This study analyzes consumer perception and attitude toward rebranding in the beauty industry, focusing on changes in brand communication. The research, qualitative and exploratory in nature, used in-depth interviews with 13 participants to understand how advertising campaigns are received and interpreted. The analysis revealed that elements such as symbolic identification, visual clarity, and alignment with social values influence both perception and attitude. More inclusive and authentic campaigns were associated with greater acceptance and engagement. The findings highlight the importance of listening to consumers in the repositioning process and in building meaningful connections with the audience.