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Espelho do seu tempo: A percepção da geração Z sobre o setor de beleza por meio do design e da publicidade na região sudeste do Brasil
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| 26.48 MB | Adobe PDF |
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Abstract(s)
O setor de beleza tem um papel relevante na economia e na cultura atual, acompanhando as mudanças sociais e as novas tendências de consumo. Para a Geração Z, conhecida por sua intensa presença online, valorização da autenticidade e elevada consciência ética, torna-se essencial compreender de que forma a publicidade e o design afetam sua conexão com as marcas de cosméticos. Este estudo pretende investigar a percepção dessa geração sobre o setor de beleza, concentrando-se no mercado do Sudeste brasileiro, a fim de identificar suas preferências, expectativas e critérios que guiam suas decisões de consumo. Para isso, empregou-se uma abordagem mista, que combinou a análise netnográfica das campanhas das marcas Fenty Beauty, Bubble Skincare e e.l.f. Cosmetics com a aplicação de um questionário online direcionado aos jovens da Geração Z. Os resultados indicam que representatividade, sustentabilidade, transparência, bem-estar animal e autenticidade são elementos fundamentais para o engajamento e a aceitação das campanhas. Além disso, constatou-se que campanhas visualmente atraentes, mas que estão desalinhadas com os valores reais das marcas, tendem a reduzir a confiança do consumidor. Conclui-se que o design e a publicidade desempenham um papel fundamental na criação da imagem das marcas de beleza, atuando como intermediários culturais e simbólicos. Ao fornecer suporte para práticas de comunicação mais alinhadas com as necessidades sociais, culturais e comportamentais da Geração Z, a pesquisa contribui para a reflexão acadêmica e para a prática profissional.
The beauty sector plays a relevant role in today’s economy and culture, reflecting social changes and new consumption trends. For Generation Z, known for its strong online presence, appreciation of authenticity, and heightened ethical awareness, it becomes essential to understand how advertising and design influence their connection with cosmetic brands. This study aims to investigate the perception of this generation regarding the beauty sector, focusing on the market in the Southeast of Brazil, in order to identify their preferences, expectations, and criteria that guide their consumption decisions. To achieve this, a mixed-methods approach was employed, combining a netnographic analysis of campaigns from Fenty Beauty, Bubble Skincare, and e.l.f. Cosmetics with the application of an online questionnaire directed at Generation Z youth. The results indicate that representation, sustainability, transparency, animal welfare, and authenticity are fundamental elements for engagement and acceptance of campaigns. Furthermore, it was found that visually appealing campaigns that are misaligned with the brands’ real values tend to reduce consumer trust. It is concluded that design and advertising play a fundamental role in building the image of beauty brands, acting as cultural and symbolic intermediaries. By providing support for communication practices more aligned with the social, cultural, and behavioral needs of Generation Z, this research contributes both to academic reflection and to professional practice.
The beauty sector plays a relevant role in today’s economy and culture, reflecting social changes and new consumption trends. For Generation Z, known for its strong online presence, appreciation of authenticity, and heightened ethical awareness, it becomes essential to understand how advertising and design influence their connection with cosmetic brands. This study aims to investigate the perception of this generation regarding the beauty sector, focusing on the market in the Southeast of Brazil, in order to identify their preferences, expectations, and criteria that guide their consumption decisions. To achieve this, a mixed-methods approach was employed, combining a netnographic analysis of campaigns from Fenty Beauty, Bubble Skincare, and e.l.f. Cosmetics with the application of an online questionnaire directed at Generation Z youth. The results indicate that representation, sustainability, transparency, animal welfare, and authenticity are fundamental elements for engagement and acceptance of campaigns. Furthermore, it was found that visually appealing campaigns that are misaligned with the brands’ real values tend to reduce consumer trust. It is concluded that design and advertising play a fundamental role in building the image of beauty brands, acting as cultural and symbolic intermediaries. By providing support for communication practices more aligned with the social, cultural, and behavioral needs of Generation Z, this research contributes both to academic reflection and to professional practice.
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Keywords
Setor de beleza Geração Z Design Publicidade Consumo