• Augusto Henrique Amaral Baptista


Cosmetics are shown highlighted in trade not only in Brazil, but also worldwide. If previously there was little participation of the male audience in this segment, currently the scenario is different. The change in male behavior, the demands of modern society and the labor market for a better appearance, were the main factors that drove male demand for beauty products and services. The general objective is to understand and analyze male consumer behavior with cosmetics. The methodology used was a bibliographic, exploratory, quantitative research, with male consumers. The survey showed that 58% are concerned with appearance, 73% spend up to R $ 100.00, 55% are concerned with quality, 57% buy from specialized stores, vanity is related to well-being 61% and 48% buy products to take care of the whole body.

Set 2, 2020
Como Citar
BAPTISTA, Augusto Henrique Amaral. CONSUMER BEHAVIOR IN RELATION TO COSMETICS. South American Development Society Journal, [S.l.], v. 6, n. 17, p. 426, set. 2020. ISSN 2446-5763. Disponível em: <>. Acesso em: 16 jun. 2021. doi: