01. Universidade Federal Rural de Pernambuco - UFRPE (Sede)
URI permanente desta comunidadehttps://arandu.ufrpe.br/handle/123456789/1
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2 resultados
Resultados da Pesquisa
Item O paradigma da indústria cosmética no século XXI: o homem um novo mercado(2024-09-30) Barbosa, Rafaela de Souza; Sousa, João Morais de; http://lattes.cnpq.br/9057718684364301; http://lattes.cnpq.br/4333220150655629This monograph aimed to analyze the influence of the cosmetics industry on men. In essence, it addresses a dynamic study that precisely delimits the compelling viability of the aesthetic standard adopted by the male public today. In view of this, the participation of the media, especially social networks and digital influencers, partnerships with the cosmetics industry, in the launch of products and effective conquest of this public are visible. In addition, it has a representative study on the behavior of men in ancient times and their relationship with the aspect of beauty, considering its importance and influence at the time. In short, it presents a presentation of research data on the acceptance and adherence of men in the world of beauty, with reference to cosmetics. The objectivity of this study is quite representative and aims at the interpretation of informative and comparative data, in addition to the investigation of men's behavior in relation to the cosmetics sector. This monograph has a bibliographic, qualitative, descriptive and informative study, through research in digital books, articles and educational websites. Therefore, it is clear that the cosmetics industry has definitely won over the male audience and has been launching more and more products aimed at them, whose acceptance is quite representative.Item O negócio da beleza: conhecendo o público masculino e o consumo de serviços e produtos de bem-estar(2023-09-15) Farias, Nataly Lira Veloso de; Falcão, Carolina Cavalcanti; http://lattes.cnpq.br/9887570122994623; http://lattes.cnpq.br/5192625199647512The male beauty market is constantly changing, and understanding the consumption habits of this audience, as well as developing strategies to attract male consumers, are essential. This study aims to fill a gap in research on the consumption of aesthetic products and services by the male public, employing the integration of marketing with the study of gender to generate effective tools and tactics. By identifying the characteristics of this audience, analyzing their needs and motivations, as well as proposing personalized marketing strategies, we seek to contribute to the growth and improvement of the beauty market aimed at men and, in particular, aesthetic clinics. This project employed a qualitative methodological approach, based on bibliographic analysis, as well as a quantitative approach, using questionnaires as a research instrument. In this context, a survey was conducted using a questionnaire aimed at the target audience, made up of male consumers of beauty services and cosmetic products. The objective is to understand how marketing and gender studies can generate tools and strategies that awaken desire and attract the male public to consume aesthetic services and cosmetic products. This takes into account socio cultural transformations over time and how these changes influence the human behavior of this new consumer model. Recognizing that the beauty market is a sector in constant expansion and innovation, both in terms of products and services, and being one of the most promising segments, the beauty industry boosts the Brazilian economy and creates countless opportunities. Men's interest in self-care has significantly contributed to this growth. The results of this research highlight the main motivations that influence men's consumption behavior, with the opinions of friends and family being the primary influencing factor, followed by expert opinions. Finally, it can be observed that the surveyed group indicated self-image and personal well-being as the main motivations for the consumption of aesthetic products and services.