| Theme | Pre‑NUA‑EQ (2022) | Post‑NUA‑EQ (2024) | |-------|-------------------|---------------------| | Ingredient Transparency | Generic “high‑quality ingredients” | Detailed botanical origin, % of active botanical extracts, QR code linking to lab reports | | Gendered Language | “For the modern woman” | “For every skin” / gender‑neutral visual models | | Sensory Emphasis | Minimal mention of texture or scent | Storytelling around “silky‑smooth feel”, “subtle botanical aroma”, and “smart‑cap that dispenses exact dosage” |
The audit indicates a clear shift toward the three NUA‑EQ pillars. letycia+soares+nua+extra+quality
The global cosmetics industry is projected to exceed US$ 600 billion by 2027 (Euromonitor, 2023). In Brazil, the market is the fifth largest worldwide, driven by a youthful demographic and a cultural emphasis on personal appearance (IBGE, 2022). Within this context, “extra‑quality” has become a differentiating promise—signaling superior efficacy, ethical sourcing, and premium positioning (Kapferer, 2015). | Theme | Pre‑NUA‑EQ (2022) | Post‑NUA‑EQ (2024)
“Nua Extra Quality” (NEQ) was launched in March 2024 as a clean‑beauty skin‑care line targeting women aged 25–40 with a high propensity to pay for performance‑oriented products. The brand’s name, Nua (Portuguese for “naked”), conveys minimalistic formulation, while Extra Quality reinforces the premium claim. The remainder of the paper proceeds as follows:
This study aims to answer two central research questions (RQs):
The remainder of the paper proceeds as follows: Section 2 reviews the literature on perceived quality in cosmetics; Section 3 outlines the research design; Section 4 presents the empirical results; Section 5 discusses implications; and Section 6 concludes with limitations and avenues for future research.
Perceived quality (PQ) is a consumer’s overall judgment regarding a product’s superiority, encompassing functional, experiential, and symbolic dimensions (Zeithaml, 1988). In cosmetics, PQ is particularly salient because products are experience‑goods (cannot be evaluated prior to purchase) and are tied to personal identity (Keller, 2003).