Letycia+soares+nua+extra+quality

The “green” consumer segment is projected to reach 1.5 billion individuals by 2025 (Nielsen, 2022). Natural‑origin claims improve perceived safety and efficacy, particularly when substantiated by scientific validation (Grankvist & Biel, 2021). However, green‑washing risks eroding trust if claims are not transparent (Delmas & Burbano, 2011).

| Variable | Mean | SD | |-------------------------|------|------| | Functional performance | 4.32 | 0.68 | | Ingredient transparency| 4.01 | 0.73 | | Sustainable packaging | 3.87 | 0.79 | | Brand storytelling | 4.15 | 0.71 | | Price‑value congruence | 3.71 | 0.84 | | Overall PQ (global) | 4.24 | 0.66 |

(All items measured on 5‑point Likert scales.) letycia+soares+nua+extra+quality

All participants provided informed consent. The study was approved by the Ethics Committee of Universidade Federal de Minas Gerais (Protocol 2024‑07).

The Brazilian cosmetics market has experienced rapid growth, with consumers increasingly demanding “extra‑quality” products that combine efficacy, sustainability, and ethical branding. This paper investigates the determinants of perceived product quality in the newly launched “Nua Extra Quality” line, a premium skincare range co‑created by the author. Using a mixed‑methods approach—(i) a quantitative survey of 452 Brazilian consumers (June–July 2024) and (ii) in‑depth semi‑structured interviews with 12 industry experts—a comprehensive model of quality perception is developed. Findings reveal that (1) functional performance, (2) ingredient transparency, (3) sustainable packaging, (4) brand storytelling, and (5) price‑value congruence jointly explain 68 % of variance in overall quality rating (β = 0.31–0.56, p < 0.001). The paper concludes with actionable recommendations for brand managers seeking to sustain a high‑quality image while navigating competitive pressure in the Latin American cosmetics sector. The “green” consumer segment is projected to reach 1

Keywords: perceived quality, cosmetics, brand management, consumer perception, sustainability, Brazil

Figure 1 synthesizes these dimensions into an Integrated Quality Perception Model (IQPM) for cosmetics. The model posits that functional performance, ingredient transparency, sustainable packaging, and brand storytelling directly influence PQ, while price‑value congruence moderates these relationships. The Brazilian cosmetics market has experienced rapid growth,

Figure 1. Integrated Quality Perception Model (IQPM) – (illustrative diagram omitted for brevity)