Abstract
Abstract This study sheds light on the perspective of Black female consumers in regard to certain effects of marketing initiatives adopting the literature on demarketing as a framework. The context examined is their experience with the market of hair beauty and care. Media actions are analyzed along with narrative interviews in order to understand the phenomenon. The findings reveal a dominant structural pattern which perpetuates the marginalized status of Black women’s natural traits. Emerging market initiatives point to movements concerning the visibility of these female consumers, who despite being eager to consume, have their demand discouraged. This suggests that they perceive selective and veiled demarketing as one of the results of marketing actions. The analysis invites for theoretical reflections on demarketing and veiled racism in Brazil.
Highlights
Black Brazilians experience unequal relations in several areas of social life (IPEA, 2013) and consumption is one of them (MARTINS, 2015; TELLA, 2006)
“How do Black female consumers perceive current marketing actions related to the offerings of hair beauty and care products and services?” This question stimulated our reflections concerning a group of consumers that has started to broadly manifest their dissatisfactions with the market and to expose the racism experienced in the quotidian life (ZAMORA, 2012)
The second part of the analysis presents emerging market aspects which suggest paths and movements towards a greater visibility of Black female consumers who are returning to their natural hair texture and facing racism
Summary
Black Brazilians experience unequal relations in several areas of social life (IPEA, 2013) and consumption is one of them (MARTINS, 2015; TELLA, 2006). The focus of the present study is on the experience of Black female consumers with offerings of hair beauty and care products and services. “How do Black female consumers perceive current marketing actions related to the offerings of hair beauty and care products and services?” This question stimulated our reflections concerning a group of consumers that has started to broadly manifest their dissatisfactions with the market and to expose the racism experienced in the quotidian life (ZAMORA, 2012). In order to investigate how Black female consumers perceive current marketing actions within the hygiene and beauty markets, we have followed social media posts, virtual groups, blogs, YouTube videos and other media initiatives related to the topic for two years. The data was analyzed along with the in-depth narratives obtained from fifteen interviews with Black women concerning hair care
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