The Latina's beauty bag: emotional impact on consumer behaviour

This article aims to understand Latin American women's relationship with make-up by mapping and quantifying the contents of women's 'beauty bags'.

The Latina's beauty bag: emotional impact on consumer behaviour

Paola Toscano and Fernanda Nobrega

View the presentation deck for this paper

Background information

High bonding and emotional connections with consumers is intrinsic to the Beauty and Care categories. This is one of the reasons this basket keeps growing – even slowly – during economic crises.

Make-up still intensifies this relation as it conveys crucial values to women for sustaining their achievements within modern and post modern society, such as confidence, self-esteem and strength to do things differently by reinforcing their identity and conquering their space within family, work...

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