{"id":4825,"date":"2021-07-23T08:29:00","date_gmt":"2021-07-23T06:29:00","guid":{"rendered":"https:\/\/blog.weareprovital.com\/?p=4825"},"modified":"2021-07-21T15:35:10","modified_gmt":"2021-07-21T13:35:10","slug":"tecnologia-cosmetica","status":"publish","type":"post","link":"https:\/\/blog.weareprovital.com\/pt-br\/tecnologia-cosmetica\/","title":{"rendered":"Como as marcas de beleza e cuidados pessoais podem adotar a tecnologia cosm\u00e9tica no contexto p\u00f3s-COVID-19"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">A COVID-19 mudou o comportamento dos consumidores de in\u00fameras formas significativas. Para acompanhar essas mudan\u00e7as e ouvir esses avan\u00e7os, as marcas de beleza e cuidados pessoais alteraram suas <strong>estrat\u00e9gias<\/strong>. Adotar a <strong>tecnologia cosm\u00e9tica<\/strong> e a comunica\u00e7\u00e3o digital se tornou um elemento central em toda nova estrat\u00e9gia no mercado de beleza.&nbsp;<\/p>\n\n\n\n<!--more-->\n\n\n\n<p class=\"wp-block-paragraph\">Diante de uma crise sanit\u00e1ria e econ\u00f4mica global que causou <strong>incertezas<\/strong> e <strong>tens\u00f5es<\/strong> sem precedentes no mercado, as marcas de beleza e cuidados pessoais est\u00e3o sendo for\u00e7adas a se adaptar aos novo comportamento do consumidor que est\u00e1 baseada categoricamente na <strong>tecnologia<\/strong> para ent\u00e3o realizar cada transa\u00e7\u00e3o: desde a <strong>comunica\u00e7\u00e3o<\/strong> com as marcas a <strong>compra<\/strong> de produtos.<\/p>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\">\n\t\t<div class=\"ic_cta_wrapper\">\n\t\t\t<div class=\"ic_cta_banner\">\n\t\t\t\t<!--HubSpot Call-to-Action Code -->\n\t\t\t\t<span class=\"hs-cta-wrapper\" id='hs-cta-wrapper-6c7169d0-e78a-47c5-9bc7-97b2d723e355'>\n\t\t\t\t\t<span class='hs-cta-node hs-cta-6c7169d0-e78a-47c5-9bc7-97b2d723e355' id='hs-cta-6c7169d0-e78a-47c5-9bc7-97b2d723e355'>\n\t\t\t\t\t\t<!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]-->\n\t\t\t\t\t\t<a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/6867183\/6c7169d0-e78a-47c5-9bc7-97b2d723e355\" target=\"_blank\" rel=\"noopener\">\n\t\t\t\t\t\t\t<img decoding=\"async\" class=\"hs-cta-img\" id=\"hs-cta-img-6c7169d0-e78a-47c5-9bc7-97b2d723e355\" style=\"border-width:0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/6867183\/6c7169d0-e78a-47c5-9bc7-97b2d723e355.png\"  alt=\"New Call-to-action\" \/>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/span>\n\t\t\t    <script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script>\n\t\t\t\t\t<script type=\"text\/javascript\">\n\t\t\t\t\t\thbspt.cta.load(6867183, '6c7169d0-e78a-47c5-9bc7-97b2d723e355', {\"useNewLoader\":\"true\",\"region\":\"na1\"});\n\t\t\t\t\t<\/script>\n\t\t\t\t<\/span>\n\t\t\t\t<!-- end HubSpot Call-to-Action Code -->\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n  <\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_87 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Content<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blog.weareprovital.com\/pt-br\/tecnologia-cosmetica\/#Como_a_tecnologia_cosmetica_mudou_o_mercado_de_beleza_e_cuidados_pessoais\" >Como a tecnologia cosm\u00e9tica mudou o mercado de beleza e cuidados pessoais<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blog.weareprovital.com\/pt-br\/tecnologia-cosmetica\/#Passos_para_as_marcas_de_beleza_se_tornarem_lideres_no_contexto_da_tecnologia_cosmetica\" >Passos para as marcas de beleza se tornarem l\u00edderes no contexto da tecnologia cosm\u00e9tica<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blog.weareprovital.com\/pt-br\/tecnologia-cosmetica\/#1_Crie_uma_comunidade\" >1. Crie uma comunidade\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blog.weareprovital.com\/pt-br\/tecnologia-cosmetica\/#2_Crie_uma_experiencia_omnicanal\" >2. Crie uma experi\u00eancia omnicanal<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/blog.weareprovital.com\/pt-br\/tecnologia-cosmetica\/#3_Inove_e_diversifique_envolva_os_consumidores_com_a_beleza_digital\" >3. Inove e diversifique: envolva os consumidores com a beleza digital<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Como_a_tecnologia_cosmetica_mudou_o_mercado_de_beleza_e_cuidados_pessoais\"><\/span>Como a tecnologia cosm\u00e9tica mudou o mercado de beleza e cuidados pessoais<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Antes da crise da COVID-19, as marcas j\u00e1 estavam transformando seus <strong>modelos de comunica\u00e7\u00e3o<\/strong> com seus clientes gra\u00e7as ao crescimento da tecnologia digital, optando por um <strong>paradigma bidirecional<\/strong>: as marcas comunicam suas mensagens aos clientes, mas eles tamb\u00e9m respondem, ao mesmo tempo que tamb\u00e9m interagem com outros usu\u00e1rios.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mas ap\u00f3s 2020, ocorreram <strong>transforma\u00e7\u00f5es<\/strong> ainda mais profundas:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Com o fechamento das lojas, a implementa\u00e7\u00e3o de <strong>estrat\u00e9gias de vendas digitais<\/strong> se tornou fundamental. Na verdade, os dados reunidos pela McKinsey indicam que, a maioria dos principais mercados da ind\u00fastria de beleza registrou uma queda de 85% das compras de produtos de beleza em lojas f\u00edsicas quando comparado ao per\u00edodo anterior a COVID-19. Por outro lado, alguns comerciantes que possuem e-commerces e plataformas online est\u00e3o anunciando vendas duas vezes maiores do que apresentavam antes da COVID-19, mas \u00e9 poss\u00edvel considerar um crescimento m\u00e9dio entre 20% e 30%.<\/li><li>Durante \u00e9pocas de grandes incertezas, os usu\u00e1rios buscam um <strong>conte\u00fado aut\u00eantico<\/strong>, mensagens confi\u00e1veis e a forma\u00e7\u00e3o de um relacionamento com as marcas.<\/li><li>Com as medidas de distanciamento social em vigor, o <strong>entretenimento e a educa\u00e7\u00e3o digital<\/strong> se tornaram a regra. \u00c9 por este motivo que as lives e grupos de chat online dominaram o cen\u00e1rio.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Passos_para_as_marcas_de_beleza_se_tornarem_lideres_no_contexto_da_tecnologia_cosmetica\"><\/span>Passos para as marcas de beleza se tornarem l\u00edderes no contexto da tecnologia cosm\u00e9tica<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Crie_uma_comunidade\"><\/span>1. Crie uma comunidade\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">As marcas podem estimular uma comunica\u00e7\u00e3o aberta entre os consumidores que possuem ideias semelhantes ao empregar inova\u00e7\u00f5es tecnol\u00f3gicas: desde eventos em lives a discuss\u00f5es abertas e conte\u00fado interativo, os consumidores recompensam as empresas que se esfor\u00e7am para al\u00e9m da comunica\u00e7\u00e3o unilateral atrav\u00e9s do emprego das tecnologias.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Crie_uma_experiencia_omnicanal\"><\/span>2. Crie uma experi\u00eancia omnicanal<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">As estrat\u00e9gias ominicanais consistem na capacidade de se envolver com os clientes e com os clientes em potencial por meio dos in\u00fameros canais de comunica\u00e7\u00e3o (redes sociais, email, chatbots de sites\u2026) e ainda oferecer uma <strong>experi\u00eancia personalizada e sem atrito para seus clientes<\/strong>. No mundo p\u00f3s-COVID-19, onde a tecnologia cosm\u00e9tica reina, as marcas devem adotar estes canais que funcionam para a comunica\u00e7\u00e3o com seus clientes e oferecer uma satisfa\u00e7\u00e3o excepcional em todos eles.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Inove_e_diversifique_envolva_os_consumidores_com_a_beleza_digital\"><\/span>3. Inove e diversifique: envolva os consumidores com a beleza digital<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A experimenta\u00e7\u00e3o com a tecnologia est\u00e1 ganhando for\u00e7a entre as principais marcas de beleza. Desde o uso de <strong>Realidade Virtual e Artificial<\/strong> aos apps que analisam o aspecto da pele e recomendam produtos espec\u00edficos, tudo gira em torno da inova\u00e7\u00e3o e de se desassociar das f\u00f3rmulas antiquadas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O <strong>ritmo da inova\u00e7\u00e3o<\/strong> foi acelerado e est\u00e1 mais dif\u00edcil para as marcas mostrarem sua originalidade e sua diferencia\u00e7\u00e3o. Como o tempo entre a cria\u00e7\u00e3o do produto e sua disponibiliza\u00e7\u00e3o ao consumidor foi reduzido drasticamente, as marcas precisam lutar para oferecer uma <strong>inova\u00e7\u00e3o<\/strong> constante que os clientes j\u00e1 aprenderam a cobrar.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Da mesma maneira, a inova\u00e7\u00e3o nunca esteve t\u00e3o f\u00e1cil de ser alcan\u00e7ada, desde que as marcas estejam focadas nas <strong>tend\u00eancias<\/strong> e <strong>fornecedores<\/strong> certos, ao mesmo tempo em que conseguem manter uma comunica\u00e7\u00e3o por meio das estrat\u00e9gias de marketing adequadas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pegue o HYDROMANIL\u2122 como exemplo.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Este ingrediente ativo, desenvolvido pela Provital, reuniu a tend\u00eancia dos <strong>consumidores preocupados com a sa\u00fade<\/strong> com a de <strong>beleza bot\u00e2nica<\/strong> e foi recentemente testado novamente para dar um novo <strong>foco \u00e0 sua tecnologia de matriz de ponta<\/strong> de modo a criar uma solu\u00e7\u00e3o para o mercado de beleza e cuidados pessoais atual.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O HYDROMANIL\u2122 \u00e9 uma resposta \u00e0s atuais tend\u00eancias de tecnologia cosm\u00e9tica no mercado de beleza e cuidados pessoais \u00e0 medida que oferece uma <strong>hidrata\u00e7\u00e3o<\/strong> instant\u00e2nea e um <strong>equil\u00edbrio bacteriano <\/strong>atrav\u00e9s de uma Tecnologia 3D Matrix exclusiva.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A <strong>Tecnologia 3D Matrix <\/strong>da Provital oferece uma inje\u00e7\u00e3o multicapilar que captura compostos intensamente hidratantes extra\u00eddos da planta andina <strong><em>Caesalpinia Spinosa<\/em><\/strong>. A tecnologia ent\u00e3o libera esses compostos gerando uma entrega cont\u00ednua do ingrediente que fornece um n\u00edvel ideal de hidrata\u00e7\u00e3o \u00e0 pele ao mesmo tempo em que inibe a forma\u00e7\u00e3o de biofilme, mantendo a condi\u00e7\u00e3o das bact\u00e9rias comensais como residentes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Em outras palavras, o HYDROMANIL\u2122 e sua exclusiva Tecnologia 3D Matriz funcionam atrav\u00e9s da libera\u00e7\u00e3o de galacto-mano-oligossacar\u00eddeos no <strong>estrato c\u00f3rneo<\/strong> de forma cont\u00ednua. Ao mesmo tempo, tamb\u00e9m cria um <strong>efeito filmog\u00eanico<\/strong> na superf\u00edcie da pele, de modo a regular o resultado final da <strong>hidrata\u00e7\u00e3o<\/strong> combinada (imediata e cont\u00ednua) e da manuten\u00e7\u00e3o das <strong>bact\u00e9rias comensais<\/strong> da pele no seu estado natural.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Assim, ele se torna o exemplo perfeito de como as marcas podem <strong>adotar a beleza digital <\/strong>sem terem que fechar a porta para outras tend\u00eancias importantes como a demanda por um mercado de beleza natural e limpa.<\/p>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\">\n\t\t<div class=\"ic_cta_wrapper\">\n\t\t\t<div class=\"ic_cta_banner\">\n\t\t\t\t<!--HubSpot Call-to-Action Code -->\n\t\t\t\t<span class=\"hs-cta-wrapper\" id='hs-cta-wrapper-c93844c5-b4e5-4f1d-923e-fc5d75e755da'>\n\t\t\t\t\t<span class='hs-cta-node hs-cta-c93844c5-b4e5-4f1d-923e-fc5d75e755da' id='hs-cta-c93844c5-b4e5-4f1d-923e-fc5d75e755da'>\n\t\t\t\t\t\t<!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]-->\n\t\t\t\t\t\t<a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/6867183\/c93844c5-b4e5-4f1d-923e-fc5d75e755da\" target=\"_blank\" rel=\"noopener\">\n\t\t\t\t\t\t\t<img decoding=\"async\" class=\"hs-cta-img\" id=\"hs-cta-img-c93844c5-b4e5-4f1d-923e-fc5d75e755da\" style=\"border-width:0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/6867183\/c93844c5-b4e5-4f1d-923e-fc5d75e755da.png\"  alt=\"New Call-to-action\" \/>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/span>\n\t\t\t    <script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script>\n\t\t\t\t\t<script type=\"text\/javascript\">\n\t\t\t\t\t\thbspt.cta.load(6867183, 'c93844c5-b4e5-4f1d-923e-fc5d75e755da', {\"useNewLoader\":\"true\",\"region\":\"na1\"});\n\t\t\t\t\t<\/script>\n\t\t\t\t<\/span>\n\t\t\t\t<!-- end HubSpot Call-to-Action Code -->\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n  <\/p>\n","protected":false},"excerpt":{"rendered":"<p>A COVID-19 mudou o comportamento dos consumidores de in\u00fameras formas significativas. Para acompanhar essas mudan\u00e7as e ouvir esses avan\u00e7os, as [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":4808,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[55],"tags":[],"class_list":["post-4825","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inovacao-em-compartilhamento"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Como as marcas de beleza e cuidados pessoais podem adotar a tecnologia cosm\u00e9tica no contexto p\u00f3s-COVID-19<\/title>\n<meta name=\"description\" content=\"A tecnologia cosm\u00e9tica e suas implica\u00e7\u00f5es para as marcas de beleza: como as empresas podem responder \u00e0 economia digital.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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