Estudo das estratégias de branding em marcas de beleza criadas por influenciadoras: REFY E RHODE

Abstract

This Final Course Project aimed to analyze the branding strategies used by the beauty brands Refy and Rhode, created by digital influencers, in order to understand how their identity, narrative, and visual elements contribute to the consolidation and performance of the brands in the digital environment. The research adopted a qualitative, descriptive approach, with content analysis of the posts published on the brands’ official Instagram profiles, filtered and organized to examine aspects such as visual identity, tone of voice, storytelling, and positioning. It is concluded that the branding strategies applied by both brands directly influence their perception and relevance in the market, strengthening their connection with consumers and enhancing their growth.