A jornada da Boca Rosa: o marketing por trás da marca e da influência de Bianca Andrade

Abstract

The present study analyzes the branding and influencer marketing strategies used by Bianca Andrade, also known as Boca Rosa, in the construction and consolidation of the Boca Rosa Beauty brand. Through a theoretical and practical approach, it discusses how the journey of the digital influencer and entrepreneur exemplifies concepts of branding, authenticity, and emotional connection, which are fundamental for success in today's competitive market. The study highlights the use of social media as a communication tool, the co-creation process with consumers, and the alignment of the creator's personal identity with the brand's values. The methodology is based on a case study, netnography, and documental research, providing a comprehensive view of how well-structured strategies transform a persona into a successful brand. Conclusively, it identifies how brand repositioning and adopted marketing strategies have overcome challenges, showcasing Boca Rosa's resilience and relevance, and contributing to a better understanding of the role of digital influencers in brand building in the current landscape.