A normalização de peles reais: um estudo de caso sobre a marca Sallve
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Date
2022-06
Authors
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Amaral Filho, Lúcio Siqueira
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Brod, Rodrigo de Azambuja
Silva, Patrick Paes da
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Abstract
Em uma sociedade fundamentada em um padrão de beleza bem definido, ter orgulho de uma pele “imperfeita” vai ao encontro do movimento de autoaceitação da pele. As marcas que buscam a atenção de seus consumidores por meio do real e natural são capazes de promover em seus usuários a sensação de pertencimento e acolhimento, podendo gerar grandes influências no comportamento dos consumidores e no processo de compra. Sendo assim, o presente trabalho teve como objetivo mostrar como a marca Sallve representa as peles femininas em suas comunicações, e entender, por meio de pesquisa, se elas interferem na aceitação feminina. Buscou-se apresentar o brand equity, um conjunto de ações de uma marca para proporcionar valor aos consumidores através de um produto ou serviço. Para tanto, foi realizado um estudo de caso com a marca Sallve, uma marca de cosméticos brasileira, no qual foi desenvolvida uma pesquisa qualitativa, de natureza exploratória, sendo enviado um questionário que foi aplicado a oito clientes da marca de diferentes peles (branca, parda, preta e amarela) visando a diversidade para um resultado ampliado, bem como a compreensão do sentimento de cada uma sobre a sua representação. A análise do trabalho se baseou nas respostas obtidas e, assim, foi possível revelar que a marca está muito bem posicionada na mente dos consumidores, por meio da ótima percepção da marca e dos benefícios de seus produtos por parte de quem os consome, confirmando que as experiências com a marca e a sensação de pertencimento são fundamentais para criar conexões e maior chance de fidelização.
In a defined beauty standard grounded society, being proud of an “imperfect” skin is in line with a self-acceptance skin movement. Brands that seek your costumer attention through the real and natural are able to promote in their consumers a sense of belonging and acceptance, which can generate huge influences on consumer behavior and purchase process. Therefore, the present work aimed to show how Sallve brand represents the female skins on their communication and understand through research if they interfere with female acceptance. Sought to present the brand equity, a set of actions of a brand to provide value to consumers through a product or service. A case study was realized with Sallve brand, a Brazilian cosmetic brand, in which a qualitative research was developed, of exploratory nature, being sent a questionnaire that was applied to eight costumers of the brand with different skins (White, brown, black and yellow) aiming to diversity for an expanded result, as well as the understanding of each one's feelings about their representation. The analysis of the work was based on the obtained answer, and because of that, was possible to reveal that the brand is well positioned on costumers ‘minds, through good brand perception and product benefits by those who consume them, confirming that the brand experiences and belonging feeling are fundamental to create connections e higher chances of loyalty.
In a defined beauty standard grounded society, being proud of an “imperfect” skin is in line with a self-acceptance skin movement. Brands that seek your costumer attention through the real and natural are able to promote in their consumers a sense of belonging and acceptance, which can generate huge influences on consumer behavior and purchase process. Therefore, the present work aimed to show how Sallve brand represents the female skins on their communication and understand through research if they interfere with female acceptance. Sought to present the brand equity, a set of actions of a brand to provide value to consumers through a product or service. A case study was realized with Sallve brand, a Brazilian cosmetic brand, in which a qualitative research was developed, of exploratory nature, being sent a questionnaire that was applied to eight costumers of the brand with different skins (White, brown, black and yellow) aiming to diversity for an expanded result, as well as the understanding of each one's feelings about their representation. The analysis of the work was based on the obtained answer, and because of that, was possible to reveal that the brand is well positioned on costumers ‘minds, through good brand perception and product benefits by those who consume them, confirming that the brand experiences and belonging feeling are fundamental to create connections e higher chances of loyalty.
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Keywords
Brand equity; Marketing; Marca; Beleza; Experiência; Brand; Beauty; Experience
Citation
GREGORY, Milena. A normalização de peles reais: um estudo de caso sobre a marca Sallve. 2022. Monografia (Graduação em Comunicação Social com Habilitação em Publicidade e Propaganda) – Universidade do Vale do Taquari - Univates, Lajeado, 15 jun. 2022. Disponível em: http://hdl.handle.net/10737/3426.