Follow us twitter facebook
Edition: Brazil
Click here to subscribe toour free weekly newsletter click here
Markets & trends

Cosmetics and personal care is perceived as the most reliable industry according to Brazilian consumers

Product quality, innovation and ethical behavior – based on these three areas, the Datafolha institute conducted a survey commissioned by Brazilian agency Imagem Corporativa (‘Corporate Image’) to assess the credibility of companies operating in ten different industries. They were selected for maintaining a high degree of interaction with customers, working with well-known brands across the country and offering products or services used by consumers on a regular basis.

Avon's plant in Sao Paulo

Avon’s plant in Sao Paulo

The result was released in the first Corporate Reputation Index Imagem Corporativa/Datafolha, which had the cosmetics and personal care industry voted the most reputable of Brazil. On a scale from zero to ten, the category scored 7.4 on quality and innovation and 7.0 on ethics, leading the ranking of Brazil’s most reliable industries. The research interviewed over 2,000 consumers in 135 Brazilian cities.

The beauty category was followed by vehicles, food, retail, airlines, beverages, banks, credit card companies, telecom and health plans. In all categories, the worst scores were given to the ethical behavior of corporations, i.e. their intent to act correctly and transparently.

Avon's plant in Sao Paulo

Avon’s plant in Sao Paulo

However, lack of quality is the reason for the highest rejection rate among the companies. On a multiple-choice question, 56% of interviewees said they stopped using a product or service for this reason. Next came misleading advertising (37%) and lack of knowledge of the brand (34%).

The next Corporate Reputation Index Imagem Corporativa/Datafolha is scheduled to be conducted within the next six months.

© 2014 - Brazil Beauty News - www.brazilbeautynews.com

latest news
Focus
Centdegrés designs Eudora's new eau de parfum: Impression

Centdegrés designs Eudora’s new eau de parfum: Impression

Impression, the latest men’s fragrance by Eudora, aims sophisticated consumers with woody and amber notes based on cistus labdanum, musk and patchouli. The Boticario Group brand has entrusted Centdegrés for the bottle design. The agency took inspiration from an hourglass symbolizing time and the importance to take advantage of (...)

read more
Experts’ views
Dr Dennis Gross: Dedicated to leading the US advanced skincare market

Emmanuelle Bassmann
Dr Dennis Gross: Dedicated to leading the US advanced skincare market

What is the new face of Doctor Brands? What is the strategy of leading skincare brands launched by Medical Doctors or medical-oriented? After an overview of Skinceuticals’ values and strategy let’s now focus on Dr Dennis Gross. Dr Dennis Gross skincare line formed in 2002, was inspired by the skincare concerns of patients at his NYC (...)

read more

Features