THE CONSTRUCTION OF TECHNICAL AUTHORITY IN BEAUTY: THE IMPACT OF OWN METHODOLOGIES AND THE CASE STUDY “DREAM HAIR”

Abstract

This article presents an in-depth analysis of the construction of technical authority in the beauty sector, focusing on the creation and application of proprietary methodologies as a strategy for differentiation, customer loyalty, and market positioning. A qualitative literature review was conducted, combining recent scientific evidence with a case study describing the “Dream Hair” and “Ideal Blonde” methodologies developed by professional Ferraz. The references used include studies addressing service personalization, technological innovation, personal branding, and socioeconomic impacts, allowing for the integration of theoretical foundations and consolidated practices. The results indicate that developing a structured proprietary method enhances consistency in delivering results, increases perceived value, and strengthens the professional’s reputation, functioning as a quality seal recognized by clients. When personalization is incorporated into the method, it contributes to greater customer loyalty and justifies higher investments, while creating competitive barriers. The analysis also revealed that proprietary methodologies can generate impacts beyond the aesthetic field, including job creation, training of new professionals, and strengthening of the local economy. It was observed that the longevity and relevance of these methodologies depend on constant updates and effective communication of their differentials. It is concluded that a proprietary methodology is a strategic and multifunctional asset in the beauty sector, integrating technique, identity, and purpose into a replicable and adaptable model, capable of consolidating technical authority and generating a positive impact in the market and society.