ESTRATÉGIAS DE MARKETING ÉTNICO-RACIAL: O ESTUDO DE CASO DE UM SALÃO DE BELEZA VOLTADO PARA CABELOS NATURAIS EM POSSE (GO)

Abstract

The marketing and relationship strategies of a natural hair salon located in Posse (GO), Brazil, were analyzed in light of digital communication practices and the appreciation of Black identity. The study aimed to understand how the use of social media, personalized service, and the recognition of Afro-Brazilian aesthetics contribute to client loyalty and brand strengthening. Applied in nature, exploratory in purpose, and qualitative in approach, the research employed a case study method, including a semi-structured interview with the manager and questionnaires administered to clients. The results indicated that Instagram is the main channel for promotion and interaction, while individualized service and trust-building are key factors for customer loyalty. It was also found that cultural representation and the acknowledgment of natural hair diversity serve as competitive advantages in the local context. The findings suggest that the articulation between digital marketing and ethnic identity strengthens the salon’s market positioning and broadens the academic discussion on consumption and diversity in the beauty industry.