A (des)construção do padrão de beleza feminino no Instagram: Case Natura

Abstract

The beauty of women has always been an important issue in our social environment, and this issue has been treated a lot with violence and also, more recently, with empowerment. With the advent of social medias, the presence of brands on Instagram platform becomes more and more popular, therefore, in order to understand how relevant beauty brands communicate in relation to socially predefined aesthetic standards, for this work Natura brand was chosen, because it is a national and known brand among the Brazilian public. Thus, concepts were raised and studied, such as: aesthetic; beauty and art; beauty standard; women empowerment; consumption ; market and beauty industry in Brazil , in a case study, which sought to identify whether or not the brand acts on deconstrution of the female beauty standard on Instagram. In order to analyse the forty-eight pieces chosen of four different years was made an analysis template that considered the type of advertising, label, hashtags, text, message, product, ratio and values attributed to consumption, use of the woman's image, relationship with feminine beauty, feminism, among others. In relation to the points mentioned the aims of the paper were completed and the research problem was answered.