The relationship between fashion and beauty blogs and cosmetics companies

The blog was created in the late 1990s, and over the years, some blogs have gained prominence in their segment. These blogs are written by charismatic bloggers who attract the attention of readers and, consequently, companies that wish to form partnerships. This study aimed to analyze the relationship between fashion and beauty bloggers and cosmetics companies. To this end, a qualitative study was conducted using a multiple case study research strategy. Evidence was collected through focused interviews with three fashion and beauty bloggers, through the websites of cosmetics companies and blogs in the fashion and beauty segment available on the internet, in order to explore how partnerships between them occur. Based on the analysis of the evidence, it was found that the fashion and beauty bloggers interviewed are professionals and maintain partnerships with national and international cosmetics companies. The relationship can occur in four ways: banners, advertising posts, advertorials, and also with the manufacture of cosmetic products in partnership with blogs.