comunicação da marca Salon Line

Abstract

Female empowerment and the representative of curly hair are themes that are currently being used as a communication strategy by many cosmetic brands to reach and satisfy the needs of the female public, seeking to demonstrate through their products and advertising campaigns the importance of female self-acceptance of natural hair, mainly because for a long time curly hair was considered ugly, dirty, and hard. Therefore, this research aims to understand how the Salon Line brand uses female empowerment and female representation of curly hair as a communication strategy in its publications on Instagram. To achieve this objective, we used as a theoretical-methodological basis of the Discourse Analysis articulated by Michel Pêcheux, from which was mainly based on the concepts of discursive formation, subject-position, and discursive memory to carry out the analysis of clippings of the brand's publications from Salon Line on the page "Tô de cacho" on Instagram. Through the analysis, we concluded that, for the brand, empowerment means being free to wear your hair however you want, without caring about standards. Thus, to summarize what empowerment, representation, and self-esteem mean to Salon Line, we found the word freedom, which FD-inclusion defines as: freedom for women, in the sense of being able to choose to wear their hair how they wish, and freedom to be happy without worrying about the standards set by society. Thus, we also conclude that the way brands communicate is changing as society no longer submits to imposed beauty standards. However, as reflected throughout the analyses, we observed that many advances are still needed, on the part of the brands, in relation to representativeness of curly hair, including the brand analyzed here.