Marketing e semiótica na construção das marcas Boca Rosa Beauty e linha Bruna Tavares

Abstract

The present work aims to analyze the marketing actions adopted by the brands Boca Rosa Beauty and Bruna Tavares Line, observing their relations to the existing semiotic theories on the subject. For this, clippings of advertising campaigns of Boca Rosa Beauty and Bruna Tavares Line were selected, mainly on Instagram, in the period from February 2020 to March 2023, with the intention to attract, publicize and retain customers, especially the female audience in the consumption of the brands' products. The study also intends to show the importance of the internet and Discourse Semiotics in the growth and consolidation of brands. To ground this research, the process of visual identity construction associated with interactions through communication with the consumer public will be presented. By analyzing the Instagram accounts of Boca Rosa Beauty and Bruna Tavares Line and their owners Bianca Andrade and Bruna Tavares it is noticeable the identification of content production and product launches that trigger comments and posts in the most varied audiences that analyze and post content about the beauty niche. This whole process contributes strongly to the memorization of the customer experience, promotion actions based on the so-called "organic marketing" and demonstrates the concern of the creators with the visual identity of the brand, confirming the direct link with Semiotics.