Simbolismo e extensão do self no consumo de produtos de beleza

Abstract

The objective of this research was to understand the meaning assigned by the women of the new middle class to their beauty products and how these products are used by these women to extend their self. For thus, was conducted 24 personal and in depth interviews with women of new middle-class. The results revealed different sources of meaning assumed by beauty products, emphasizing the identification, whereby the self extended occurs. Also noteworthy is the " therapeutics" dimension assumed by these products, that often act as "antidotes to sadness" or "reparative of self-esteem". It is hoped that this study contribute to fill a theoretical gap in terms of understanding the behavior of Brazilian women belonging to the new middle class relative to consumption of beauty products, and provides insights for developing of strategies and management decision.