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BRAND DYNAMICS AND CONSUMER TRENDS IN THE COSMETICS MARKET: FROM THE MARKETING MIX TO COHERENCE BETWEEN PROMISE AND DELIVERY

Ana Livia da Silva Bastos1 , Camila Graziele Olivo Moura1 , Donovan Cauet Santos1 , Karen Karolyna Pereira Souza1 , Steffanny Geidiane Maciel Gomes1 , Prof. Me. Eder Freitas2

  1. Paulista University
  2. Universidade Paulista
Received
Nov 8, 2026
Accepted
Nov 8, 2026
Published
Nov 10, 2026
Issue
Vol. 2, No. 1 (2026), p. 11-19
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Abstract

Introduction: the Brazilian cosmetics market is growing amid a wide variety of brands and a strong presence of digital content, which makes differentiation harder. Objective: to analyze the challenges companies in the sector face to stand out and to discuss how visibility, credibility and loyalty relate to one another. Methods: qualitative, exploratory and descriptive bibliographic research, searching Google Scholar; market sources were used only as context. Results: the trajectory of the marketing mix, from the 4Ps to Marketing 4.0, shifts the focus from the company to consumer trust; influencers and exposure are associated with acceptance, generally through credibility, and excess supply harms choice only under specific conditions. Conclusion: visibility, credibility and loyalty are distinct outcomes, linked by coherence between promise and delivery; evidence specific to cosmetics remains scarce.

KeywordsCosmeticsMarketing mixBrand equityInfluencer marketingCustomer loyalty
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References

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Article information

Section
Review Articles
History
Received Nov 8, 2026 · accepted Nov 8, 2026 · published Nov 10, 2026 (1 day from submission to publication)
Funding
No
Copyright
© 2026 Ana Livia da Silva Bastos, Camila Graziele Olivo Moura, Donovan Cauet Santos, Karen Karolyna Pereira Souza, Steffanny Geidiane Maciel Gomes, Prof. Me. Eder Freitas
License
CC BY 4.0

About the authors

Prof. Me. Eder Freitas — Master in Healthcare Management - Must University