Análise das estratégias de propaganda utilizadas no relançamento da base de maquiagem para o rosto Boca Rosa Beauty

Abstract

In the mid-2000s, bloggers and YouTubers sought an audience on their blogs and YouTube channels; in the future, known as influencers, they will seek to gain market space with their own brands. This case study explores the trajectory of Bianca Andrade, an influencer who became a successful entrepreneur with her brand, Boca Rosa Beauty. Thus, we aim to analyze how advertising strategies were implemented by influencer Bianca Andrade in the rebranding of the Boca Rosa Beauty face foundation on Instagram. During the research, we aim to contextualize and relate the concepts from Kotler, Kartajaya, and Setiawan to discuss digital marketing. Author Issaaf Karhawi was used to discuss digital influencers, fashion, among other topics. Raquel Recuero was referenced to discuss social media, and Marcélia Lupetti was used to talk about advertising administration and campaign planning. To achieve this, we used a qualitative approach with bibliographic research and a case study, aiming to investigate how Bianca implemented advertising strategies in the rebranding of the Boca Rosa Beauty face foundation, analyzing the launch campaign on Instagram and the brand's evolution in the market. Consequently, after the analysis, we realized that this study highlights the importance of social media in brand building in the digital era, offering valuable insights for future communication and marketing practices.