Letycia+soares+nua+extra+quality _hot_ May 2026

Title:
Assessing the Determinants of Perceived Quality in the “Nua Extra Quality” Cosmetic Line: A Case Study of Letycia Soares’ Brand Management Strategies

Author:
Letycia Soares (Independent Researcher & Brand Consultant)

Affiliation:
Department of Business Administration, Universidade Federal de Minas Gerais, Brazil letycia+soares+nua+extra+quality

Correspondence:
email: letycia.soares@email.com

3.4. Ethical Considerations

All participants gave informed consent; data were anonymized; the study adhered to the Brazilian National Committee on Research Ethics (CONEP) guidelines. Title: Assessing the Determinants of Perceived Quality in

3. Methodology

2.2 Functional Performance

Efficacy (e.g., reduction of wrinkles, hydration) consistently emerges as the strongest predictor of PQ (Baker & Churchill, 1977). Laboratory‑validated claims (clinical trials, dermatological testing) reduce perceived risk (Dodds, Monroe, & Grewal, 1991).

1. Introduction

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). Section 3 outlines the research design

“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.

This study aims to answer two central research questions (RQs):

• RQ1: Which attributes most strongly drive consumers’ overall perception of quality for the NEQ line?
• RQ2: How do brand‑building actions (e.g., storytelling, sustainability initiatives) mediate the relationship between product attributes and perceived quality?

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.