International Journal of Humanities and Social Science

ISSN 2220-8488 (Print), 2221-0989 (Online) 10.30845/ijhss

The Brazilian Beauty Industry and the Cosmetics Market For Frizzy / Curly Hair
Jeane Rosa Gomes, Francisco Alberto Severo de Almeida, Jorge Manoel Adão, Marcelo Duarte Porto, Ronaldo Rodrigues da Silva

This research aimed to get to know the beauty industry and aspects of the creative economy focused on social and cultural movements, as well as cosmetics market consumers' perception fated to the public with frizzy / curly hair. The research is exploratory and descriptive, based on bibliographical, documentary and field research. The field research instrument, applied to 100 (one hundred) consumers of products for frizzy and curly hair, was organized and structured to identify the profile of consumers of cosmetics for frizzy / curly hair, as well as to contextualize the conditioning paradigms of the marketing compound in the beauty industry. Finally, I concluded that the culture of affirming the use of frizzy/ curly hair in a natural way is a niche market that will demand from the beauty industry in the next decades, without a doubt, marketing strategies for the formation of portfolios of cosmetic products for this segment of the market.

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