Processo de internacionalização da empresa Mary Kay cosméticos e sua inserção no mercado brasileiro

Abstract

This study explores the internationalization of cosmetic companies, focusing on the case study of the multinational: Mary Kay. The study analyzes the global and domestic cosmetics industry, noting the strategic behavior for the internationalization of follow-up enterprises. The survey also asks about the marketing performance of this industry and its consumers, and their concern with the physical appearance that leads the cosmetic industry to its global success. The study noted a performance of the companies in direct sales, it was possible to conclude a connection with the distribution and the type of the internationalization strategy undertaken by them. It was also observed that the company studied in this research starts its internationalization in Brazil through exports, acting by distribution centers and direct sales.