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The Brazilian class C women perception regarding premium mass products in the beauty industry
Recently, emerging markets became a potential target for the beauty industry and Brazil is becoming a profitable market for premium cosmetic products (Euromonitor International, 2013). The low-income population in Brazil ...
Word of mouth marketing in the digital age: a case study analysis of viral marketing campaigns
The digital age saw the rise of the consumer focused-enterprise. Every day brands and products are the subject of millions of conversations in which consumers exchange views, opinions and information before making the ...
Launching a new selective skincare brand in Asia and Europe
O mercado de beleza é extremamente competitivo, tendo uma facturação de 145 biliões € em todo o mundo e registando uma taxa de 4% de crescimento anual. O mercado da beleza inclui os cuidados com o cabelo, rosto, maquilhagem, ...
Luxo e consumo consciente: eles são realmente paradoxais? Um estudo sobre o comportamento de consumo de consumidoras de luxo brasileiras e portuguesas
Consuming luxury is usually a self-centered activity, based on hedonistic and differentiation purposes. Conscious consumption, on the other hand, is driven by social and environmental concerns about the well-being of the ...