Skip to content

Oxton Research Identifier · persistent identifiers and open metadata for scholarly publications

ORI — Oxton Research Identifier Oxton Research Identifier
Menu

ORI record

ORI:10001/2026.0009 Published

BRAND DYNAMICS AND CONSUMER TRENDS IN THE COSMETICS MARKET: FROM THE MARKETING MIX TO COHERENCE BETWEEN PROMISE AND DELIVERY

Ana Livia da Silva Bastos1, Camila Graziele Olivo Moura1, Donovan Cauet Santos1, Karen Karolyna Pereira Souza1, Steffanny Geidiane Maciel Gomes1, Prof. Me. Eder Freitas2

  1. 1Paulista University
  2. 2Universidade Paulista

Oxton Science JournalOxton Education

Published
10 Nov 2026
Volume and issue
Vol. 2, n. 1
Pages
11–19
Language
English
Type
Review article
License
CC BY 4.0
Access article View in journal Cite

Abstract

Introduction: the Brazilian cosmetics market is growing amid a wide variety of brands and a strong presence of digital content, which makes differentiation harder. Objective: to analyze the challenges companies in the sector face to stand out and to discuss how visibility, credibility and loyalty relate to one another. Methods: qualitative, exploratory and descriptive bibliographic research, searching Google Scholar; market sources were used only as context. Results: the trajectory of the marketing mix, from the 4Ps to Marketing 4.0, shifts the focus from the company to consumer trust; influencers and exposure are associated with acceptance, generally through credibility, and excess supply harms choice only under specific conditions. Conclusion: visibility, credibility and loyalty are distinct outcomes, linked by coherence between promise and delivery; evidence specific to cosmetics remains scarce.

Keywords

CosmeticsMarketing mixBrand equityInfluencer marketingCustomer loyalty

Bibliographic metadata

TitleBRAND DYNAMICS AND CONSUMER TRENDS IN THE COSMETICS MARKET: FROM THE MARKETING MIX TO COHERENCE BETWEEN PROMISE AND DELIVERY
AuthorsAna Livia da Silva Bastos; Camila Graziele Olivo Moura; Donovan Cauet Santos; Karen Karolyna Pereira Souza; Steffanny Geidiane Maciel Gomes; Prof. Me. Eder Freitas
Affiliations
  1. Paulista University
  2. Universidade Paulista
JournalOxton Science Journal
Publication date10 Nov 2026
Received8 Nov 2026
Accepted8 Nov 2026
Volume and issueVol. 2, n. 1
Pages11–19
LanguageEnglish
Document typeReview article
PublisherOxton Education
ISSN3086-0881 (online)
Subject areasBusiness; Management; Economics

How to cite

ABNT

BASTOS, A. L. S.; MOURA, C. G. O.; SANTOS, D. C.; SOUZA, K. K. P.; GOMES, S. G. M.; FREITAS, P. M. E. BRAND DYNAMICS AND CONSUMER TRENDS IN THE COSMETICS MARKET: FROM THE MARKETING MIX TO COHERENCE BETWEEN PROMISE AND DELIVERY. Oxton Science Journal, v. 2, n. 1, p. 11-19, 2026. Available at: https://oriregistry.org/10001/2026.0009.

APA

Bastos, A. L. S., Moura, C. G. O., Santos, D. C., Souza, K. K. P., Gomes, S. G. M., & Freitas, P. M. E. (2026). BRAND DYNAMICS AND CONSUMER TRENDS IN THE COSMETICS MARKET: FROM THE MARKETING MIX TO COHERENCE BETWEEN PROMISE AND DELIVERY. Oxton Science Journal, 2(1), 11–19. https://oriregistry.org/10001/2026.0009

Vancouver

Bastos ALS, Moura CGO, Santos DC, Souza KKP, Gomes SGM, Freitas PME. BRAND DYNAMICS AND CONSUMER TRENDS IN THE COSMETICS MARKET: FROM THE MARKETING MIX TO COHERENCE BETWEEN PROMISE AND DELIVERY. OSJ. 2026;2(1):11-19. Available from: https://oriregistry.org/10001/2026.0009

BibTeX

@article{bastos202620260009,
  title = {BRAND DYNAMICS AND CONSUMER TRENDS IN THE COSMETICS MARKET: FROM THE MARKETING MIX TO COHERENCE BETWEEN PROMISE AND DELIVERY},
  author = {Bastos, Ana Livia da Silva and Moura, Camila Graziele Olivo and Santos, Donovan Cauet and Souza, Karen Karolyna Pereira and Gomes, Steffanny Geidiane Maciel and Freitas, Prof. Me. Eder},
  journal = {Oxton Science Journal},
  year = {2026},
  volume = {2},
  number = {1},
  pages = {11--19},
  issn = {3086-0881},
  url = {https://oriregistry.org/10001/2026.0009},
  note = {ORI: ORI:10001/2026.0009}
}

References

View 23 references
  1. Amaral, S. A. (2000). Os 4Ps do composto de marketing na literatura de Ciência da Informação [The 4Ps of the marketing mix in the Information Science literature]. Transinformação, 12(2). https://www.scielo.br/j/tinf/a/ZfqDJFzykWbMRcYCJJQhQgR/
  2. Ao, L., Bansal, R., Pruthi, N., & Khaskheli, M. B. (2023). Impact of social media influencers on customer engagement and purchase intention: A meta-analysis. Sustainability, 15(3), 2744. https://doi.org/10.3390/su15032744
  3. Bonotto, M., & Castañeda, M. (2025). Se digo que é bom, compre: as características valorizadas no processo de compra de cosméticos de influenciadores digitais [If I say it’s good, buy it: The characteristics valued in the purchase process of cosmetics promoted by digital influencers]. Revista Interdisciplinar de Marketing, 15(1), 76–91. https://doi.org/10.4025/rimar.v15i1.74083
  4. Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
  5. Chernev, A., Böckenholt, U., & Goodman, J. (2015). Choice overload: A conceptual review and meta-analysis. Journal of Consumer Psychology, 25(2), 333–358. https://doi.org/10.1016/j.jcps.2014.08.002
  6. Féria, L. (2026, September 14). Consumidor abandona marcas intermediárias de beleza e busca produtos mais baratos ou de luxo [Consumers abandon midrange beauty brands and seek cheaper or luxury products]. Mercado&Consumo. https://mercadoeconsumo.com.br/14/09/2026/noticias-varejo/consumidor-abandona-marcas-intermediarias-de-beleza-e-busca-produtos-mais-baratos-ou-de-luxo/
  7. Hsu, C.-L., Chang, C.-Y., & Yansritakul, C. (2017). Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity. Journal of Retailing and Consumer Services, 34, 145–152. https://doi.org/10.1016/j.jretconser.2016.10.006
  8. Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars: A literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 40(3), 327–375. https://doi.org/10.1080/02650487.2020.1836925
  9. Iyengar, S. S., & Lepper, M. R. (2000). When choice is demotivating: Can one desire too much of a good thing?. Journal of Personality and Social Psychology, 79(6), 995–1006. https://doi.org/10.1037/0022-3514.79.6.995
  10. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101
  11. Kim, H. Y., & Chung, J.-E. (2011). Consumer purchase intention for organic personal care products. Journal of Consumer Marketing, 28(1), 40–47. https://doi.org/10.1108/07363761111101930
  12. Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Do tradicional ao digital [Marketing 4.0: From traditional to digital]. Sextante.
  13. Kotler, P., & Keller, K. L. (2012). Administração de marketing [Marketing management] (14th ed.). Pearson Education do Brasil.
  14. Lauterborn, R. (1990). New marketing litany: Four Ps passé; C-words take over. Advertising Age, 61(41), 26.
  15. Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
  16. McCarthy, E. J. (1960). Basic marketing: A managerial approach. Irwin.
  17. Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, 63(4_suppl1), 33–44. https://doi.org/10.1177/00222429990634s105
  18. Pan, M., Blut, M., Ghiassaleh, A., & Lee, Z. W. Y. (2025). Influencer marketing effectiveness: A meta-analytic review. Journal of the Academy of Marketing Science, 53(1), 52–78. https://doi.org/10.1007/s11747-024-01052-7
  19. Redação Central do Varejo. (2026, June 21). Beleza premium no Brasil cresce 10% no primeiro trimestre de 2026 [Premium beauty in Brazil grows 10% in the first quarter of 2026]. Central do Varejo. https://centraldovarejo.com.br/beleza-premium-no-brasil-cresce-10-no-primeiro-trimestre-de-2026/
  20. Rocha, R. (2026, July 22). Brasileiros devem gastar R$ 260 bilhões com higiene e beleza [Brazilians expected to spend R$260 billion on hygiene and beauty]. Meio & Mensagem. https://www.meioemensagem.com.br/marketing/brasileiros-devem-gastar-r-260-bilhoes-com-higiene-e-beleza
  21. Scheibehenne, B., Greifeneder, R., & Todd, P. M. (2010). Can there ever be too many options? A meta-analytic review of choice overload. Journal of Consumer Research, 37(3), 409–425. https://doi.org/10.1086/651235
  22. Seiders, K., Voss, G. B., Grewal, D., & Godfrey, A. L. (2005). Do satisfied customers buy more? Examining moderating influences in a retailing context. Journal of Marketing, 69(4), 26–43. https://doi.org/10.1509/jmkg.2005.69.4.26
  23. Wang, L., & Lee, J. H. (2021). The impact of K-beauty social media influencers, sponsorship, and product exposure on consumer acceptance of new products. Fashion and Textiles, 8(1), 15. https://doi.org/10.1186/s40691-020-00239-0

Record history

  1. Record created 8 Nov 2026, 19:23
  2. Status changed 8 Nov 2026, 19:23 draft → reserved
  3. Metadata updated 8 Nov 2026, 19:32 Fields: volume, issue, first page, last page
  4. Metadata updated 9 Nov 2026, 01:32 Fields: article url
  5. Metadata updated 9 Nov 2026, 16:38 Fields: published date, fulltext url
  6. Status changed 9 Nov 2026, 16:38 reserved → published

I am an author of this publication — link it to your ORI researcher profile