Articles

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

Ana Livia da Silva Bastos, Camila Graziele Olivo Moura, Donovan Cauet Santos, Karen Karolyna Pereira Souza, Steffanny Geidiane Maciel Gomes, Prof. Me. Eder Freitas

… holar; 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 credib …