Práticas de mediação e expressões estéticas afro-brasileiras em publicidades de cosméticos: o caso da campanha “Essa é Minha Cor”

Abstract

This study investigates the practices of mediating Afro-Brazilian aesthetic expressions through market actions, specifically via the “Essa é Minha Cor” ("This is My Color") campaign launched in 2020 by the company Avon. The campaign aims to promote a makeup line developed to cater to the various tones and undertones of Brazilian Black skin, highlighting the importance of representation and inclusion in the cosmetics market. The methodological approach guiding this investigation involved a combination of tools suitable for qualitative analysis, as the empirical sources were predominantly textual. The analysis of the research corpus was conducted with the goal of reconstructing the perception of the investigated phenomenon through the discursive expressions evident in each of the selected texts. It is understood that these texts are interwoven with narratives that allowed for the identification of social representation constructions. Notably, the analysis of the “Essa é Minha Cor” campaign's promotional materials was inspired by the research method classified as Discourse Analysis (DA). The materials comprising the research corpus include those available on the “Memória Avon” portal (textual, visual, and audio), the official campaign launch film broadcasted on television and digital platforms (available on Avon's website, the brand's Instagram profile, and YouTube), the “Essa é Minha Cor” manifesto, Avon's Anti-Racist Commitment, and Natura & Co's Commitment to Life, with which Avon's inclusion actions are aligned. The findings of this research led to the conclusion that Avon mediates visibility for Black women, female empowerment, representation, and racial equity. Avon utilizes its intelligence to develop measures that meet the desires of Brazilian Black women, leveraging its communication channels to circulate an advertisement featuring Black women engaged in anti-racist and anti-sexist causes, aiming to create identification with the target audience and humanize the brand by employing emotional marketing strategies. The research further concludes that Avon, like other institutions, incorporates the currency of diversity as a discursive resource to capture social demands and reform itself, thereby ensuring its legitimacy. This depends on its ability to adapt to the dynamics of social conflicts and promote social cohesion, thus achieving a dual benefit: gaining credibility with a consumer segment and securing its relevance and continuity in the market.