{"id":12020,"date":"2009-03-10T03:10:11","date_gmt":"2009-03-10T03:10:11","guid":{"rendered":"https:\/\/www.sisinternational.com\/building-emotional-connections-in-cosmetics-and-our-research-findings\/"},"modified":"2025-09-16T00:57:35","modified_gmt":"2025-09-16T04:57:35","slug":"construindo-conexoes-emocionais-em-cosmeticos-e-nossos-resultados-de-pesquisa","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/pt\/building-emotional-connections-in-cosmetics-and-our-research-findings\/","title":{"rendered":"Construindo conex\u00f5es emocionais em cosm\u00e9ticos"},"content":{"rendered":"
\"Pesquisa<\/figure>\n\n\n\n
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Beleza significa neg\u00f3cios.<\/h2>\n

Cosmetics are often considered a \u201clow-involvement\u201d product, meaning customers often spend little effort choosing between different products. In an age of cosmetic conglomerates rapidly reverse-engineering products, companies are finding that an emotional connection can be an effective way to build brand loyalty.\u00a0 Loyalty is important because it can lower customer acquisition costs, which can be high in the beauty market.<\/span><\/p>\n

We conducted ethnography with women aged 18-22 for a major global cosmetics company.<\/h2>\n

Acompanhamos mulheres que usavam cosm\u00e9ticos diariamente e gastavam uma quantia consider\u00e1vel de dinheiro por semana em cosm\u00e9ticos, a fim de entender suas rotinas di\u00e1rias, h\u00e1bitos de compra e necessidades dos clientes em rela\u00e7\u00e3o aos cosm\u00e9ticos. As descobertas foram fascinantes e indicaram que as mulheres usavam principalmente cosm\u00e9ticos para satisfazer necessidades funcionais, como esconder manchas e pele oleosa. Mas a pesquisa tamb\u00e9m encontrou uma grande oportunidade para capturar os benef\u00edcios emocionais do produto, como o v\u00ednculo com outras mulheres.<\/span><\/p>\n

Make up was an art satisfying needs for control, fun, self-expression, and confidence<\/h2>\n

Beyond the functional uses for cosmetics, an emotional connection emerges when both functionality and a positive usage experience are satisfied.\u00a0 Make-up is overwhelmingly intertwined with social dynamics. Friends are often \u201cinfluencers.\u201d\u00a0 Marketers need to treat friends as important influencers in the purchasing process, just as a cereal company considers children as influencers in the purchasing decisions of their parents.\u00a0 Even though cosmetic addicts may \u201ccheat on\u201d their favorite product in euphoric shopping experiences, they consistently come back to products with which they have emotional connections.<\/span><\/p>\n

Oportunidades para profissionais de marketing de beleza:<\/h2>\n