Campanha digital: a marca Lipo Corpus e a construção de padrões de beleza no Instagram

Abstract

This digital campaign analyzes the brand Lipo Corpus, from Grupo Corpus, which sells slimming and beauty products. When examining the brand's profile on Instagram, we identified a preference for representations that reinforce a standardized body ideal, encouraging the use of products such as reducing gel, shake and anti-stretch mark gel to achieve these beauty ideals. Therefore, our objective was to transform the brand's communication, bringing the appreciation of the diversity of bodies as a fundamental pillar in the communication strategy of Lipo Corpus. Using a methodological approach based on discourse analysis, we explore concepts and reflections related to the body and its relationship with aesthetic standards. We had the contribution of the authors Naomi Wolf, Lucia Santaella, André Lemos, Umberto Eco and Douglas Kellner, to base and direct the elaboration of the campaign.