Marajoara symbolism in body care

Abstract The symbolism of Marajoara archaeological ceramics was chosen as emblem of Brazilian national identity in the late nineteenth century in view of the Brazilian state’s political projects. Accordingly, the state used the first archaeological studies that were carried out at the National Museum of Rio de Janeiro to consolidate its choice for these objects as an emblem of this bold identity. Thus, since the science of the late 1800s, this symbolism was applied to art, architecture, fashion, banknotes, carnival, public and private space, until contemporary times. However, the use of this symbolism in body care is noteworthy, as in clothes, perfumes, accessories, among others, with the ‘Marajoara brand’. This article is about this process of re-signifying body care based on the use of ‘Marajoara’ objects.