Estratégias de marketing digital nas marcas nativas digitais da área de beleza em Portugal

: o caso da MPL'beauty

Abstract

Digital transformation impacts not only personal relationships and experiences, but also causes major changes in organizations, in the way they communicate their products or services and, in the way consumers process information. As a result, there is a trend towards the creation and development of brands in the digital environment, the digital native brands. In this sense, digital marketing has been proving to be a fundamental area in the grow and development of organizations and brands, regardless of the business area, once allow the definition of communications strategies that contribute to enhancing the recognition and involvement of consumers with them. The main objective of this research was to understand how brands use digital marketing as an integral part of their communication strategies, more specifically, how MPL’beauty, a digital native brand, uses digital platforms to strengthen the bran and its relationship with consumers. The literature review, which underpins the concepts of digital and brand marketing, as well as the impact of digital marketing on the cosmetics industry and, in a complementary way, the content analysis and the interview carried out support the importance of online presence as a differentiating factor for brands at the moment. In addition, it was found that, when well defined and implemented, digital marketing strategies are fundamental to the grow and success of brands, as well as for the establishment of relationships of trust with consumers.

Date of Award	6 May 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Ganito (Supervisor)