Influenciadora de beleza e suas marcas: uso da imagem pessoal para impulsionar vendas

Abstract

This study analyzes how Brazilian beauty influencers—Bianca Andrade, Mari Maria, and Virgínia Fonseca—use their personal image as a strategy to boost sales of their own brand products. The study articulates the concepts of influencer marketing, personal brand, and digital branding within the context of the Creator Economy, seeking to understand how the influencer's image acts as a persuasive element in commercial communication. The qualitative and descriptive research used document analysis of nine Instagram posts, selected based on engagement criteria equal to or greater than 0.5%. Content analysis, according to Bardin (2011), was structured based on the categories of verbal and nonverbal language, whose data were systematized in tables. The results show that, in the nine analyzed posts, the influencer appears as the protagonist, and all captions directly mention the product or brand. Nonverbal language revealed a predominance of staged settings, planned outfits, and visual compositions aligned with the brands' positioning, indicating that aesthetics plays a central role in the symbolic construction of the sales discourse. It can be concluded that personal image, more than just an element of presence, functions as a strategic resource that integrates aesthetics, narrative, and authority, transforming the influencer's image into a symbolic value capable of generating identification and driving commercial conversion.