Banca de QUALIFICAÇÃO: THAMIRES VIEIRA GERMANO

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : THAMIRES VIEIRA GERMANO
DATE: 09/12/2021
TIME: 08:00
LOCAL: Sala de videoconferência do Google: meet.google.com/deb-kusy-fjc
TITLE:

CONSUMER PROFILE ANALYSIS TO CREATE A NEW COSMETIC BRAND

KEY WORDS:

innovation; natural cosmetics; business model; sustainability

PAGES: 47
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUBÁREA: Administração de Empresas
SPECIALTY: Administração da Produção
SUMMARY:

Even through periods of crisis that resulted in the retraction of several industries, the industry of personal care products, perfumes and cosmetics (HPPC) was one of the least affected. According to the Brazilian Association of the Personal Hygiene, Perfumery and Cosmetics Industry (ABIHPEC), Brazil currently has the fourth largest consumer market for HPPC products, moving around US$ 23.738 billion, which corresponds to 4.9% of consumption worldwide. This dissertation aims, therefore, to study the profile of the cosmetics consumer in Brazil and to implement a business model for a startup of technological cosmetics, which was created according to the results of a questionnaire through the Google platform. The goal is to check if there is a consumer demand for multifunctional and natural cosmetics. The results were: 217 people aged between 18 and 64 years and two people aged over 64 years responded to the survey (accessed on October 7, 2021). 82.2% are women and 17.8% are men. Gender and age were considered as parameters to obtain more specific results. The persona would be a woman between 25 to 44 years old, has an income of 1 to 3 minimum wages and a higher education degree, a cosmetic draws her attention by its ingredients, she buys cosmetics mostly to replace once it is finished, she researches online about the product before the purchase, tries new brands, prefers products with natural ingredients, however, do not buy if they are less efficient than conventional cosmetics. The survey results are similar to the information found in literature and justify the creation of a new cosmetic brand.

BANKING MEMBERS:
Presidente - 1789788 - ADLEY ANTONINI NEVES DE LIMA
Interna - 1753896 - ZULMARA VIRGINIA DE CARVALHO
Externo à Instituição - LÍVIO CÉSAR CUNHA NUNES