L'oreal Paris

Nati Valerio's audience encompasses several key segments within the Brazilian beauty market, each with distinct characteristics and needs. The primary audience consists of trans women and travestis aged 18-34 undergoing transition. Psychologically, they seek auto-acceptance, security, and validation, viewing makeup as a tool for self-recognition, feminine image construction, and protection against social aggression. They are willing to invest in products and educational resources that deliver tangible results, aligning with the "masstige" concept of accessible premium products. Due to a lack of specialized knowledge, they heavily rely on online tutorials, often finding that cisgender influencers fail to address their specific needs. Their preferred channels include TikTok for quick tips and humor, and YouTube/Instagram for in-depth tutorials and community building. Secondary audiences include beauty brands (B2B) seeking User-Generated Content (UGC) for authentic reviews and tutorials, capitalizing on the trend of influencer marketing focused on diverse and genuine narratives. Additionally, the Ballroom community and pop enthusiasts form another segment, valuing aesthetics, dance, and belonging. They follow Nati for her status as a "Mother" and her achievements in the "Face" category, which assesses bone structure, skin, and the ability to create a flawless illusion. The audience's latent pain points include the technical difficulty of concealing beard shadow, insecurity about perceived masculine bone structure, and frustration with tutorials designed for cisgender women. Their desires center on achieving harmonious and natural facial feminization, feeling supported by a maternal and technically skilled figure, and learning to purchase effective products without overspending.