MARKETING STRATEGIES IN BEAUTY SALONS: A CASE STUDY OF BELLA STUDIO (MEI)

Abstract

This study analyzes marketing strategies for client acquisition, loyalty, and retention in beauty salons classified as micro-entrepreneurs (MEIs), based on a case study of Bella Studio (Guarujá/SP). Using literature reviews and questionnaires, weaknesses were identified, such as lack of performance analysis, limited use of digital tools, and communication centralized in the owner. Clients highlighted trust, hygiene, hospitality, and social media as decisive factors. Ten low-cost actions were proposed, including professional training, digital profiles, loyalty programs, and online courses. Findings indicate that organized and digital practices strengthen the salon’s image, expand clientele, and foster sustainable relationships