Bianca Andrade e as estratégias de marca: a evolução da Boca Rosa

Abstract

This article analyzes influencer and businesswoman Bianca Andrade and her makeup brand Boca Rosa, based on the branding strategies employed up until the brand's rebranding in 2024. This is a case study that uses netnography as a data collection tool to reflect on how the Boca Rosa brand operates and what the most common strategies are, as well as to observe how consumers perceive the brand. Among the results, it is interesting to note the combination of buzz marketing and storytelling strategies used by the brand and especially Bianca Andrade's authenticity in branding. Not to mention the concern for consumer demands and respect for the brand's failures and mistakes, generating credibility in relation to the brand.