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.

Policies to improve the lives of Slum Dwellers – from international agreements to local contexts. The Brazilian case-study

Last decades economic development induced massive international and regional migration flows directed to the urban spaces. The magnitude and swiftness of these processes determined that several cities’ authorities would fail to respond to the increasing demands of many social services. The right to an “adequate housing” emerged as a political concern, leading governments and institutions to develop housing programmes directed to improve the lives of slum dwellers. This paper presents a diachronic evolution of these specific housing policies in the paradigmatic case-study of Brazil, critically analysing the evolving roles played by the multiple levels of decision (from international institutions to local communities) in the development and implementation of such measures.