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The dialogue that cosmetic brands maintain with their followers on social networks generates a feeling of community and belonging that strengthens emotional ties. This two-way interaction between them has made it easier for many of these brands to opt for content co-creation, and even new products, as a communication and marketing strategy. In this way, user-generated content (UGC) is becoming one of the most widely used techniques. In Spain, research on brand co-creation and its effects is still quite scarce in the fashion and cosmetics industries, although in a recent work Lorenzo-Romero, Cordente-Rodríguez, and Alarcón-del-Álamo (2019) reaffirm the use of brand co-creation as a marke-

Co-creación, contenido y comunidad: nuevas bases del engagement digital en marcas de cosmética