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Bernadete Christiansen, 54 anos, casada, do lar.

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WE QYWGYPEV 2YRGE SYZMY JEPEV HE &IEYX]´-R RIQ HI WIYW TVSHYXSW %S ZIV EW IQFEPEKIRW EGLSY YQ ZMWYEP EKVEHjZIP I FSRMXS GSQ GSVIW ZMFVERXIW UYI XVE^IQ IRIVKME (M^ UYI GSQTVEVME WI EPKYqQ HI GSR½ERpE HE jVIE HE WE HI PLI MRHMGEWWI GSQS EPKYQE HIVQEXSPSKMWXE SY RYXVMGMSRMWXE I IWXEVME HMWTSWXE E IWTIVEV S XIQTS RIGIWWjVMS TEVE ZIV SW VIWYPXEHSW % 'VMWXMERE %VGERKIPM q WYE EQMKE I E GSRWMHIVE NSZIQ HI ETEVsRGME I IWTuVMXS FIQ GYMHEHE I HSRE HI YQ GSVTS MRZINjZIP 8EQFqQ EHQMVE S IWXMPS HI ZMHE HE ETVIWIRXEHSVE ,IFI 'EQEVKS por estar sempre de alto astral e elegante.

&IEYX] IQ -RKPsW WMKRM½GE FIPI^E 3 WY½\S LSPMG RE QIWQE PuRKYE q VIXMVEHS HE TEPEZVE EPGSLSPMG UYI WMKRM½GE ZMGMEHS IQ FIFMHE EPGSzPMGE TEVE MRHMGEV ZuGMS IQ HIXIVQMREHE GSMWE 0SNE HI HITEVXEQIRXS HI PY\S RE GMHEHI HI 7nS 4EYPS 6IZMWXE FVEWMPIMVE WSFVI S GSXMHMERS HEW GIPIFVMHEHIW

Daiane Rodrigues da Silva, 25 anos, solteira, contadora.

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%PMQIRXS TVSFMzXMGS UYI VIKYPE S MRXIWXMRS

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Graça Cardoso, 44 anos, coordenadora pedagógica e empresária. )WWE q EUYIPE QYPLIV UYI JE^ XYHS I EMRHE XIQ XIQTS TEVE WI GYMHEV 4SWWYM QYMXEW TVISGYTEp~IW GSQ E FIPI^E I RnS EFVI QnS HEW MRHMGEp~IW HI WIY HIVQEXSPSKMWXE .j YWSY EXq YQ GSQTPI\S HI ZMXEQMREW QERMTYPEHS TEVE QIPLSVEV E ETEVsRGME da pele, indicado por ele.

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FEXEXE JVMXE JE^IQ QEP WMQTPIWQIRXI RnS GSQI 4EVE ela, o alimento cosmético seria o tipo de alimento MHIEP TSMW EPqQ HI EPMQIRXj PE XVEVME FIRIJuGMSW +VEpE RnS GSRLIGI E &IEYX]´-R 5YERHS ETVIWIRXEHE ESW TVSHYXSW ½GSY GSQ ZSRXEHI HI GSQTVj PSW TVMRGMTEPQIRXI RS GEWS HS &IEYX] (VMRO )PE EGVIHMXE RSW FIRIJuGMSW TVSQIXMHSW TSVUYI PIY RS VzXYPS WSFVI E TVIWIRpE HI ZMXEQMREW QMRIVEMW I ERXMS\MHERXIW UYI WnS WYFWXERGMEW UYI Nj GSRLIGI )Q WYE STMRMnS SW TVSHYXSW HE &IEYX]´-R WI GSQTEVEQ QYMXS E ZMXEQMREW MRHYWXVMEPM^EHEW UYI JYRGMSREQ I GSQS RnS KSWXE HI tomar medicamentos, então se sentiria melhor WYFWXMXYMRHS YQE ZMXEQMRE MRHYWXVMEPM^EHE TSV YQ EPMQIRXS GSQ SW QIWQS FIRIJuGMSW %½VQSY UYI GSQTVEVME SW TVSHYXSW I WI ES YWj PSW TSV YQ QsW WIRXMWWI VIWYPXEHS GSRWYQMVME HMEVMEQIRXI 7YE TIVGITpnS WSFVI EW IQFEPEKIRW q UYI WYEW GSVIW JSVXIW PIQFVEQ JVYXEW I ZIKIXEMW I EPqQ HI XVERWQMXMVIQ EPIKVME WnS IQFEPEKIRW TVEXMGEW I zXMQEW TEVE PIZEV RE FSPWE 2nS GSRLIGI 'VMWXMERE %VGERKIPM ZIRHS WYE JSXS EGLSY 'VMWXMERE YQE QYPLIV FIQ TVSHY^MHE FSRMXE I UYI GYMHE HI WYE ETEVsRGME 4EVIGI YQE QYPLIV FIQ VIWSPZMHE 'IPIFVMHEHIW UYI EHQMVE WnS %RKIPMRE .SPMI ,IFI I -ZIXI 7ERKEPS TEVE IPE %RKIPMRE .SPMI q YQE TIWWSE UYI ENYHE S TVz\MQS q VMGE FSRMXE FIQ WYGIHMHE I EMRHE WI MQTSVXE GSQ E LYQERMHEHI ,IFI q YQE WIRLSVE UYI IRZIPLIGIY FIQ q JIPM^ HI FIQ GSQ E ZMHE PMKEHE E QSHE KSWXE HI NzMEW I GYMHE HE ETEVsRGME Nj -ZIXI q FSRMXE FIQ WYGIHMHE WMQTjXMGE I EKVEHjZIP 4EVE E FIPI^E RnS q Wz I\XIVRE q YQ XSHS

Regislanda Xavier, 38 anos, casada, proprietária da clínica de estética Cressoni. .j JSM TVSJIWWSVE NSVREPMWXE I LSNI q HSRE HI GPuRMGE HI IWXqXMGE 1YPXMJEGIXEHE 6qKMW ZMZI I XVEFEPLE RYQ EQFMIRXI IQ UYI FIPI^E I FIQ IWXEV IWXnS IQ TVMQIMVS PYKEV QEW FIQ ERXIW HMWWS EGSRXIGIV IPE Nj WI TVISGYTEZE I QYMXS IQ IWXEV WIQTVI GSQ ±XYHS IQ GMQE² 'SQS XIQ QYMXS EGIWWS k FIPI^E IQ WIY XVEFEPLS GSQ GEFIPIMVIMVSW QEUYMEHSVIW I QERMGY-

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Carolina Zampolli, 29 anos, solteira, Supply Chain na empresa Louis Vuitton.

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Nádia Abas, 25 anos, solteira, estagiária na TV Globo.

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*EWX JEWLMSR q S XIVQS YXMPM^EHS TSV KVERHIW QEKE^MRIW TEVE TVSHYpnS VjTMHE I GSRXuRYE HI RSZMHEHIW

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AS NATUREBAS ±1IY GSVTS q YQ XIQTPS² EWWMQ TIRWEQ EW REXYVIFEW"! QYPLIVIW UYI STXEQ TSV Ep~IW UYI PLI KEVERXEQ WE HI I FIQ IWXEV IQ PSRKS TVE^S )PEW RnS XSQEQ EXMXYHIW HVjWXMGEW UYI TSWWEQ XMVEV S UYI IPEW XsQ HI QIPLSV WYEW FIPI^EW REXYVEMW Tatiana Soster, 33 anos, Coordenadora de TI na Faculdade Getúlio Vargas, solteira.

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FIQ LYQSVEHE I ±JEQuPME² 8EQFqQ ETSRXE +MWIPI & RHGLIR I HM^ UYI TVIJIVI EW QEMW REXYVEMW I KE GLEW EWWMQ GSQS IPE TVzTVME Maria Leal, 40 anos, solteira, coordenadora de Vendas na Kraft Foods. )PE q REXYVIFE QERXqQ YQE ZMHE WEYHjZIP JE^ MSKE I FYWGE WIQTVI XVEXEQIRXSW REXYVEMW 3 HIVQEXSPSKMWXE q WIY QIPLSV EQMKS HMEVMEQIRXI YWE GVIQIW LMHVEXERXIW TEVE S GSVTS TqW I QnSW I ½PXVS WSPEV MRHMGEHSW TSV IPI %PqQ HMWWS GSWQqXMGSW I EPMQIRXEpnS WEYHjZIP JE^IQ TEVXI HSW WIYW WIKVIHSW HI FIPI^E 7IQTVI KSWXSY HI JVIUYIRXEV EGEHIQMEW GPMRMGEW HI IWXqXMGE I EYPEW HI MSKE QEW RS QSQIRXS RnS IWXj JE^IRHS REHE 6IWIVZE E TEVXI HE RSMXI TEVE Ep~IW VIEPEGMSREHEW ES FIQ IWXEV XEMW UYEMW XSQEV FERLS TEWWEV WIYW GVIQIW I GYMHEV HS GEFIPS 2S WIY HME E HME JVIUYIRXE GMRIQEW WLSTTMRKW VIWXEYVERXIW I TEVUYIW 7YE EPMQIRXEpnS WEYHjZIP XIQ GSQS FEWI EZIME ZIVHYVEW PIKYQIW I MSKYVXIW 7IQTVI ½GE HI SPLS RSW PERpEQIRXSW HI TVSHYXSW REXYVEMW Ps SW VzXYPSW TEVE WEFIV HSW FIRIJuGMSW I RnS WI MQTSVXE IQ GSRWYQMV TVSHYXSW RSZSW UYI EMRHE RnS GSRLIpE 5YEWI XSHE WIQERE IPE GSQTVE TVSHYXSW VIPEGMSREHSW ES FIQ IWXEV WIQTVI ZEM E TIVJYQEVMEW I JEVQjGMEW GSRJIVMV EW RSZMHEHIW 1EVME TVIJIVI comprar cosméticos importados, mas não gosta HI JE^IV GSQTVEW SRPMRI TEVE IPE SPLEV TIKEV I I\TIVMQIRXEV S TVSHYXS q IWWIRGMEP )PE RnS GSRLIGI RIRLYQ XMTS HI EPMQIRXS GSWQqXMGS QEW GMXE EPKYRW EPMQIRXSW UYI GSRWSQI

I TSWWYIQ FIRIJuGMSW GSQS S 8VMHIRX 6IGEPHIRXI GLMGPIXI UYI GPEVIME SW HIRXIW EPqQ HI WSNE I ½FVEW 1EVME XEQFqQ RnS GSRLIGI E QEVGE &IEYX]´-R I UYERHS ETVIWIRXEHE ESW TVSHYXSW EGVIHMXE UYI WIYW FIRq½GSW WINEQ TWMGSPzKMGSW 4EVE IPE SW QIWQSW FIRIJuGMSW WIVMEQ JEGMPQIRXI EHUYMVMHSW IQ TVSHYXSW MRHMGEHSW TSV WIY HIVQEXSPSKMWXE 1IWQS EWWMQ E½VQE UYI TSV WIV QYMXS TVjXMGS IWWI q S XMTS HI TVSHYXS UYI E EXVEM 7YFWXMXYMVME S GLj KIPEHS I jKYE HI GSGS TIPS &IEYX] (VMRO 1EVME GSRLIGI 'VMWXMERE %VGERKIPM E Zs GSQS YQE QYPLIV QSHIVRE FSRMXE I FIQ WYGIHMHE )PE EGVIHMXE UYI S RSQI HI 'VMWXMERE EKVIKE E QEVGE QEW RnS q WY½GMIRXI TEVE GSRZIRGIV S T FPMGS E YXMPM^j PS 0YM^E &VYRIX q YQE QYPLIV UYI EHQMVE PLI XVERWQMXI YQE MQEKIQ HI QYPLIV XVERUYMPE I HMWGVIXE )PE q IPIKERXI I FSRMXE RnS WI YXMPM^E HI EVXMJuGMSW ZYPKEVIW TEVE ETEVIGIV

Camilla Miorin, 32 anos, casada, assessora de eventos na Miorins Eventos.

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AS CÉTICAS (MAS NEM TANTO) 7nS QYPLIVIW UYI RnS EGVIHMXEQ IQ TVSTSWXEW HI QEVGEW UYI TEVIpEQ JERXjWXMGEW HIQEMW I XsQ WIQTVI YQ Tq EXVjW GSQ TVSHYXSW QMPEKVSWSW %RXIW HI GSQTVEVIQ IWWI XMTS HI TVSHYXS TVSGYVEQ E STMRMnS HIYQ IWTIGMEPMWXE WINE YQ QqHMGS YQE VIZMWXE SY QIWQS YQE EQMKE PERpEHSVE HI XIRHsRGMEW Maria Luiza Conde, 49 anos, viúva, farmacêutica e proprietária da farmácia de manipulação Prímula.

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0YM^E GSRLIGI SW ±EPMQIRXSW GSWQqXMGSW² I MRGPYWMZI Nj JI^ FEPEW UYI GSRXqQ GSPjKIRS TEVE ZIRHIV IQ WYE JEVQjGME QIWQS RnS EGVIHMXERHS RS FIRIJuGMS HS TVSHYXS 7IKYRHS IPE XIQ UYI XSQEV QYMXS TEVE HEV S QuRMQS HI VIWYPXEHS 'SRXYHS Nj I\TIVMQIRXSY YXMPM^EV FEPEW HI KSQE I GEJq GSQ GSPjKIRS

Larissa Macedo, 30 anos, analista de marketing na Rede Globo.

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EWWMWXMRHS RSZIPEW EXMZMHEHI E UYEP WI VIJIVI GSQS WIY IWTSVXI JEZSVMXS )PE HM^ UYI KSWXE HI WI EKVEHEV TSV MWWS GSQTVE QYMXSW TVSHYXSW TEVE FIPI^E I FIQ IWXEV f EUYIPI XMTS HI GSRWYQMHSVE UYI HIQSVE IQ JE^IV WYEW GSQTVEW QEW UYERHS GSQTVE PIZE XYHS HI YQE ZI^ WI TVIGMWEV HI YQ WETEXS Nj PIZE UYEXVS WI TVIGMWEV HI YQ GEWEGS GSQTVE ZjVMSW 3 UYI QEMW MQTSVXE TEVE IPE RE LSVE HE GSQTVE q S GYWXS FIRIJuGMS WIQTVI TIWUYMWE I XIWXE S UYI ZEM GSQTVEV I E TEVXMV HMWWS IWGSPLI S UYI JSV QEMW FEVEXS IRXVI EW QIPLSVIW QEVGEW 7I IPE TSHI IWGSPLIV IRXVI 0E 6SGLI 0ERG|QI I 'LERIP ½GE GSQ E 0E 6SGLI TSMW WEFI UYI q YQ TVSHYXS HI QYMXE UYEPMHEHI I WEM QEMW IQ GSRXE UYI EW SYXVEW QEVGEW :MGMEHE IQ TIVJYQI 0EVM YWE WIY 'LERGI HE 'LERIP EXq QIWQS TEVE HSVQMV 7IQ TIVJYQI IPE

WI WIRXI I\XVIQEQIRXI HIWGSRJSVXjZIP TSV MWWS UYIV IWXEV FIQ I GLIMVSWE ETIREW TEVE IPE 3YXVE GSMWE UYI RnS EFVI QnS q HI WIY HIWSHSVERXI HI ±(IYW² HE QEVGE :MGL] WIKYRHS IPE IWWI q S QIPLSV HIWSHSVERXI HS QYRHS 'SQS Nj XIZI EPIVKME E XSHSW HIWSHSVERXIW UYI YWSY KEWXE 6 IQ GEHE JVEWGS HI :MGL] QEW KEWXE JIPM^ 7IYW GYMHEHSW GSQ E TIPI WI VIWYQIQ ES YWS HI LMHVEXERXIW HE 2MZIE I TVSXIXSV WSPEV HE 0E 6SGLI TEVE S VSWXS EPqQ HI YQ LMHVEXERXI corporal todos os dias. % QEMSVME HSW TVSHYXSW UYI YWE JSM MRHMGEHE TSV QqHMGSW WIKYRHS IPE WnS TVSHYXSW GEVSW QEW JYRGMSREQ 7YE GSR½ERpE q QYMXS KVERHI REW QEVGEW XVEHMGMSREMW TEVE IPE q QYMXS HMJuGMP GSQTVEV YQ TVSHYXS 0E 6SGLI UYI TSWWE JE^IV QEP E WYE TIPI S UYI Nj RnS EVVMWGEVME IQ QEVGEW GSQS 1SRERKI %PqQ HE MRHMGEpnS QqHMGE GSR½E XEQFqQ RE MRHMGEpnS HI EQMKEW S UYI Nj RnS EGSRXIGI GSQ VIZMWXEW TSMW HM^ UYI XSHEW EW QEXqVMEW TEVIGIQ JEOIW I GSQTVEHEW 0EVM RnS GSRLIGI RIRLYQ EPMQIRXS GSWQqXMGS RIQ E &IEYX]´-R 5YERHS ETVIWIRXEHE ES &IEYX] (VMRO I ES &IEYX] 'ERH] EGLSY UYI SW TVSHYXSW não parecem comida, para ela parecem desodoranXIW WLEQTSSW I GVIQIW .YWXEQIRXI TSV MWWS RnS GSQTVEVME S TVSHYXS HI MQIHMEXS TSVqQ S I\TIVMQIRXEVME IQ YQE HIKYWXEpnS TSV WIV YQE TIWWSE QYMXS GYVMSWE 7I E TEVXMV HMWWS XMZIWWI EPKYQE I\TIVMsRGME TSWMXMZE GSQ QEVGE GSQTVEVME S TVSHYXS 4VMQIMVS E½VQE UYI RnS EGVIHMXE RSW FIRIJuGMSW HS TVSHYXS EZEPMERHS RSZEQIRXI IPE HM^ UYI EGVIHMXE IQ ZMXEQMREW I GSQS &IEYX] (VMRO I &IEYX] 'ERH] TSWWYIQ ZMXEQMREW S TVSHYXS JYRGMS-

Mara Lanfranchi, 43 anos, casada, administradora.

RE 1EW RIWWI GEWS TVIJIVI XSQEV EW ZMXEQMREW Nj UYI ZMXEQMRE q VIQqHMS I E FEPE q ETIREW GSQMHE 5YERXS ES FIQ IWXEV IPE HM^ UYI q GSQTSWXS HI LjFMXSW EHUYMVMHSW IQ PSRKS TVE^S I UYI WI &IEYX] (VMRO I &IEYX] 'ERH] SJIVIGIWWIQ SW QIWQS FIRIJuGMSW IQ GYVXS TVE^S ZEPIVME E TIRE XVSGEV S REXYVEP TIPS ±JEFVMGEHS² 'EWS GSRXVjVMS IPE TVIJIVI XIV YQE EPMQIRXEpnS WEYHjZIP S UYI ZEM ENYHj PE IQ QYMXS QEMW GSMWEW ES QIWQS XIQpo e será mais em conta.

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Fabiana Cadenassi, 33 anos, solteira, administradora de empresas. *EFM HM^ UYI GYMHE HE TIPI HMEVMEQIRXI GSQ jGMdo e não sai de casa sem protetor solar. Corre HI XVsW E UYEXVS ZI^IW TSV WIQERE RS -FMVETYIVE JVIUYIRXE GPuRMGEW HI IWXqXMGE SRHI HI ZI^ IQ UYERHS JE^ QEWWEKIQ QSHIPEHSVE I HVIREKIQ PMRJjXMGE 2YRGE EFVI QnS HI YQE EPMQIRXEpnS WEYHjZIP GSQ EVVS^ MRXIKVEP I WIQ JVMXYVEW *EPSY

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AS VAIDOSAS NA MEDIDA 1YPLIVIW QSHIVREW I MRHITIRHIRXIW UYI KSWXEQ HI WI WIRXMV FSRMXEW TSVqQ RnS E UYEPUYIV GYWXS 7INE TIPE GSVVIVME HS GSXMHMERS SY TEVE RnS EFVMVIQ QnS HSW TVE^IVIW HE ZMHE IPEW Wz WIKYIQ SW TEHV~IW HI FIPI^E EXq GIVXS TSRXS 7nS HS XMTS UYI RnS EFVIQ QnS GSQIV YQE JIMNSEHE GSQTPIXE RS WjFEHS QEW EGEFEQ JE^IRHS YQ VIKMQMRLS TVE GSQTIRWEV HYVERXI E WIQERE Márcia Carato, 35 anos, solteira, consultora de vendas.

1YHEV HI ZMWYEP q E QEVGE HI 1jVGME TVMRGMTEPQIRXI UYERHS S EWWYRXS q GEFIPS +SWXE HI JVIUYIRXEV S WEPnS TIPS QIRSW HYEW ZI^IW ES QsW TEVE HIM\EV S GSVXI I E GSPSVEpnS WIQTVI IQ HME I RnS HMWTIRWE YQE QEUYMEKIQ QEMW PIZI TEVE S HME E HME I YQE QEMW GEVVIKEHE TEVE E RSMXI % GEHE HSMW QIWIW IPE VIRSZE S IWXSUYI HI 6IRI[ TVSHYXS UYI RnS JEPXE HI NIMXS RIRLYQ RE WYE PMWXE HI GVIQIW +SWXE HI QEPLEV TIPE FIPI^E I TIPE WE HI I NYPKE E EGEHIQME GSQS YQ PSGEP MHIEP TEVE VIPE\EV I JE^IV FIQ TVS GSVTS I IWTuVMXS 1IWQS GSQ XYHS MWWS GSRJIWWE UYI WYE EPMQIRXEpnS RnS q WEYHjZIP I UYI RnS TEWWE ZSRXEHI GSQI XYHS S UYI UYIV WIQ RIYVSWI EPKYQE Na hora da compra, a maioria em shoppings I PSNEW HI VYE TVMSVM^E WIY KSWXS I EHSVE HI ver a vitrine e provar, sem pensar no preço e RE QEVGE %GEHIQME TVEME I YQ FSQ HME HI GSQTVEW XVE^IQ FIQ IWXEV I WIRWEp~IW QYMXS FSEW TEVE 1jVGME MRGPYWMZI EXq GSRJIWWSY UYI UYERHS IWXj XVMWXI SY RIVZSWE S PYKEV UYI GSVre primeiro é o shopping.

'VMWXMERE %VGERKIPM I &IEYX]´-R EMRHE RnS WnS GSRLIGMHSW TSV IPE UYI EGLSY E IQTVIWjVME FSRMXE QSHIVRE GLMUYI GSQ TIPI I GEFIPSW QYMXS FIQ XVEXEHSW 1jVGME XEQFqQ KSWXSY HEW IQFEPEKIRW HS HVMRO I HE FEPE GSRJIWWERHS UYI GSQpraria por ser moderna, prática e chamar atenção TSV WYEW GSVIW I EVEFIWGSW FIQ IPEFSVEHSW

Fabiene Zampolli, 37 anos, solteira, assessora parlamentar.

7IKYRHS IPE WYE ZMHE q QYMXS EXVMFYPEHE %PqQ HS IQTVIKS *EFMIRI EMRHE IWXYHE KSWXE HI ZMENEV I HI WEMV I XIQ YQ ½PLS TIUYIRS ES UYEP HIHMGE TEVXI HI WIY XIQTS 7z RnS QEPLE TSV JEPXE HI XIQTS I GMVYVKME TPjWXMGE ±2IRLYQE RS GYVVuGYPS TSV IRUYERXS² IPE HM^ IRUYERXS VM )PE HM^ JE^IV QEWWEKIQ PMRJjXMGE I YRLE GSQ TVS½WWMSREMW XSHE WIQERE 8EQFqQ ZEM ES WEPnS HYEW ZI^IW ES QsW TEVE JE^IV E WSFVERGIPLE I GYMHEV HS GEFIPS UYI TSV WIV GSPSVMHS I EPMWEHS EVXM½GMEPQIRXI I\MKI QYMXSW GYMHEHSW )PE RnS HMWTIRWE S GVIQI LMHVEXERXI :MGXSVME´W 7IGVIX I ½PXVS WSPEV 1EV] /E] TEVE S VSWXS I GSRXSVRS HSW SPLSW UYI YWE HMEVMEQIRXI 'SWXYQE JE^IV GSQTVEW SRPMRI TSV GSRXE HE praticidade, em especial para presentes, coisas TEVE GEWE I IPIXV|RMGSW 5YERHS TVIGMWE GSQ-

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Camila Marim, 32 anos, enfermeira geriátrica da Amil, em união estável.

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UYI Wz YWE UYERHS XIQ YQ IZIRXS MQTSVXERXI SY YQE VIYRMnS GERIXEW ERXMVVYKEW I GVIQIW TEVE TEVXIW IWTIGu½GEW GSQS VSWXS TqW I QnSW

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Elisa Pacheco, 40 anos, solteira, representante comercial. )PE XIQ KVERHI TVISGYTEpnS GSQ E FIPI^E TSMW EMRHE IWXj k TVSGYVE HI YQ TEV MHIEP %HSVE MV ES GEFIPIMVIMVS I HM^ UYI E EGEHIQME QYHSY WYE ZMHE XVE^IRHS FIQ IWXEV I FIPI^E TEVE S WIY GSVTS 1IWQS EWWMQ ZEM ETIREW HYEW ZI^IW TSV WIQERE TSV JEPXE HI XIQTS )PMWE q S XMTS HI QYPLIV UYI UYERHS S EWWYRXS q FIPI^E GSWXYQE HIM\EV SW GYMHEHSW WIQTVI TEVE HITSMW 'SQ YQE ZMHE TVS½WWMSREP QYMXE EKMXEHE E HIWGYPTE HI ±JEPXE HI XIQTS² WIQTVI WSFVIT~I WYEW ZSRXEHIW TIWWSEMW 4SV I\IQTPS ETIREW Lj EPKYRW QIWIW GSQIpSY E QEPLEV S UYI IVE GYPXMZEHS GSQS HIWINS HYVERXI QYMXSW ERSW %XYEPQIRXI JE^ TMPEXIW HVIREKIQ PMRJjXMGE YQE ZI^ TSV WIQERE PMQTI^E HI TIPI VIKYPEVQIRXI TIIPMRKW WIQIWXVEPQIRXI I WIKYI YQE EPMQIRXE-

pnS FEPERGIEHE UYI ETVIRHIY RSW XIQTSW IQ UYI QSVSY RS .ETnS *VIUYIRXE EW PSNEW HSW WLSTTMRKW 1SVYQFM I .EVHMQ 7YP I TSRXEW HI IWXSUYI HI KVMJIW JEQSWEW f PSYGE TEVE JE^IV GMVYVKMEW TPjWXMGEW RS FYQFYQ RSW WIMSW REW TjPTIFVEW I ETPMGEp~IW HI FSXS\ QEW PLI JEPXE GSVEKIQ % RMGE EXMXYHI QEMW VEHMGEP UYI XSQSY IQ JYRpnS HE FIPI^E JSM HITMPEpnS HI½RMXMZE E PE^IV 7IYW GVIQIW HI YWS HMjVMS WnS 2MZIE GSVTSVEP I ERXM MHEHI TEVE S VSWXS EPqQ HSW QERMTYPEHSW TSV YQE IWXIXMGMWXE k FEWI HI jGMHSW 2E LSVE HE GSQTVE PIZE QYMXS IQ GSRXE S TVIpS I E UYEPMHEHI HS TVSHYXS WIQTVI TVSGYVE IWXEV GSQ YQE EQMKE TEVE WEFIV E STMRMnS HIPE E VIWTIMXS I GEWS IWXINE WS^MRLE E PjFME HE ZIRHIHSVE ZEPI QYMXS 2nS WI PIQFVE HI RIRLYQ EPMQIRXS GSWQqXMGS HITSMW E½VQE UYI Nj ZMY SW TVSHYXSW HE &IEYX]´-R RS QIVGEHS QEW RYRGE WI MRXIVIWWSY (M^ UYI WYEW IQFEPEKIRW WnS EPIKVIW I JIQMRMREW QEW RnS IWXEVME HMWTSWXE E I\TIVMQIRXEV XIRHS IQ ZMWXE S TVIpS I E JEPXE HI GVIRpE IQ WYEW JYRGMSREPMHEHIW ±4IRWS UYI YQE EPMQIRXEpnS WEYHjZIP GSRWIKYI WYTVMV E TVSQIWWE HSW TVSHYXSW² %GLE UYI 'VMWXMERE %VGERKIPM q FIPuWWMQE FIQ GYMHEHE VI¾IXI NYZIRXYHI XIQ YQE TIPI WEYHjZIP e a associa com a Phitoervas"$.

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1EVGE UYI HI JEXS JSM HIWIRZSPZMHE TIPE IQTVIWjVME

AS LANÇADORAS DE TENDÊNCIAS :MEKIRW TIWUYMWEW I QYMXE I\TIVMQIRXEpnS f EWWMQ UYI IWWEW QYPLIVIW ZnS ESW TSYGSW I GSQ QYMXE HIHMGEpnS GVMERHS WYEW PMWXMRLEW HI TVSHYXSW JEZSVMXSW 'SQS IPEW IWXnS WIQTVI MQTIGjZIMW EW EQMKEW EGEFEQ ½GERHS GYVMSWEW TEVE WEFIVIQ UYEP S WIKVIHS TSV XVE^ HI XERXE FIPI^E 5YERHS XsQ GSVEKIQ HI TIVKYRXEV EGEFEQ WEFIRHS HEW RSZMHEHIW JVIWUYMRLEW HS QYRHS HE FIPI^E Chris Ricci, 29 anos, solteira, publicitária. )PE XIQ UYI IWXEV GSQ E ETEVsRGME MQTIGjZIP XSHSW SW HMEW HIZMHS ES WIY XVEFEPLS 5YERHS JSQSW XSQEV YQ GEJq IPE PSKS HMWTEVSY ±.j UYI q TEVE XSQEV YQ GEJq ZEQSW XSQEV YQ GEJq IQ EPKYQ PYKEV GSQ KIRXI FSRMXE² 2nS WEM HE -RXIVRIX I q ZMGMEHE IQ FPSKW HI QSHE JIQMRMRE XIQ YQE GSPIpnS HI VIZMWXEW HI QSHE HI XSHSW SW TEuWIW I WI HM^ ±RSZIPIMVE² TVS½WWMSREP (YEW ZI^IW ES HME PEZE S VSWXS GSQ X|RMGS TEWWE LMHVEXERXI I QEUYMEKIQ k RSMXI UYERHS GLIKE IQ GEWE TEWWE HIQEUYMPERXI 2nS HMWTIRWE YQ FSQ GVIQI GSVTSVEP LMHVEXERXI I WIY TIVJYQI *E^ EGEHIQME XSHSW SW HMEW RE 6IIFSSO I FVSR^IEQIRXS EVXM½GMEP TIVMSHMGEQIRXI 7YEW QEVGEV TVIJIVMHEW WnS 1%' :MGXSVME´W 7IGVIX I .SLRWSR .SLRWSR I IPE KSWXE HI GSQTVEV QYMXEW ±XVERUYIMVMRLEW² IQ ZMEKIRW TEVE S I\XIVMSV 2YRGE XSQSY RIRLYQE EXMXYHI VEHMGEP IQ ZMVXYHI HE FIPI^E QEW EGVIHMXE UYI XYHS q ZjPMHS TEVE RnS ETEVIRXEV HIWGYMHS ±3 MQTSVXERXI q RnS IQFEVERKEV² 'SRLIGI E &IEYX]´-R TSV QIMS HE EKsRGME IQ UYI IPE XVEFEPLE TSMW E IQTVIWE q YQ HSW WIYW

GPMIRXIW QEW RYRGE IRGSRXVSY SW TVSHYXSW TEVE ZIRHIV %GLSY EW IQFEPEKIRW FSRMXEW I ½GSY GSQ ZSRXEHI HI I\TIVMQIRXj PSW TEVIGIY WIV KSWXSWS mas não estaria disposta a esperar o tempo neGIWWjVMS TEVE ZIV SW VIWYPXEHSW RnS GSQTIRWEVME devido ao preço.

(IXIWXE E 'VMWXMERE %VGERKIPM UYI IQ WYEW TEPEZVEW q ±LSVVSVSWE I GLIME HI TPjWXMGEW² +SWXEVME HI XIV S IWXMPS HI ZMHE HE 3PuZME 4EPIVQS TSV IPE XIV QYMXS HMRLIMVS I JVIUYIRXEV EW JIWXEW QEMW FEHEPEHEW HYEW GEVEGXIVuWXMGEW UYI 'VMWXMERE XEQFqQ TSWWYM QEW RnS LSYZI MHIRXM½GEpnS GSQ E IQTVIWjVME TIPS JEXS HI IPE WIV FIQ QEMW ZIPLE HS UYI E IRXVIZMWXEHE

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DIAGNÓSTICO

BRIEFING

A marca Beauty’In encontra-se em estágio de introdução no mercado. Seu objetivo é reforçar o conceito de aliméticos e se fortalecer frente ao target.

O principal problema de comunicação da marca é que ela ainda não foi efetivamente lançada e segue desconhecida do target. O primeiro contato do público com os produtos acontece nos PDVs, que são desorganizados e não transmitem nenhuma informação concreta sobre a marca. Desta forma, as ações de comunicação devem ser reformuladas, objetivando uma

reapresentação dos produtos.

MARKETING O produto fica mal posicionado nos PDVs e, tanto os consumidores, quanto os revendedores, desconhecem seus valores, propriedades e características reais.

PESQUISA

Os produtos da marca são considerados fúteis e sua garota propaganda (Cristiana Arcangeli) é associada a uma beleza artificial.

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OBJETIVO DE CAMPANHA Posicionar a marca como um detalhe importante no cultivo da beleza e da jovialidade.

Mulheres, com idade entre 30 e 35 anos, moradoras da cidade de São Paulo e pertencentes à classe A.

POSICIONAMENTO

Tornar a marca referência no segmento de alimentos cosméticos, reforçando seus benefícios tanto para a beleza quanto para o bem estar. Além disso, a marca será associada com a imagem de uma mulher moderna, jovem, bonita e bem sucedida em todos os aspectos de sua vida.

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0($&%(+ INTERNET

Veículo

Blog

Canal

Posição

Formato

Tipo

Blog da Alice Ferraz Blog da Alice Ferraz Blog da Mariah Blog da Mariah Constance Zahn Constance Zahn Dia de Beauty Dia de Beauty F*Hits Garotas Estupidas Garotas Estupidas Petiscos Petiscos

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Total Blogs Abril Total Abril Globo Total Globo Valor Total

Inventário Período

Invent Tota Contra

998.679 1.165.968 2.164.647 579.744 309.598 111.605 1.000.947 168.000 257.000 425.000 3.590.594

998.6 1.049.

2.048.

500.0 300.0 111.0 911.0 168.0 257.0 425.0 3.384.

entário eríodo

Inventário Total Contratado

Visibilidade

98.679 165.968 164.647 79.744 09.598 11.605 000.947 68.000 57.000 25.000 90.594

998.679 1.049.371 2.048.050 500.000 300.000 111.000 911.000 168.000 257.000 425.000 3.384.050

100% 90% 95% 87% 97% 99% 94% 100% 100% 100% 95%

Vlr Tabela R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$

3.000,00 3.500,00 4.000,00 5.000,00 3.000,00 4.000,00 4.000,00 25,00 75.000,00 5.000,00 4.000,00 7.000,00 40,00 117.565,00 57,00 120,00 57,00 234,00 45,00 56,00 101,00 117.900,00

Vlr com Desconto R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$

2.400,00 2.800,00 3.600,00 3.750,00 2.100,00 3.200,00 2.400,00 20,00 52.500,00 4.000,00 3.600,00 5.600,00 32,00 86.002,00 50,00 100,00 50,00 200,00 36,00 44,00 80,00 86.282,00

Desc% 20% 20% 10% 25% 30% 20% 40% 20% 30% 20% 10% 20% 20% 21% 14% 16% 14% 15% 20% 20% 20% 19%

Total Negociado R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$

4.800,00 8.400,00 7.200,00 11.250,00 4.200,00 9.600,00 4.800,00 199.735,80 157.500,00 8.000,00 10.800,00 16.800,00 335.798,70 778.884,50 25.000,00 30.000,00 5.500,00 60.500,00 6.048,00 11.308,00 17.356,00 856.740,50

TV

Canal

Programa

Rede TV! Amaury Jr. Total Rede TV! Base Aliada GNT Saia Justa Superbonita Total GNT Valor Total

Horário

Tipo

Formato

23h50

Merchandising

10'

23h00 23h00 22h00

VT VT VT

30''

Janeiro 1

2

3

Maio

Março 4

1

1

1

2

3

4

Abri

1

2

3

4

1

2

3

6 6 6

6 6 6

4 4 4

4 4 4

4 4 4

4 4 4

4 4 4

IMPRESSOS

Revistas Caras Elle Marie Claire Vogue Valor Total

Periodicidade Mensal Mensal Mensal Mensal

Formato Página Página Página Página

Dupla Dupla Dupla Dupla

Tipo Informe publicitário Anúncio Anúncio Anúncio

Fevereiro 1

2

3

4

Abril 1

2

3

Maio 4

1

1 1 1 1

1 1 1

2

3

Maio 3

Abril 4

1

3

4

1

2

3

4 4 4

4 4 4

4 4 4

3

4 4 4

4 4 4

4 4 4

2 2 2

Maio 4

1 1 1 1

2

3

2 2 2

2 2 2

2 2 2

R$ R$ R$ R$ R$ R$ R$

Vlr Tabela

4 R$ R$ R$ R$ R$

Vlr com Desconto

Vlr Tabela

4 1

Abril

2

2

Junho

74.000,00 33.800,00 74.400,00 162.000,00 344.200,00

250.088,00 250.088,00 1.934,00 3.526,00 2.472,00 5.998,00 256.086,00

R$ R$ R$ R$ R$ R$ R$

Vlr com Desconto R$ R$ R$ R$ R$

62.900,00 30.420,00 66.960,00 145.800,00 306.080,00

Desc%

200.070,40 200.070,40 1.643,90 2.997,10 2.224,00 5.221,10 205.291,50

Desc% 15% 10% 10% 10%

20% 20% 15% 15% 10% 13% 14%

Total Negociado R$ R$ R$ R$ R$ R$ R$

Total Negociado R$ R$ R$ R$ R$

62.900,00 60.840,00 133.920,00 291.600,00 549.260,00

600.211,20 600.211,20 72.331,60 131.872,40 97.856,00 302.060,00 902.271,20

VERBA

Verba

Ação

Mídia

Impresso Internet TV

Verba de Mídia Marketing

Quiosque Promoção

Verba de Marketing Verba Total de Comunicação Produção Remuneração da Agência Investimento Total de Campanha

Total Negociado R$ R$ R$ R$ R$ R$ R$ R$ R$ R$ R$

549.260,00 856.740,50 902.271,20 2.308.271,70 300.000,00 1.180.000,00 1.480.000,00 3.788.271,70 200.000,00 200.000,00 4.188.271,70 MÍDIA X PROMOÇÃO

Marketing

Mídia

DATAS

Campanha de incentivo de vendas Ponto de Venda Teaser Twitcam Quiosque Dia Beauty'In Blog Detalhes Espaço Beauty'In Merchandising Informe publicitário Posts patrocinados Selos em blogs Evento no Carnaval Vídeo Institucional Aplicativo Degustações Anúncio Promoções no Twitter Banners Evento em Campos do Jordão

a partir de 16 de janeiro a partir de 20 de janeiro de 14 a 19 de janeiro 19 de janeiro 20 de janeiro 20 de janeiro 20 de janeiro a partir de 1 de abril 23 de janeiro, 20 de fevereiro e 18 junho 23 de janeiro De 23 de janeiro a 30 de março De 23 de janeiro a 08 de abril 18 a 21 de fevereiro a partir de 1 de março a partir de 12 de março a partir de 1 de abril a partir de 1 de abril (abril, maio, junho) a partir de 9 de abril a partir de 9 de abril 16 e 17, 23 e 24 de junho

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1&"$()*&)!"#'#68# Verba

Promoção

Ação

Vlr Total

Cachê Fernanda Lima

R$

200.000,00

Be'In Evento

R$

400.000,00

Be'In Campanha

R$

300.000,00

Degustação

R$

10.000,00

Dia Beauty'In

R$

70.000,00

Espaço Beauty’In acadêmias

R$

20.000,00

Espaço Beauty’In Carnaval

R$

30.000,00

Espaço Beauty’In Campos

R$

20.000,00

Investimento Total de Promoção

R$

1.050.000,00

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CONVITE (IWXMREHS E MRJSVQEV SW VIZIRHIHSVIW WSFVI S IZIRXS &I´-R ¯ 3W (IXEPLIW HS 7YGIWWS 7IVj IRviado por email.

Texto: Olá, Ricardo.

(YVERXI SW PXMQSW ERSW WYE PSNE GSRLIGIY E &IEYX]´-R I EQFEW WI HIVEQ QYMXS FIQ 1EW GLIKSY I IWXj RE LSVE HI ETVSJYRHEVQSW EMRHE QEMW RSWWE VIPEpnS VIJSVpERHS HIXEPLIW MQTSVXERXIW GSQS GYQTPMGMHEHI I GSR½ERpE 4SV MWWS ZSGs q RSWWS GSRZMHEHS IWTIGMEP TEVE

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Texto: 7EFI UYEMW HIXEPLIW YRIQ ZSGs I *IVRERHE 0MQE# (IWGYFVE ETVIWIRXERHS IWXE QIRWEKIQ RS GEM\E

CONVITE DIA BEAUTY’IN %S QSWXVEV E QIRWEKIQ HS 56 'SHI RS GEM\E E GSRWYQMHSVE VIGIFIVj IWXI GSRZMXI EGSQTERLEHS HI YQE EQSWXVE HSW TVSHYXSW Texto: :SGs q RSWWE GSRZMHEHE TEVE S (ME &IEYX]´-R YQ HME HIHMGEHS E FIPI^E HE QYPLIV (MZIVWEW Ep~IW EGSRXIGIVnS WMQYPXERIEQIRXI RS HME HI NERIMVS IQ ZjVMSW TSRXSW HI 7nS 4EYPS RnS TIVGE 8[MXGEQ ª QIME RSMXI S (ME &IEYX]´-R GSQIpEVj GSQ YQ GSQTEVXMPLEQIRXS HI ZuHIS MRXIVEXMZS HI *IVRERHE 0MQE ZME 8[MXXIV TEVE XSHSW SW WIKYMHSVIW HS $&IEYX]-R&V 5YIV FEXIV YQ TETS GSQ IPE# 2nS TIVGE 6YE 3WGEV *VIMVI % VYE QEMW PY\YSWE HI 74 ½GEVj EMRHE QIPLSV GSQ XSHSW SW HIXEPLIW UYI TVITEVEQSW TSV Pj 8SHE E 3WGEV *VIMVI WIVj HIGSVEHE TEVE XI LSQIREKIEV I GSQTVERHS IQ YQE HI RSWWEW PSNEW TEVGIMVEW &3 &Í %VI^^S -zHMGI 2/ 7XSVI 7EEH *SVYQ 0I 0MW &PERG (EWPY )PPYW I %PMQEPI ZSGs TSHIVj HIKYWXEV S &IEYX](VMRO I E &IEYX]'ERH] JE^IV YQE QEOI GSQTPIXE I YQE QEWWEKIQ VIPE\ERXI ' /EQYVE :IRLE ES WEPnS HS XST GEFIPIMVIMVS 'IPWS /EQYVE TEVE ETVSZIMXEV S HME ES PEHS HE &IEYX]´-R I HE *IVRERHE 0MQE I EMRHE GSRGSVVE E TVsQMSW MRGVuZIMW GSQS YQ ZEPI HI VIEMW RS WEPnS ' /EQYVE WIMW QIWIW HI TIVWSREP XVEMRIV RE EGEHIQME &MS 6MXQS QMP VIEMW IQ GSQTVEW RE PSNE -zHMGI HS 7LSTTMRK -KYEXIQM YQE NzME HE PMRLE HE 'VMWXMERE %VGERKIPM SY YQ OMX &IEYX]´-R GSQ XSHSW SW RSWWSW TVSHYXSW 7LSTTMRK -KYEXIQM 3 WLSTTMRK TVIJIVMHS HEW TEYPMWXEREW ½GEVj QYMXS QEMW MR 2IWWE QIWQE WI\XE JIMVE ZEQSW MREYKYVEV RSWWS UYMSWUYI GSRGIMXS TEVE UYI E &IEYX]´-R IWXINE QEMW TVz\MQE HI ZSGs 1SRXEVIQSW YQE WYTIVIWXVYXYVE RS TjXMS GIRXVEP HS WLSTTMRK SRHI ZSGs TSHIVj WI EPMQIRXEV GYMHEV HE FIPI^E VIPE\EV I WI HMZIVXMV ES PEHS HI *IVRERHE 0MQE I 'VMWXMERE %VGERKIPM 6ITEVSY UYI S HME q RSWWS QEW SW TVIWIRXIW WnS XSHSW TEVE ZSGs# :EQSW GSQIQSVEV

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FLYER *MGEVj RS HMWTPE] IQ XSHSW SW pontos de venda e será distriFYuHS IQ XSHEW EW HIKYWXEp~IW proporcionadas pela marca.

3 XI\XS q S QIWQS YXMPM^EHS EXYEPQIRXI TIPE &IEYX]´-R GSQ a descrição de todos os comTSRIRXIW HI GEHE TVSHYXS I WIYW FIRIJuGMSW

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Ação Evento com revendedores Hotsite para revendedores Campanha de incentivo de vendas Ponto de Venda Teaser Twitcam Quiosque Dia Beauty'In Blog Detalhes Espaço Beauty'In Merchandising Informe publicitário Posts patrocinados Selos em blogs Evento no Carnaval Vídeo Institucional Aplicativo Degustações Promoções no Twitter Banners Anúncio Evento em Campos do Jordão

Janeiro 1

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3

Fevereiro 4

1

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Março 1

2

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Abril 4

1

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Maio 4

2

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1

2

3

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MUITO OBRIGADO!