Laghaie, ArashFernandes, Ana Rita Mendo2026-02-252026-02-252025-01-222024-12-15http://hdl.handle.net/10362/200631This study examines the positioning of personal care brands on Instagram, focusing on transparency and engagement as critical determinants of consumer perception. The perceptual map analysis reveals distinct brand strategies, with Bioderma demonstrating a strong emphasis on emotional engagement, while CeraVe differentiates itself through affordability and pricing transparency. Clinique emerges as a leader in trust and content quality but exhibits limitations in interactivity. Uriage maintains credibility despite lower engagement levels. Notably, no brand successfully integrates both high transparency and strong engagement, indicating a significant opportunity for differentiation. To address this gap, brands could leverage authentic storytelling, interactive content, and influencer collaborations to enhance their consumer relationships and strengthen their competitive positioning.engInstagramAdsOrganic contentSkincareConsumer perceptionsConsumer preferencesConjoint analysisPerceptual mapmaster thesis204129826