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...