Banca de QUALIFICAÇÃO: THAÍSSA VELLOSO CASTELO BRANCO

Uma banca de QUALIFICAÇÃO de DOUTORADO foi cadastrada pelo programa.
STUDENT : THAÍSSA VELLOSO CASTELO BRANCO
DATE: 21/09/2023
TIME: 10:00
LOCAL: PPGA
TITLE:

THE DARK SIDE OF BEAUTY: A STUDY ABOUT THE VULNERABILITY OF THE SKIN CARE COSMETICS CONSUMER

KEY WORDS:

Consumer Vulnerability; Cosmetics; Skin care

PAGES: 70
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUMMARY:

The cosmetics consumer market in Brazil is in a prominent position concerning other countries around the globe. To reach expressive numbers and attract more and more buyers, the cosmetic industry makes use of two main strategies. The first is the use of marketing claims on the labels that may not be faithful to the actual composition of the cosmetic, with the potential to deceive the consumer. The second strategy consists on the use of advertising, capable of delivering intangible results as an appeal and, consequently making the consumer feel powerless. The use of these two strategies reveals the “dark side” of marketing that is directly related to the concept of consumer vulnerability. Despite the relevance of the topic, there is a shortage of studies on cosmetics utilizing the theory of vulnerability as a background for their analysis. In light of this, it became necessary to conduct a systematic review of the cosmetovigilance literature, a related theme, capable of bringing evidences about the vulnerability of the cosmetics consumer. In this survey, skin care cosmetics stood out in the ranking of suspect products, able to promote various adverse reactions in consumers. Therefore, this research aims to propose a model of the vulnerability of skin care cosmetics consumers. For this, we will conduct a multimethod research. The qualitative phase will include the use of focus groups to explore the dimensions that contribute to the vulnerability of skin care cosmetics consumers. The quantitative phase will include instrument development procedures, evidence of validity verification, and model relationships testing.

COMMITTEE MEMBERS:
Interna - 2100944 - ELUIZA ALBERTO DE MORAIS WATANABE
Externo à Instituição - MARCELO DE REZENDE PINTO - PUCMinas
Externo à Instituição - NELSIO RODRIGUES DE ABREU - UFPB
Interna - 1905467 - PATRICIA GUARNIERI DOS SANTOS
Presidente - 1299852 - SOLANGE ALFINITO