Mercado de beleza e empreendedorismo fashion: uma revisão bibliográfica

Abstract

The objective of this research is to understand how consumer behavior has changed over the years, up until the present day, and how this has impacted the beauty market and its target audience. Through a literature review, it was possible to conclude that the beauty market has been increasingly encompassing new segments, and this opens space for entrepreneurship, which, combined with the implementation of strategies, guarantees a highly profitable sector that contributes to the maintenance of brands. However, although it is clear that the articles lack a more in-depth approach to these new types of consumption, it is possible to see that this sector has been diversifying and including new segments successfully.