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Esta dissertação procura compreender a relação entre o consumidor e as marcas de beleza,
tendo em conta a influência que estas possam ter na vida destes.
A reflexão assentará não só numa perspetiva social e cultural, como também tecnológica,
passando por todos os meios influenciadores da forma como a beleza é encarada e abordada
na sociedade, estudando inclusivamente diferentes épocas da história para compreender a
evolução dessa relação.
Tendo por base considerações de marketing - cujo objetivo passa por explicar a evolução da
estratégia em que os marketers diariamente trabalham de forma a criar engagement com os
consumidores - a presente dissertação assenta o seu foco na compreensão da evolução da
comunicação destas beauty brands e procura reter a consequência efetiva que poderão ter na
vida das pessoas. Desta forma, pretende-se apurar qual a relação que estas marcas
estabelecem com o consumidor e que influência poderão ter na sociedade, apostando numa
investigação bilateral, uma vez que se debruça sobre um eixo do marketing e um eixo da
sociedade e, consequentemente, dos consumidores que a compõem.
This dissertation seeks to understand the relationship between the consumer and the beauty brands, taking into account the influence they may have on their lives. The reflection will be based not only on a social and cultural perspective, as well as a technological perspective, going through all the influential means of how beauty is viewed and addressed in society, even studying different times in history to understand the evolution of this relation. Based on marketing considerations - the objective of which is to explain the evolution of the strategy in which marketers work daily in order to create engagement with consumers - this dissertation is based on the understanding of the evolution of the communication of these beauty brands and seeks to retain the actual consequence they may have on people's lives. Therefore, it is sought to determine the relationship that these brands establish with the consumer and what influence they may have in society, through a bilateral investigation, since it focuses both on marketing and society and, consequently, on its consumers.
This dissertation seeks to understand the relationship between the consumer and the beauty brands, taking into account the influence they may have on their lives. The reflection will be based not only on a social and cultural perspective, as well as a technological perspective, going through all the influential means of how beauty is viewed and addressed in society, even studying different times in history to understand the evolution of this relation. Based on marketing considerations - the objective of which is to explain the evolution of the strategy in which marketers work daily in order to create engagement with consumers - this dissertation is based on the understanding of the evolution of the communication of these beauty brands and seeks to retain the actual consequence they may have on people's lives. Therefore, it is sought to determine the relationship that these brands establish with the consumer and what influence they may have in society, through a bilateral investigation, since it focuses both on marketing and society and, consequently, on its consumers.
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Beleza Tendências Marketing 4.0 Engagement Comunicação Beauty Trends Comunication