The global cosmetics market, valued at US $532 billion in 2023, is characterized by intense competition, rapid product turnover, and a growing consumer demand for authenticity, sustainability, and high‑performance formulations (Euromonitor, 2024). In response, many firms adopt extra‑quality positioning strategies—claims that go beyond baseline functional benefits to promise superior sensory, ethical, and health attributes (Kapferer, 2015).
NUA‑Extra Quality (NUA‑EQ) is an emergent conceptual framework that integrates three core pillars: letycia+soares+nua+extra+quality
Letycia Soares, a Brazilian cosmetics entrepreneur, launched the NUA‑EQ line in early 2023, aiming to reposition her brand from “affordable everyday” to “premium natural‑unisex”. This case offers a fertile ground to examine whether the NUA‑EQ model can translate into measurable gains in brand equity and financial performance. The global cosmetics market, valued at US $532
Research Questions
The remainder of the paper proceeds as follows: Section 2 reviews relevant literature; Section 3 outlines the methodology; Section 4 presents results; Section 5 discusses implications; and Section 6 concludes with limitations and future research directions. The remainder of the paper proceeds as follows:
While individual pillars have been examined, the integration of Natural‑origin, Unisex, and Augmented experience remains underexplored. The NUA‑EQ framework proposes that synergistic alignment of these pillars yields a cumulative premium effect, potentially surpassing the sum of its parts (Soares & Pereira, 2024).
Gender‑neutral cosmetics challenge traditional gendered marketing and open new usage occasions (Gill, 2020). Research indicates that unisex positioning can increase market breadth without diluting brand identity when aligned with inclusive messaging (Sung & Kim, 2022).
