The Use of the Country of Origin Information in Communication Strategies Used by Brazilian Cosmetics-Exporting Enterprises in External Markets

Abstract

The objective of this article was to identify the communication strategies that are used by Brazilian cosmetics-exporting enterprises and to determine the use of the country of origin information in these strategies. This exploratory study was conducted through telephone and e-mail interviews with five Brazilian enterprises in the cosmetics sector. Data analysis revealed that these enterprises emphasized the country of origin information mainly through the use of the “Made in Brazil” label and the Brazilian biodiversity. In the commercialization of their products, enterprises consider the brand to be the most important item. The use of the country of origin in the commercialization of products led to an important discussion on the image of Brazil in this sector. The results and conclusions presented in this manuscript will help cosmetics-exporting enterprises adjust their communication strategies abroad to improve sales.