Communication strategies used to promote the made in Portugal in cosmetics

Abstract

This paper pretends to study the integration of the ‘Made in Portugal’ concept in the communication of cosmetic brands. To this end, a qualitative methodology was followed: 39 brands were coded through a combination of deductive and inductive approaches of content analysis. Results demonstrated that these brands use communication strategies to promote the Portuguese factor, highlighting the name of the country or the region of origin, emblematic buildings, typical landscapes or the flag of Portugal. The strategies take verbal and visual formats and convey mostly affective and cognitive values. Managerial recommendations and future academic development recommendations are presented in the end.