Brand Positioning in Digital Marketing: Christmas Narratives of Two Cosmetics Companies

Bianca Graziele Oliveira Roque; Rita de Cássia Fossaluza

DOI: 10.22167/2675-6528-202602730

Article derived from a Course Conclusion Work (TCC), with content based on the student’s original work and adapted to the editorial format of the E&S Magazine with the support of the ResumeAI tool, an artificial intelligence solution developed by Instituto Pecege for textual synthesis and organization.

Summary

In the contemporary digital environment, characterized by information overload and constant competition for consumer attention, seasonal campaigns are increasingly strategic opportunities for brand differentiation and sales increase. In this context, the study analyzed the discursive strategies adopted by two Brazilian cosmetics companies in Christmas campaigns on Instagram, aiming to understand how they built their positioning in a simultaneously symbolic and competitive scenario. The research was characterized as applied, with a qualitative approach, exploratory and descriptive objectives, adopting a multiple case study design. Data collection covered 107 publications disseminated between November 25 and December 25, 2025, subjected to content analysis. The results showed distinct strategies: Brand N invested in the approach of affective bonds through immersive narratives anchored in Christmas symbols, while Brand B combined emotional and functional elements, articulating the seasonal theme with the facilitation of the purchasing journey and the consistency of its visual identity. Complaints were found in the comments regarding delivery failures for products in the publications of both brands, but with distinct perceptions due to discursive intensity and publication volume. It was concluded that, despite the depth of narrative, symbolic, and immersive constructions, coherence between discourse, operational efficiency, and perceived experience is a decisive articulation for consolidating consumer trust.

Keywords: Content analysis; Seasonal Campaign; Consumer behavior; Discursive strategies; Social networks.

1. Introduction

The contemporary digital environment has consolidated itself as one of the main spaces for the construction and dispute of brand positioning. In this scenario, consumer attention is a scarce resource, and companies seek effective strategies to differentiate themselves and increase their sales (Kotler et al., 2025). In Brazil, connectivity is ubiquitous, with approximately 217 million mobile connections and 144 million active social media users in 2025 (DataReportal, 2025), which intensifies the importance of digital presence.

The power dynamics in the market have been reconfigured towards a horizontal logic, based on social interaction (Kotler et al., 2017). Models such as the 5 A’s (Assimilation, Attraction, Argumentation, Action, and Advocacy) indicate that the consumer journey operates as a process of collective validation, especially in the Argumentation stage (Kotler et al., 2017; Trindade and Taguchi, 2024). This dynamic is deepened by the concept of the Messy Middle, which describes the purchase decision as a continuous cycle of exploration and evaluation, influenced by cognitive heuristics and emotional triggers (Araujo and Souza, 2025; Google LLC, 2020). Social networks, therefore, are central spaces for meaning production and the construction of bonds between brands and consumers (Simões and Leal, 2025).

From a marketing perspective, brands constitute knowledge structures in the consumer’s memory (Tybout and Calkins, 2019), being continuously validated at each touchpoint, starting from the Moments of Truth (Carlzon, 1987). In the digital environment, this process is preceded by the Zero Moment of Truth (ZMOT), in which the consumer researches across various channels and compares information before the purchase decision (Lecinski, 2011; Trindade and Taguchi, 2024). A brand’s ability to be remembered in purchasing situations, known as mental availability, is a crucial factor for leadership in a competitive context (Romaniuk and Sharp, 2022).

Commemorative dates represent strategic seasonality, as they concentrate socially shared meanings in a short period, especially Christmas, whose high symbolic load favors the construction of narratives that strengthen and differentiate brand positioning (Delmonego, 2025; SEBRAE, 2016). In this context, brand communication is structured by symbolic and emotional narratives, with storytelling being a relevant strategy to lead the consumer to reasoning favorable to the brands’ intentions (Lupton, 2020). The Brazilian Personal Care, Perfumery, and Cosmetics (HPPC) market is the third largest global consumer and the second in annual product launches (ABIHPEC, 2023), making the analysis of digital marketing strategies in this sector particularly relevant.

Despite the relevance of the topic, the literature still lacks integrated approaches on discursive strategies in seasonal and digital contexts. Given this scenario, this study sought to answer the following research question: how do brands from the same sector structure and mobilize discursive strategies to build their positioning in seasonal campaigns in the digital environment? It was hypothesized that, although inserted in the same competitive context, the brands would adopt distinct discursive strategies, reflecting differentiated positioning and value propositions.

The research presents practical relevance by offering subsidies for marketing management, competitor content analysis, and digital campaign planning. The general objective was to analyze the discursive strategies adopted by two major Brazilian brands in the cosmetics sector on Instagram, a platform that has about 141 million users in Brazil (DataReportal, 2025), in addition to standing out for its visual nature and the role of influencer marketing in shaping perceptions and consumption decisions (Tybout and Calkins, 2019; Paiva and Lima, 2024).

2. Material and Methods

This research was characterized as a study of an applied nature, focused on analyzing brand positioning in the digital environment. Regarding its objectives, it was classified as exploratory and descriptive, adopting a qualitative approach. The focus of the investigation was on the interpretation of symbolic constructions and discursive strategies present in brand communication.

The research design was configured as a multiple case study, in which two organizations in the cosmetics sector operating in the same competitive context were comparatively analyzed. For the characterization of the case study, social networks, institutional websites, and “off-line” and “online” publicly available materials of the brands were examined, with an emphasis on disclosure.

The definition of the units of analysis followed intentional criteria, resulting in a non-probabilistic sampling. Two brands with a consolidated presence in the Brazilian Personal Hygiene, Perfumery, and Cosmetics market, and with a relevant presence in the digital environment, were selected. The choice was based on market relevance, consistency of digital performance, and the use of seasonal Christmas campaigns, as well as the adoption of distinct communication strategies, which allowed for a comparative analysis of positioning. For ethical preservation, the brands were named Brand N and Brand B.

The Instagram platform was selected as the empirical field due to its high penetration in Brazil, with approximately 141 million users and a reach of 83.5% of the adult population (DataReportal, 2025). This platform integrates visual, textual, and interactive elements, being particularly relevant for the cosmetics sector, where communication depends on symbolic stimuli and imagistic narratives (Tybout and Calkins, 2019; Lupton, 2020). Additionally, Instagram stands out for the role of influencer marketing in shaping perceptions and consumption decisions (Paiva and Lima, 2024; Mendes, 2024).

The choice of the Christmas period was justified by its high symbolic and ritualistic load (Delmonego, 2025). Christmas concentrates socially shared meanings of affection, care, and belonging, allowing brands to articulate narratives that transcend promotional discourse and reinforce institutional positioning (Delmonego, 2025; SEBRAE, 2016). In the digital environment, commemorative dates are characterized by high publication density, as observed in Brand N, where the “Dates and Commemorative Events” category concentrates 39.6% of all content generated on Instagram (Delmonego, 2025).

Data collection was carried out through documentary research and non-participant observation, based on the brands’ publications on their official Instagram profiles. The body of the research comprised 107 publications in “feed” and “reel” formats, broadcast between November 25 and December 25, 2025. This period corresponded to the intensification of Christmas campaigns. The population considered the set of publications made within the interval, and the sample was defined census-wise, including all publications from the period.

The publications were manually collected and organized in a spreadsheet. Information such as post identification, publication date, brand, format, and full caption were recorded. This procedure enabled the systematization of data and the traceability of analytical decisions throughout the research process.

For data processing, the content analysis technique was adopted, as proposed by Bardin (2020). This technique was chosen for its suitability for analyzing symbolic communications in qualitative contexts, allowing the identification of discursive patterns, thematic recurrences, and sense-making strategies in communication materials, in line with the study’s objectives.

The analysis was conducted in three articulated stages: pre-analysis, material exploration, and results treatment with inference. In the pre-analysis stage, publications were organized and read for familiarization with the material and identification of initial thematic, narrative, and discursive recurrences, without the immediate application of formal categories.

In this phase, the unit of analysis was defined as the predominant discursive content of each publication, considering the integration between image and caption. The textual dimension was adopted as the main guiding element for interpretation, understanding that, in the context of digital media, verbal language plays a central role in anchoring the meanings attributed to images. The visual dimension was considered in a complementary and contextual manner, interpreted in conjunction with the text and the communicational environment (Santaella and Nöth, 2017).

In the material exploration stage, systematic coding of the publications was carried out, classifying each unit of analysis into a dominant analytical category and a corresponding subcategory. The categorical system was constructed inductively, based on the recurrences observed in the corpus, and was progressively refined throughout the analysis process.

The categories were defined to meet the criteria of exhaustiveness, homogeneity, and exclusivity, covering the entirety of the analyzed publications without overlap. At the end of the process, a system was consolidated comprising five first-level analytical categories and their respective subcategories, which encompassed different discursive strategies and communicational positioning observed in the corpus. The coding was performed manually, with the classification and analytical observations recorded in a spreadsheet, which allowed for the monitoring of methodological decisions and the verification of the internal consistency of the categorical system.

In the stage of results treatment and inference, the categorized data were organized and analyzed descriptively and interpretatively. The descriptive analysis considered the frequency and distribution of categories in the corpus, aiming to identify recurring patterns and differences in the intensity of use of communication strategies among brands. The interpretive analysis sought to understand the symbolic meanings mobilized, the discursive strategies adopted, and their implications for brand positioning, articulating the empirical findings with the research’s theoretical framework.

Complementarily, user comments were observed as exploratory qualitative evidence of message reception, without systematic categorization, due to the volume of data and the study’s objective delimitation. This observation aimed to identify recurring perceptions, manifestations of engagement, and potential dissonances between discourse and perceived experience. For comparison, public documents such as “off-line” and “online” campaign materials and websites were also analyzed.

3. Results and Discussion

The analysis of the discursive strategies of two Brazilian companies in the cosmetics sector in Christmas campaigns on Instagram revealed distinct approaches in building their brand positioning. While Brand N prioritized the creation of affective bonds and immersive narratives anchored in Christmas symbols, Brand B combined emotional and functional elements, articulating the seasonal theme with the facilitation of the purchase journey and the consistency of its visual identity. Both cases, however, faced challenges related to the coherence between promotional discourse and operational efficiency, especially regarding delivery logistics, a crucial aspect for consolidating consumer trust in the digital environment.

The Personal Care, Perfumery, and Cosmetics (PCPC) market in Brazil stands out globally as the third largest consumer and second in annual product launches (ABIHPEC, 2023). In this highly competitive scenario, market leadership is sustained by brand mental availability, i.e., the probability of being remembered in purchasing situations (Romaniuk and Sharp, 2022). The formation of associations in the consumer’s memory is reinforced by consistent exposure to distinctive assets that facilitate rapid brand recognition at decision-making moments (Romaniuk and Sharp, 2022). Continuous engagement on social media and third-party influence are elements that update these memory structures, making the brand the first option in the consumer’s mind (Paiva and Lima, 2024).

In the present study, two major cosmetic brands, named Brand N and Brand B to preserve their identities, were analyzed. They operate with marketing campaigns focused on well-being and memories, specifically Christmas campaigns. Brand N, founded in 1969, focuses on well-being and valuing relationships, consolidating itself as a leader in direct sales in the country with approximately 1.8 million consultants (Natura, 2025b; Barbosa, 2025). In the digital environment, Brand N employs “storytelling” and neuromarketing strategies (Santos, 2025), seeking to mobilize identification mechanisms that activate automatic cognitive processes (Lindstrom, 2008), consolidating the brand as a system of meanings in the public’s mind (Tybout and Calkins, 2019; Lupton, 2020).

Brand B, founded in 1977, has become the largest beauty franchise network in the world (Silva, 2019; Grupo Boticário, 2023). Its strategy emphasizes the consumer experience at the point of sale, using sensory marketing to create environments that influence perception and purchasing decisions (Freitas and Rafael, 2025). This broad physical availability of the brand represents a competitive advantage, expanding purchasing opportunities and reducing barriers at the decision-making moment (Romaniuk and Sharp, 2022). Multisensory stimuli, such as exclusive fragrances and consistent visual identities, activate brain areas linked to pleasure and reward, strengthening the emotional bond with the audience in an intuitive and lasting way (Lindstrom, 2008; Santos, 2025; Simões and Leal, 2025).

Both brands invest significantly in influencer marketing via Instagram, recognizing that a considerable portion of Brazilian consumers is impacted by third-party recommendations in their decision-making process (Simões and Leal, 2025). This platform, with approximately 141 million users in Brazil (DataReportal, 2025), is a central environment for shaping perceptions and consumption decisions, especially in the cosmetics sector, where communication relies on symbolic stimuli and visual narratives (Tybout and Calkins, 2019; Lupton, 2020). The relevance of the Christmas period for the study lies in its high symbolic and ritualistic load (Delmonego, 2025), allowing brands to articulate narratives of affection and gifting, transcending purely promotional discourse.

Characterization of the analysis

The research body comprised 107 publications disseminated by brands N and B on Instagram between November 25 and December 25, 2025. Of this total, 39 publications were from Brand N and 68 from Brand B, indicating a difference in publication intensity between the brands. The higher number of posts from Brand B suggested a strategy of a more constant presence in the consumer’s “feed” during the seasonal period, while Brand N, with a lower volume, may have prioritized content with greater narrative density and immersion.

The content analysis followed an inductive approach, resulting in a categorical system composed of five first-level analytical categories and their respective subcategories. These categories emerged from the thematic, discursive, and symbolic recurrences observed in the corpus, engaging with concepts of consumer behavior and brand communication in the digital environment (Bardin, 2020). Each publication was classified into a single dominant category, ensuring methodological consistency and data comparability.

The categories related to activation and affective meanings (CA1 and CA3) predominantly aligned with the Attraction and Assimilation stages of the 5 A’s model (Kotler et al., 2017), where brands use narratives to build emotional associations and strengthen the connection with the consumer (Lindstrom, 2008). The category of offer and purchase facilitation (CA2) related to the Argumentation and Action stages, seeking to reduce friction in the journey and ensure conditions for conversion (Kotler et al., 2017). The categories of seasonal and institutional positioning (CA4 and CA5) contributed to strengthening the brand bond, approaching the Advocacy stage, by associating consumption with consumer values and identity dimensions (Tybout and Calkins, 2019).

Each publication analyzed functioned as a point of contact and a Moment of Truth (Carlzon, 1987), constituting fundamental content of the Zero Moment of Truth (ZMOT) (Lecinski, 2011; Trindade and Taguchi, 2024). The public sharing of experiences acts as a driver for the construction or redefinition of organizational reputation (Paiva and Lima, 2024), transforming each post into a multidirectional brand experience. The transparency and authenticity of content and responses are determinants for public satisfaction (Kotler et al., 2025).

Analysis of Brand N’s content

Brand N adopted a strategy focused on building symbolic and affective bonds, using Christmas as an expanded territory of meanings. Priority was given to the categories of Activation (CA1) and Meanings of Affect (CA3), to the detriment of communication exclusively focused on direct product exposure. The brand employed influencers and public figures in playful scenarios to activate emotional identification mechanisms, in which the viewer projects themselves into the presented situations (Lindstrom, 2008; Simões and Leal, 2025), favoring empathy and the reproduction of consumption behaviors (Paiva and Lima, 2024; Santos, 2025).

The prioritization of engaging narratives, even with the product’s presence, reinforced the idea that well-constructed stories mobilize emotions (Mark and Pearson, 2003; Lupton, 2020). By evoking affects such as nostalgia and care, Brand N shifted the focus from the cosmetic’s functionality to meaning construction, enhanced by design resources and “storytelling” (Lupton, 2020). A central example of this strategy was the P.I.X campaign – Presente com Intenção de Xodó (Gift with the Intention of Affection), which redefined the act of gifting from affective and relational dimensions, activating the motive of Communion in consumer psychology (Tybout and Calkins, 2019).

From the perspective of neuromarketing, this approach built emotional associations that influence future decisions more intuitively (Lindstrom, 2008). The consistent repetition of these narratives contributed to strengthening the brand’s memory structures, increasing its mental availability in a context of high communication saturation (Romaniuk and Sharp, 2022). Visually, Brand N immersed itself in the Christmas aesthetic, with recurrent use of warm colors, symbolic lighting, and decorative elements, reinforcing the experiential dimension of communication and consolidating a symbolic universe consistent with the textual discourse. The slogan “The best gift is being present. After that, it’s [Brand N]” synthesized the concept of Presence, transforming the commercial date into a territory of deep emotional connection.

This symbolic construction materialized in the Vila Natal activation, which provided a sensory and playful experience, amplified in the digital environment through audiovisual content. The “storytelling” strategy and playful elements kept the brand cognitively accessible, even outside immediate purchase situations (Google LLC, 2020). By mobilizing affect, Brand N sought to expand its presence in the consumer’s initial consideration set, where brands with greater mental availability are more likely to be chosen (Court et al., 2009). The narratives acted as stimuli in the exploration phase of the “Messy Middle”, expanding the brand’s symbolic repertoire before the purchase decision (Google LLC, 2020).

However, exploratory observation of user comments revealed dissonances between Brand N’s narrative promise and consumers’ reported experiences. While storytelling-based content generated positive and emotionally identifying expressions, promotional or explanatory posts also presented comments related to logistical problems, delays, and product unavailability. Brand perception, resulting from the sum of experienced touchpoints (Tybout and Calkins, 2019), was weakened by delivery disruptions, compromising the Moments of Truth (Carlzon, 1987). In the digital environment, the sharing of negative experiences becomes an instant source of research and influence for future consumers (Lecinski, 2011), demonstrating that relationship-oriented positioning depends on consistent operational execution to sustain public trust (Kotler et al., 2025).

Content analysis of Brand B

Brand B adopted a strategy oriented towards mediation between emotion and functionality, with a greater incidence of the categories of Offer and Purchase Facilitation (CA2) and Seasonal Positioning and Socioemotional Discourse (CA4). This approach demonstrated an effort to reduce friction in the Argumentation and Action stages of the consumer journey, favoring the conversion of interest into purchase through informative support and facilitation of the decision-making process (Kotler et al., 2017). The materialization of this strategy occurred in the dissemination of content such as tutorials, demonstrations, and explanations on product usage, assisting the consumer in evaluating alternatives and reducing cognitive effort in the choice (Google LLC, 2020).

By offering greater clarity and security at the decision-making moment, Brand B reduced consumer dwell time in prolonged cycles of search and comparison, characteristic of the digital environment and the “Messy Middle” (Google LLC, 2020; Court et al., 2009). The content combined emotional narratives with explanatory materials, such as makeup tutorials and product recommendations, positioning the present as an accessible solution. The use of tutorials and demonstrations by influencers favored identification with product use, reducing purchase barriers and provoking the desire for imitation (Lindstrom, 2008). The recurrence of the expression “The preferred brand for gifting” acted as a strategy of symbolic reinforcement, seeking to position Brand B as a priority reference in the consumer’s mind (Romaniuk and Sharp, 2022).

Visually, Brand B maintained an aesthetic aligned with its institutional identity, with consistent use of colors such as green and gold. This use of distinctive visual elements facilitated brand recognition in environments saturated with stimuli, increasing the probability of its recall in consumer memory in purchasing situations (Romaniuk and Sharp, 2022; Araujo and Souza, 2025). In the experiential field, the brand promoted Christmas installations in more than 40 Brazilian cities, called Casa de Natal do Boti, structured with traditional symbolic elements and interactive activities. By inserting these installations into collective rituals, the brand expanded the meaning of the experience and strengthened the emotional bond with the public (Simões and Leal, 2025).

This strategy also expanded the brand’s physical availability, reinforcing its presence in different consumption contexts (Romaniuk and Sharp, 2022). By associating with spaces with strong symbolic meaning, the brand strengthened connections with affective memories, making the experience more engaging and increasing the likelihood of being remembered in purchasing situations (Lindstrom, 2008; Santos, 2025; Simões and Leal, 2025). Brand B also positioned itself as a practical and assertive gifting option, materializing this in activations such as the Surprise on the Baggage Carousel action at airports, transforming a potentially stressful situation into a positive and unexpected experience (Carlzon, 1987). These unexpected moments favored social media sharing, contributing to reputation and the formation of brand advocates (Kotler et al., 2025; Trindade and Taguchi, 2024).

Unlike the playful immersion of Brand N, Brand B adopted a discursive strategy anchored in everyday social tensions, initiating its campaign with the theme “Family Bullying”, synthesized in the slogan “Words Leave Marks”. By addressing issues related to family coexistence at Christmas, the brand positioned itself as a mediator of human relationships, aligning itself with the “Human to Human” Marketing perspective (Kotler et al., 2025; Kotler et al., 2017). In the comments of the publications, a concentration of interactions was observed related to the choice of gift, identification with the depicted situations, and approval of the socio-emotional messages, especially those associated with the narratives of “Family Bullying”.

Comparative analysis of the contents of brands N and B

The comparative analysis revealed that, although both brands operated in the same sector and seasonality, they positioned themselves in distinct symbolic territories and mobilized different stages of the purchase journey. Brand N favored the Attraction stage, inviting the consumer to experience the symbolic atmosphere of Christmas through narratives that elevated the product to the status of a symbol of affection and care, aligning with the Communion motive in consumer psychology (Tybout and Calkins, 2019). Its communication maintained a homogeneous Christmas atmosphere, with repetition of narrative elements such as P.I.X – Presente com Intenção de Xodó (Gift with Affectionate Intention), seeking to reinforce associations in the consumer’s memory.

In contrast, Brand B prioritized the Action stage, adopting a more problem-solving oriented approach, with communications focused on reducing friction in the purchase journey, usage tutorials, and audience segmentation. While Brand N focused on amplifying the perceived value of the gift through the emotional dimension, Brand B emphasized facilitating the purchase decision, approaching a more functional logic of perceived value generation. This distinction was also reflected in how the brands articulated seasonality, with Brand B interleaving seasonal content with institutional communications and loyalty initiatives, anchoring its communication in the recurring idea of “preferred brand for gifting,” indicating a strategy less dependent on the Christmas theme and more oriented towards maintaining continuous mental availability (Romaniuk and Sharp, 2022).

From the perspective of neuromarketing, Brand B published more demonstrative content to favor the projection of product use in daily life, compared to Brand N, which prioritized playful and symbolic elements associated with the construction of emotional experiences (Lindstrom, 2008). Both brands faced challenges related to logistical and operational failures in product delivery, which impacted their digital reputation. However, these episodes produced distinct impacts: in Brand N, the strong anchoring of the discourse in affect intensified the dissonance between promise and delivery, compromising the Moments of Truth (Carlzon, 1987) and amplifying the negative impact on ZMOT (Lecinski, 2011).

On the other hand, Brand B, with a larger volume of publications and diversity of formats, may have fragmented negative comments, generating a perception of lower impact. Its positioning as “Preferred Brand for Gifting” showed less perceptual disruption in the face of operational failures, as the authenticity of the “Human to Human” relationship (Kotler et al., 2025) depends on the consistency between discourse and practical execution to ensure loyalty. The intensity of the symbolic promise directly impacts consumer perception when there is misalignment between discourse and delivery, reinforcing that symbolically denser discursive strategies amplify both the potential for connection and the risk of perceived dissonance. Brand N, with its symbolic promise of care, proved more exposed to tensions, while Brand B, with its more pragmatic proposal, demonstrated less dependence on this promise.

In summary, the results showed that, although the brands operate in the same sector and seasonality, their discursive strategies for Christmas 2025 were markedly distinct, with Brand N focusing on affective narratives and Brand B on a combination of emotion and functionality. This differentiation underlines that brand positioning in the digital environment transcends the mere construction of discourse, being a complex articulation between symbolic, functional, and experiential dimensions that manifests at each consumer touchpoint, and whose coherence with operational efficiency is decisive for trust and loyalty.

The analysis of the discursive strategies of two Brazilian companies in the cosmetics sector in Christmas campaigns on Instagram revealed distinct approaches in building their brand positioning. While Brand N prioritized the creation of affective bonds and immersive narratives anchored in Christmas symbols, Brand B combined emotional and functional elements, articulating the seasonal theme with the facilitation of the purchase journey and the consistency of its visual identity. Both cases, however, faced challenges related to the coherence between promotional discourse and operational efficiency, especially regarding delivery logistics, a crucial aspect for consolidating consumer trust in the digital environment.

The Personal Care, Perfumery, and Cosmetics (PCPC) market in Brazil stands out globally as the third largest consumer and second in annual product launches (ABIHPEC, 2023). In this highly competitive scenario, market leadership is sustained by brand mental availability, i.e., the probability of being remembered in purchasing situations (Romaniuk and Sharp, 2022). The formation of associations in the consumer’s memory is reinforced by consistent exposure to distinctive assets that facilitate rapid brand recognition at decision-making moments (Romaniuk and Sharp, 2022). Continuous engagement on social media and third-party influence are elements that update these memory structures, making the brand the first option in the consumer’s mind (Paiva and Lima, 2024).

In the present study, two major cosmetic brands, named Brand N and Brand B to preserve their identities, were analyzed. They operate with marketing campaigns focused on well-being and memories, specifically Christmas campaigns. Brand N, founded in 1969, focuses on well-being and valuing relationships, consolidating itself as a leader in direct sales in the country with approximately 1.8 million consultants (Natura, 2025b; Barbosa, 2025). In the digital environment, Brand N employs “storytelling” and neuromarketing strategies (Santos, 2025), seeking to mobilize identification mechanisms that activate automatic cognitive processes (Lindstrom, 2008), consolidating the brand as a system of meanings in the public’s mind (Tybout and Calkins, 2019; Lupton, 2020).

Brand B, founded in 1977, has become the largest beauty franchise network in the world (Silva, 2019; Grupo Boticário, 2023). Its strategy emphasizes the consumer experience at the point of sale, using sensory marketing to create environments that influence perception and purchasing decisions (Freitas and Rafael, 2025). This broad physical availability of the brand represents a competitive advantage, expanding purchasing opportunities and reducing barriers at the decision-making moment (Romaniuk and Sharp, 2022). Multisensory stimuli, such as exclusive fragrances and consistent visual identities, activate brain areas linked to pleasure and reward, strengthening the emotional bond with the audience in an intuitive and lasting way (Lindstrom, 2008; Santos, 2025; Simões and Leal, 2025).

Both brands invest significantly in influencer marketing via Instagram, recognizing that a considerable portion of Brazilian consumers is impacted by third-party recommendations in their decision-making process (Simões and Leal, 2025). This platform, with approximately 141 million users in Brazil (DataReportal, 2025), is a central environment for shaping perceptions and consumption decisions, especially in the cosmetics sector, where communication relies on symbolic stimuli and visual narratives (Tybout and Calkins, 2019; Lupton, 2020). The relevance of the Christmas period for the study lies in its high symbolic and ritualistic load (Delmonego, 2025), allowing brands to articulate narratives of affection and gifting, transcending purely promotional discourse.

Characterization of the analysis

The research body comprised 107 publications disseminated by brands N and B on Instagram between November 25 and December 25, 2025. Of this total, 39 publications were from Brand N and 68 from Brand B, indicating a difference in publication intensity between the brands. The higher number of posts from Brand B suggested a strategy of a more constant presence in the consumer’s “feed” during the seasonal period, while Brand N, with a lower volume, may have prioritized content with greater narrative density and immersion.

The content analysis followed an inductive approach, resulting in a categorical system composed of five first-level analytical categories and their respective subcategories. These categories emerged from the thematic, discursive, and symbolic recurrences observed in the corpus, engaging with concepts of consumer behavior and brand communication in the digital environment (Bardin, 2020). Each publication was classified into a single dominant category, ensuring methodological consistency and data comparability.

The categories related to activation and affective meanings (CA1 and CA3) predominantly aligned with the Attraction and Assimilation stages of the 5 A’s model (Kotler et al., 2017), where brands use narratives to build emotional associations and strengthen the connection with the consumer (Lindstrom, 2008). The category of offer and purchase facilitation (CA2) related to the Argumentation and Action stages, seeking to reduce friction in the journey and ensure conditions for conversion (Kotler et al., 2017). The categories of seasonal and institutional positioning (CA4 and CA5) contributed to strengthening the brand bond, approaching the Advocacy stage, by associating consumption with consumer values and identity dimensions (Tybout and Calkins, 2019).

Each publication analyzed functioned as a point of contact and a Moment of Truth (Carlzon, 1987), constituting fundamental content of the Zero Moment of Truth (ZMOT) (Lecinski, 2011; Trindade and Taguchi, 2024). The public sharing of experiences acts as a driver for the construction or redefinition of organizational reputation (Paiva and Lima, 2024), transforming each post into a multidirectional brand experience. The transparency and authenticity of content and responses are determinants for public satisfaction (Kotler et al., 2025).

Analysis of Brand N’s content

Brand N adopted a strategy focused on building symbolic and affective bonds, using Christmas as an expanded territory of meanings. Priority was given to the categories of Activation (CA1) and Meanings of Affect (CA3), to the detriment of communication exclusively focused on direct product exposure. The brand employed influencers and public figures in playful scenarios to activate emotional identification mechanisms, in which the viewer projects themselves into the presented situations (Lindstrom, 2008; Simões and Leal, 2025), favoring empathy and the reproduction of consumption behaviors (Paiva and Lima, 2024; Santos, 2025).

The prioritization of engaging narratives, even with the product’s presence, reinforced the idea that well-constructed stories mobilize emotions (Mark and Pearson, 2003; Lupton, 2020). By evoking affects such as nostalgia and care, Brand N shifted the focus from the cosmetic’s functionality to meaning construction, enhanced by design resources and “storytelling” (Lupton, 2020). A central example of this strategy was the P.I.X campaign – Presente com Intenção de Xodó (Gift with the Intention of Affection), which redefined the act of gifting from affective and relational dimensions, activating the motive of Communion in consumer psychology (Tybout and Calkins, 2019).

From the perspective of neuromarketing, this approach built emotional associations that influence future decisions more intuitively (Lindstrom, 2008). The consistent repetition of these narratives contributed to strengthening the brand’s memory structures, increasing its mental availability in a context of high communication saturation (Romaniuk and Sharp, 2022). Visually, Brand N immersed itself in the Christmas aesthetic, with recurrent use of warm colors, symbolic lighting, and decorative elements, reinforcing the experiential dimension of communication and consolidating a symbolic universe consistent with the textual discourse. The slogan “The best gift is being present. After that, it’s [Brand N]” synthesized the concept of Presence, transforming the commercial date into a territory of deep emotional connection.

This symbolic construction materialized in the Vila Natal activation, which provided a sensory and playful experience, amplified in the digital environment through audiovisual content. The “storytelling” strategy and playful elements kept the brand cognitively accessible, even outside immediate purchase situations (Google LLC, 2020). By mobilizing affect, Brand N sought to expand its presence in the consumer’s initial consideration set, where brands with greater mental availability are more likely to be chosen (Court et al., 2009). The narratives acted as stimuli in the exploration phase of the “Messy Middle”, expanding the brand’s symbolic repertoire before the purchase decision (Google LLC, 2020).

However, exploratory observation of user comments revealed dissonances between Brand N’s narrative promise and consumers’ reported experiences. While storytelling-based content generated positive and emotionally identifying expressions, promotional or explanatory posts also presented comments related to logistical problems, delays, and product unavailability. Brand perception, resulting from the sum of experienced touchpoints (Tybout and Calkins, 2019), was weakened by delivery disruptions, compromising the Moments of Truth (Carlzon, 1987). In the digital environment, the sharing of negative experiences becomes an instant source of research and influence for future consumers (Lecinski, 2011), demonstrating that relationship-oriented positioning depends on consistent operational execution to sustain public trust (Kotler et al., 2025).

Content analysis of Brand B

Brand B adopted a strategy oriented towards mediation between emotion and functionality, with a greater incidence of the categories of Offer and Purchase Facilitation (CA2) and Seasonal Positioning and Socioemotional Discourse (CA4). This approach demonstrated an effort to reduce friction in the Argumentation and Action stages of the consumer journey, favoring the conversion of interest into purchase through informative support and facilitation of the decision-making process (Kotler et al., 2017). The materialization of this strategy occurred in the dissemination of content such as tutorials, demonstrations, and explanations on product usage, assisting the consumer in evaluating alternatives and reducing cognitive effort in the choice (Google LLC, 2020).

By offering greater clarity and security at the decision-making moment, Brand B reduced consumer dwell time in prolonged cycles of search and comparison, characteristic of the digital environment and the “Messy Middle” (Google LLC, 2020; Court et al., 2009). The content combined emotional narratives with explanatory materials, such as makeup tutorials and product recommendations, positioning the present as an accessible solution. The use of tutorials and demonstrations by influencers favored identification with product use, reducing purchase barriers and provoking the desire for imitation (Lindstrom, 2008). The recurrence of the expression “The preferred brand for gifting” acted as a strategy of symbolic reinforcement, seeking to position Brand B as a priority reference in the consumer’s mind (Romaniuk and Sharp, 2022).

Visually, Brand B maintained an aesthetic aligned with its institutional identity, with consistent use of colors such as green and gold. This use of distinctive visual elements facilitated brand recognition in environments saturated with stimuli, increasing the probability of its recall in consumer memory in purchasing situations (Romaniuk and Sharp, 2022; Araujo and Souza, 2025). In the experiential field, the brand promoted Christmas installations in more than 40 Brazilian cities, called Casa de Natal do Boti, structured with traditional symbolic elements and interactive activities. By inserting these installations into collective rituals, the brand expanded the meaning of the experience and strengthened the emotional bond with the public (Simões and Leal, 2025).

This strategy also expanded the brand’s physical availability, reinforcing its presence in different consumption contexts (Romaniuk and Sharp, 2022). By associating with spaces with strong symbolic meaning, the brand strengthened connections with affective memories, making the experience more engaging and increasing the likelihood of being remembered in purchasing situations (Lindstrom, 2008; Santos, 2025; Simões and Leal, 2025). Brand B also positioned itself as a practical and assertive gifting option, materializing this in activations such as the Surprise on the Baggage Carousel action at airports, transforming a potentially stressful situation into a positive and unexpected experience (Carlzon, 1987). These unexpected moments favored social media sharing, contributing to reputation and the formation of brand advocates (Kotler et al., 2025; Trindade and Taguchi, 2024).

Unlike the playful immersion of Brand N, Brand B adopted a discursive strategy anchored in everyday social tensions, initiating its campaign with the theme “Family Bullying”, synthesized in the slogan “Words Leave Marks”. By addressing issues related to family coexistence at Christmas, the brand positioned itself as a mediator of human relationships, aligning itself with the “Human to Human” Marketing perspective (Kotler et al., 2025; Kotler et al., 2017). In the comments of the publications, a concentration of interactions was observed related to the choice of gift, identification with the depicted situations, and approval of the socio-emotional messages, especially those associated with the narratives of “Family Bullying”.

Comparative analysis of the contents of brands N and B

The comparative analysis revealed that, although both brands operated in the same sector and seasonality, they positioned themselves in distinct symbolic territories and mobilized different stages of the purchase journey. Brand N favored the Attraction stage, inviting the consumer to experience the symbolic atmosphere of Christmas through narratives that elevated the product to the status of a symbol of affection and care, aligning with the Communion motive in consumer psychology (Tybout and Calkins, 2019). Its communication maintained a homogeneous Christmas atmosphere, with repetition of narrative elements such as P.I.X – Presente com Intenção de Xodó (Gift with Affectionate Intention), seeking to reinforce associations in the consumer’s memory.

In contrast, Brand B prioritized the Action stage, adopting a more problem-solving oriented approach, with communications focused on reducing friction in the purchase journey, usage tutorials, and audience segmentation. While Brand N focused on amplifying the perceived value of the gift through the emotional dimension, Brand B emphasized facilitating the purchase decision, approaching a more functional logic of perceived value generation. This distinction was also reflected in how the brands articulated seasonality, with Brand B interleaving seasonal content with institutional communications and loyalty initiatives, anchoring its communication in the recurring idea of “preferred brand for gifting,” indicating a strategy less dependent on the Christmas theme and more oriented towards maintaining continuous mental availability (Romaniuk and Sharp, 2022).

From the perspective of neuromarketing, Brand B published more demonstrative content to favor the projection of product use in daily life, compared to Brand N, which prioritized playful and symbolic elements associated with the construction of emotional experiences (Lindstrom, 2008). Both brands faced challenges related to logistical and operational failures in product delivery, which impacted their digital reputation. However, these episodes produced distinct impacts: in Brand N, the strong anchoring of the discourse in affect intensified the dissonance between promise and delivery, compromising the Moments of Truth (Carlzon, 1987) and amplifying the negative impact on ZMOT (Lecinski, 2011).

On the other hand, Brand B, with a larger volume of publications and diversity of formats, may have fragmented negative comments, generating a perception of lower impact. Its positioning as “Preferred Brand for Gifting” showed less perceptual disruption in the face of operational failures, as the authenticity of the “Human to Human” relationship (Kotler et al., 2025) depends on the consistency between discourse and practical execution to ensure loyalty. The intensity of the symbolic promise directly impacts consumer perception when there is misalignment between discourse and delivery, reinforcing that symbolically denser discursive strategies amplify both the potential for connection and the risk of perceived dissonance. Brand N, with its symbolic promise of care, proved more exposed to tensions, while Brand B, with its more pragmatic proposal, demonstrated less dependence on this promise.

In summary, the results showed that, although the brands operate in the same sector and seasonality, their discursive strategies for Christmas 2025 were markedly distinct, with Brand N focusing on affective narratives and Brand B on a combination of emotion and functionality. This differentiation underlines that brand positioning in the digital environment transcends the mere construction of discourse, being a complex articulation between symbolic, functional, and experiential dimensions that manifests at each consumer touchpoint, and whose coherence with operational efficiency is decisive for trust and loyalty.

4. Conclusion

This study analyzed the discursive strategies adopted by two Brazilian cosmetic brands in Christmas campaigns on Instagram, seeking to understand how they built their positioning in a simultaneously symbolic and competitive scenario. It was found that Brand N prioritized the construction of affective bonds and immersive narratives, anchored in Christmas symbols, with a focus on emotional activation and the meanings of affection. In contrast, Brand B combined emotional and functional elements, articulating the seasonal theme with the facilitation of the purchase journey and the consistency of its visual identity, with greater emphasis on the offer and socio-emotional discourse. Both brands faced challenges related to logistical failures, but the intensity of Brand N’s symbolic promise amplified the perceived dissonance when there was a misalignment between discourse and delivery. This finding highlights that brand positioning in the digital environment transcends the mere construction of narratives, requiring a coherent articulation between symbolic, functional dimensions, and operational efficiency for the consolidation of consumer trust. The research offers practical subsidies for marketing management, assisting in the planning of digital campaigns that consider the integration between communication and the real customer experience.

In the academic sphere, the study contributes by deepening the understanding of discursive strategies in seasonal and digital contexts within the cosmetics sector, integrating perspectives from consumer behavior and digital marketing. As a methodological limitation, the qualitative nature of the research stands out, which did not include quantitative performance indicators for a more comprehensive comparison of strategies. Additionally, the difficulty of accessing more complete and updated literary works in Portuguese or in public digital libraries posed a challenge in constructing the theoretical framework. For future studies, it is suggested to replicate the analysis by including quantitative metrics of engagement and sales, allowing for a more robust evaluation of the impact of discursive strategies. It is also recommended to investigate consumer perception of the coherence between brand discourse and delivery experience across different sectors, especially in a scenario of rapid transformations driven by artificial intelligence and changes in consumption behavior.

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Article originating from the Final Course Work of the Specialization in Marketing of the MBA USP/Esalq

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