Resumen

ALMEIDA, Raphaella de. Visagism as a Personal Branding Tool: Deconstructing Feminine Beauty Standards in Contemporary Society. Revista Convergências [online]. 2021, vol.14, n.27, pp.105-114.  Epub 31-Mayo-2021. ISSN 2184-0180.  https://doi.org/10.53681/c1514225187514391s.27.91.

The present study seeks to prove how the concept of Visagism, known and used mainly in the area of ​​beauty, linked to the concept of personal branding, helps in the development of the brand, managing to highlight little explored and unknown points of the person's personality, consequently making it more human. and rescuing originality and personality for your brand, demystifying the beauty standards established in contemporary times. The management of personal image, always aims to build a prominent figure that is remembered and that conveys truth, becoming more known, more desired and remembered in the market, thus being a broader concept than just strategic management, since it is also linked to who you are and everything that makes you unique and true, becoming more positive in the minds of consumers. The work confirms the relevance of visagism as an active tool, which through the reading of the face lines, the knowledge of the personality and characteristics of each person, thus achieving the most authentic thing that the person can transmit, transforming data into material to assist and develop more accurately a consolidated or developing personal brand that will leave its mark on the world. The new technique was applied, on social networking sites, a search for new business plans, specifically to the female audience, which seeks to stand out from the mass. The methodology used is based on bibliographic research from authors such as Zygmunt Bauman, Wolfgang Haug, Philip Kotler and Philip Charles

Palabras clave : Personal Branding; Visagism; Female public; Beauty Standards.

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