Revolução dos cachos: estudo de caso Seda - Seda by Rayza

Abstract

The heyday of the curls happened in a revolutionary way for the market, brought more representation and embraced a new wave of products for this niche. From this, a new form of use was developed for the Youtube platform, where the digital influencers were responsible for all this change that involves the acceptance of their own identity with regard to curly and frizzy hair. In this perspective, this historical change brought the importance of the struggle of the black woman in the social context for the acceptance of this minority in an egalitarian way. The inversion of values is notorious, once based on the straight hair pattern, where practically all cosmetic companies and industry had been concerned with marketing products for hair straightening. Today, we perceive the notorious acceptance of natural beauty. Through speeches of acceptance and publicity, the black woman has gained the visibility and evidence she has sought for many years. The general objective was to ascertain the possible superficialism regarding the identity of the black woman from the visibility attributed to curly / frizzy hair. Noting the position of the Seda brand in relation to the "new" public as a basis for the construction of this thesis, the main means of publicizing the brand, focusing on the Youtube platform, were investigated the role of female youtubers, mostly those with black skin for the rise of the cosmetics market specific to curly and frizzy hair; to verify whether the gradual visibility provided by the growth of the curly and frizzy hair products industry has modified or reinforced the stereotypes of black women. The research was held on the basis of bibliographical research, qualitative descriptive and a case study to unravel and explain the chosen case. It is noticed that there is recognition by the public on the importance of having a brand that specifically meets women with curly and curly hair. There is a strong meaning when it comes to accepting one's own hair in the midst of flat hair, for this the positioning of the silk brand is felt with great receptivity, even with the possible strategic aspects of sales, so we clearly perceive the acceptance by the with the audience and the clear influence of youtubers in this acceptance process.