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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

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