Desafios e oportunidades no processo de internacionalização de empresas no segmento de higiene pessoal, perfumaria e cosméticos

Abstract

This study explores the internationalization process of companies focused on the Brazilian personal hygiene, perfumery, and cosmetics segment. The study observes the forms of insertion of the companies as well as the performance of marketing strategies and factors that influence the purchase. The study also analyzes the industry and consumer behavior of personal care products, perfumes and cosmetics. It also shows how the process of some companies in the segment in Brazil was. The methodology used in this study is descriptive with a qualitative approach and literature review. The results indicate that the analysis of the consumer profile and its influencing factors is decisive for the success or failure of the internationalization of a company.