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Science, R&D

What does influence the purchase of a cosmetic product?

The 29th Brazilian Congress of Cosmetology, organized by the Brazilian Association of Cosmetology (ABC) on 10-12 May 2016 at the Transamerica Expo Center, will discuss how the cosmetics companies can use new marketing techniques to understand and try to influence the human brain. The presentation will be given by Rodrigo Toni from Perception Brazil, a subsidiary of Grupo Investiga Instituto de Pesquisa.

João Hansen, president of ABC

João Hansen, president of ABC

Neuromarketing is a relatively new technique that has gained much prominence in the corporate world in recent years. The technique is based on the use of high tech medical investigation, such as magnetic resonance imaging and electroencephalography, to identify and study the different responses of the human brain to stimuli caused by an advertisement or advertising campaign. From this information, companies can understand why consumers make certain decisions and which parts of the brain are motivating them.

With such information in hand, marketers can learn what is the most effective to stimulate the consumer: the packaging colour, the smell of the product or any other factor that will be decisive in the development of a more effective marketing strategy?

Neuromarketing is already widely used in the food, advertising, banking and sports sectors. In the cosmetics industry, which will be the focal point of the event organized by ABC, the situation is not different. Actually, most of the main companies in the sector are now enjoying the benefits of neuroscience in various categories, such as fragrances, skin care and makeup.

The latest launches of cosmetic products demonstrate how an appropriate balance between the product colour, its smell and the packaging shape can enhance consumer’s perception," highlights João Hansen, president of ABC.

The detailed program and registration are available at:

© 2016 - Brazil Beauty News -

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