O ELECTRONIC COMMERCE AND THE STRATEGIES OF MARKETING AND DISTRIBUTION CHANNELS OF A LARGE BRAZILIAN COSMETICS PRODUCER AND RETAILER IN THE PANDEMIC

Abstract

Virtual commerce had the opportunity to expand, aided by the type of direct sales during the COVID-19 pandemic for the cosmetics segment in Brazil. Stimulating the observation of new strategies for creating content in Digital Marketing and for investments in e-commerce to intensify with the support of channels and marketing and distribution throughout the delivery process to the final consumer. This study aims to evaluate the immediate improvement actions for e-commerce, as well as demonstrate the importance of strategies in marketing channels for the growth of a Brazilian cosmetics company, during the pandemic and social isolation in favor of its consultants and direct sales consultants with the support of ecommerce. The methodology used was a single case study, using the company's data collection technique in the years 2020 and 2021. It considers that the company brings the philosophy of investing in face-to-face (traditional) and digital distribution channels, from challenging periods, serving as a management model for the branch segment. At the end of this article, the practices evidenced by the single case study can demonstrate the use of new strategies for distribution channels for the continuity of marketing policies in companies, overcoming challenging estimates in periods of human catastrophe.