Young adult Brazilian beauty consumers perception of Lancôme and the effectiveness of social media relationhips with local celebrities on their purchase intention

The aim of this research is to evaluate if a premium beauty brand, in this case, Lancôme, can influence positively the purchase intention from Brazilian young adults, between 18 and 29 years old, consumers of beauty products, by initiating a relationship with a local celebrity or “it” girl on social media. This hypothesis has not been tested, and this research is a first attempt of evaluating it. Additionally, the consumer behavior, brand preferences and social media activeness of this age segment in Brazil are further studied as important insights for beauty brands to conquer these consumers. Results did not confirm the positive influence of local celebrities on this age segment’s purchase intention but several suggestions are made for future research to revisit this topic. Furthermore, there is a significant brand love for M.A.C., an international Lancôme competitor, amongst this target, as well as a probable price sensitivity facing premium beauty brands.

Portuguese architect's career

This work project addresses the differences and similarities in Portuguese architects’ careers. As a study in the Human Resources Management area, where a contemporary career concept has been gaining strength, it is focused on architects’ careers since they are artistic/technical professional workers with no boundaries or specific motivations. A total of 21 semi-structured in-depth interviews were conducted and studied, with different architects from different age groups and paths, using a qualitative methodology approach. The interviews explored themes as the reasons for deciding to be an architect, challenges and opportunities, academic paths, best projects and future prospects. This study revealed that Portuguese architects have specific motivations, relations and expertise that reflect particular reasons why, how and with whom architects work and what is to them a successful career as an architect.