Perspectivas do consumo de produtos cosméticos verdes para a composição de portfólio empresarial

Juliana Ezidoro; Rafael Guem Murakami; Bruno Andrade Costa

Authors

Juliana Ezidoro USP/Esalq https://orcid.org/0009-0000-3892-6747
Rafael Guem Murakami Universidade Cidade de São Paulo https://orcid.org/0000-0002-5270-278X
Bruno Andrade Costa USP/Esalq https://orcid.org/0000-0002-4320-8587

Keywords:

consumption behavior, slow beauty, green beauty, clean beauty, genderless cosmetics

Abstract

An exponential growth in the Brazilian cosmetics market is underway, started in the last decades, placing Brazil in fourth place in the world ranking of consumers of personal care products, perfumery and cosmetics, even in the face of the challenges faced by the sector amid the limitations imposed by the pandemic of the new Coronavirus - SARS-CoV-2, where the national industry obtained, in 2021, a significant increase in exports. It is clear that the current consumer has modified their behavior and consumption trends and that new value configurations for consumer products are evidenced and reinforced, showing that consumers are happy with organizations that have an ecological bias, so that green products are valued by consumers and informed by the need to identify with their ethical positioning and socio-environmental concerns, influencing their purchase decisions. Thus, it is vital for companies to establish an internal dynamic capable of perceiving such movements and responding adequately to the market's consumption desires. The objective of this study is to guide retail operations for a company in the HPPC sector, with a predominant focus on direct sales. The methodology applied was built based on electronic direct-to-consumer survey and systematic mapping of the data gathered in the market environment, worked with emphasis on decision making related to the composition of the product portfolio and the expression of value for the market.

Author Biography

Rafael Guem Murakami, Universidade Cidade de São Paulo

Graduated in Information Systems from Universidade Presbiteriana Mackenzie (2005), degree in Accounting from Universidade Anhembi Morumbi (2018), specialization in Business Logistics from Faculdade Anchieta (2007), specialization in Teacher Training for Higher Education (2015), MBA in Finance and Banking from Centro Universitário das Faculdade Metropolitanas Unidas (2019), specialization in Project and Portfolio Management from Universidade Anhembi Morumbi (2019), Specialization in Management and Digital Marketing from Universidade Católica Dom Bosco (2022), Specialization in MBA in Management in Accounting and Business Finance from Faculdade AJES (2022), Specialization in Technology and Distance Education from Faculdade AJES (2022), Specialization in Tutoring in Distance Education from Faculdade AJES (2022), Specialization in MBA in Digital Business from USP/Esalq (2022) and a master's degree in Accounting from the FECAP University Center (2020). He is currently a professor at Faculdade Flamingo, face-to-face tutor at Universidade Cidade de São Paulo and advising professor at USP/Esalq. He has experience in general EaD coordination, higher education courses and EaD tutoring, in the area of Computer Science, with an emphasis on Computer Systems, working mainly on the following topics: distance education, accg, innovation, health costs, higher education, opme , software requirements, inclusion of deficient bibliometric research, technological development and cloud computing.

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