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Bem-estar, auto-estima e auto-conceito: o que sentem as mulheres que se maquilham?

Santos, Gina Maria Gomes dos
Fonte: Repositório Científico Lusófona Publicador: Repositório Científico Lusófona
Tipo: Dissertação de Mestrado
POR
Relevância na Pesquisa
458.6607%
Com o propósito de estudar o que sentem as mulheres quando se maquilham comparativamente às que não se maquilham, foram utilizados os questionários aferidos para a população portuguesa: Satisfação com a Vida com a escala SLWS – Satisfaction Whith Life Scale (Simões, 1992), Auto-Estima Global (Faria e Silva, 1999) e Inventário Clínico de Auto-Conceito (Vaz Serra, 1985). Participaram na presente investigação 209 mulheres, das quais 152 se maquilham e 57 não se maquilham, com idades compreendidas entre 15 e 74 anos, sendo na maioria casadas ou em união de facto (56%), trabalhadoras (70,8%) e com uma média de escolaridade de 13,14 anos. Os resultados indicam que as mulheres que se maquilham apresentam valores mais elevados de Auto-Conceito, e que no geral as variáveis Satisfação com a Vida, Auto-Conceito e Auto-Estima se encontram associadas entre si.; With the purposes of making a comparative study between women who use cosmetics to make-up, their feelings after that application versus the ones who do not, a survey was carried out among the Portuguese people using the following sources: SLWS – Satisfaction with Life Scale – Satisfação com a Vida (Simões, 1992), Auto-Estima Global (Faria e Silva, 1999) and Inventário Clínico de Auto-Conceito (Vaz Serra...

No rastro da cobra-grande - variações míticas e sociocosmológicas: a questão da diferença na região das Guianas; The processes of differentiation among the various persons that make up the "lived worlds" found in the region of the Guianas.

Gongora, Majoi Favero
Fonte: Biblioteca Digitais de Teses e Dissertações da USP Publicador: Biblioteca Digitais de Teses e Dissertações da USP
Tipo: Dissertação de Mestrado Formato: application/pdf
Publicado em 28/09/2007 PT
Relevância na Pesquisa
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Esta dissertação consiste em um estudo dos agenciamentos indígenas acerca da questão da diferença, mais especificamente, dos processos de diferenciação entre os vários sujeitos que compõem os "mundos vividos" na região das Guianas. Parto de uma análise de variações míticas sobre a origem das cores dos pássaros, a origem dos grafismos e as sócio-gêneses, para em seguida lançar um olhar sobre a centralidade da produção de diferenças nas práticas sociais da região. Ao enfocar o tema da oscilação permanente entre contínuo e descontínuo, reúno em uma mesma geometria as mitologias e as sociocosmologias.; This study concerns indigenous agency around the question of difference, and more specifically, around processes of differentiation among the various persons that make up the "lived worlds" found in the region of the Guianas. The study takes as its starting point an analysis of variations in myths concerning the origins of the colours of birds, graphic patterns and human collectives, and goes on to explore the importance of the production of difference within social practices seen throughout the region. In focussing on the theme of permanent oscillation between the continuous and the discontinuous, the study brings together mythologies and sociocosmologies within a single frame of reference.

Análise de programas de segurança alimentar e nutricional no município de São Paulo: o conjunto dos programas compõe uma política de segurança alimentar e nutricional promotora da saúde?; Programs analysis for Food Security and Nutrition in the city of São Paulo: the set of the programs make up a Policy of Food and Nutrition Security health-promoting?

Rocha, Nayara Côrtes
Fonte: Biblioteca Digitais de Teses e Dissertações da USP Publicador: Biblioteca Digitais de Teses e Dissertações da USP
Tipo: Dissertação de Mestrado Formato: application/pdf
Publicado em 29/08/2011 PT
Relevância na Pesquisa
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A Segurança Alimentar e Nutricional (SAN) é a realização do direito de todos ao acesso regular e permanente a alimentos de qualidade, em quantidade suficiente, sem comprometer o acesso a outras necessidades essenciais, tendo como base práticas alimentares promotoras de saúde, que respeitem a diversidade cultural e que sejam social, econômica e ambientalmente sustentáveis. Nos últimos anos esta temática tem se destacado no cenário político nacional, principalmente após sua institucionalização por meio da Lei Orgânica de Segurança Alimentar e Nutricional (LOSAN 11.346/06) que cria o Sistema de Segurança Alimentar e Nutricional. Considerando os esforços para a implantação deste Sistema, nacionalmente, e a proximidade entre as proposições deste campo e o ideário da Promoção da Saúde, este estudo objetivou analisar um conjunto de programas de segurança alimentar e nutricional, desenvolvidos no município de São Paulo, sob a perspectiva da Promoção da Saúde, buscando verificar se ele compõe uma política de SAN promotora da saúde. A pesquisa, de caráter qualitativo, contou com análise de documentos referentes aos programas e entrevistas, por meio de questionários semi-estruturados, junto aos profissionais responsáveis por estas iniciativas. Verificou-se que os programas são distribuídos em todos os eixos de SAN (produção...

How to engage low category users through social media: The case of the make-up sector in Portugal

Santos, Cátia Filipa Albano
Fonte: NSBE - UNL Publicador: NSBE - UNL
Tipo: Dissertação de Mestrado
Publicado em /01/2012 ENG
Relevância na Pesquisa
669.32625%
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics; Purpose: This work project should be inevitably deemed as a practical approach to a marketing problem; “How to engage low category users through the social media – the case of the make-up sector in Portugal”. Design/methodology/approach: Online structured questionnaires and in-depth interviews were used. The questionnaire was answered by 110 women aged from 15 to 45 years old and the interviews were conducted with 14 women of the same age. The interviews provided key insights for the questionnaire formulation. Findings: Women are poorly informed on make-up properties and characteristics, feeling a genuine concern in regard to this subject. Lack of time, occasional usage and skin damage are the main barriers for make-up usage by low category users. Overcoming these aspects pass by demystifying the association of make-up with skin damage and emphasise the functional and emotional benefits of make-up. Further, brands need to create contents more consumer-oriented and ask directly to fans/followers suggestions and other insights. Resort to Portuguese “common” women for greater empathy in campaigns...

Maybelline New York, how to grow in Portugal?

Sousa, Rita Barreiros Cardoso de
Fonte: NSBE - UNL Publicador: NSBE - UNL
Tipo: Dissertação de Mestrado
Publicado em /06/2009 ENG
Relevância na Pesquisa
458.6607%
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics; This document consists of a market research on the Portuguese make-up market, and more specifically on the brand Maybelline New York. The purpose of this project is to understand the consumers’ feelings / opinions regarding this brand, in order to suggest possible strategies for Maybelline to grow in Portugal. The marketing research for this work started with an exploratory research (15 in-depth interviews), followed by a quantitative research based on a pre-arranged questionnaire (90 respondents). The main findings were that Maybelline NY is one of the make-up brands with strongest awareness. However, the majority of the respondents do not recognize themselves in this brand, it is associated with “exaggeration”, and this leads the interviewees to think that it is not adequate for Portuguese women. Finally, besides all make-up-related products, the respondents believe that Maybelline should extend to treatment products, especially face treatment.

Why is the make-up consumption in Portugal so low?

Ferreira, Sancha de Freitas Ribeiro Carvalho
Fonte: NSBE - UNL Publicador: NSBE - UNL
Tipo: Dissertação de Mestrado
Publicado em /06/2009 ENG
Relevância na Pesquisa
668.0883%
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics; This work project should be inevitably deemed as a practical approach to a marketing problem - the low consumption of make-up in Portugal, established by a L’Oréal study, dated of 2007. An exploratory quantitative research provided the general idea that the absolute consumption of make-up in Portugal should only be considered feeble when compared to other beauty products, i.e., perfume and facial treatment. Also, and perhaps more important, the notion that the main issue was the fact that make-up is not considered to be a product to be used on a daily basis but rather on an occasional one, especially in the ages of 15 to 28. I then resorted to methods of qualitative research which accommodated several reasons for this. By performing a number of in-depth interviews to women within these ages, I was able to reach the following recommendations, regarding the marketing of make-up in Portugal: the advertising should relate it more to skin care routine and protection; it should also focus in showing different make-up looks, more in line with the Portuguese women/culture; and, very important...

Will men in Portugal wear make-up in the future?

Lima, Mariana Sá
Fonte: NSBE - UNL Publicador: NSBE - UNL
Tipo: Dissertação de Mestrado
Publicado em /06/2010 ENG
Relevância na Pesquisa
665.0991%
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics; This work project aims to: 1) Explore weather men in Portugal will wear make up in the future; 2) Analyze changes in male grooming from the beginning of the 1900´s until the present time. 3) Analyze how cosmetic brands are branding to men. In order to be able to answer the questions above, secondary data was collected in the form of consumer studies and research, newspaper articles and other literary material. Since this market is still in a developing stage. It was very difficult to obtain academic papers on the subject of male make up. Then, in order to obtain primary data, it was therefore essential to conduct exploratory research. This research is the essence of the work project as it enabled me to have a privileged and detailed outlook on male attitudes towards make-up and grooming products in general, regarding the Portuguese market. In order to do this, I carried out in depth interviews as part of my exploratory research and concluded that although men in Portugal have gone a long way in the grooming process, especially in the last few years they are still very negative towards the idea of wearing make-up. Considering this...

O Comportamento do Consumidor Influenciado por Redes Sociais. Um Estudo de Caso das Empresas “O Boticário” e “Kiko Make Up Milano

Nunes, Thays Magnólia Silva
Fonte: Universidade Nova de Lisboa Publicador: Universidade Nova de Lisboa
Tipo: Dissertação de Mestrado
Publicado em /09/2014 POR
Relevância na Pesquisa
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A influência das práticas do Marketing nas redes sociais é o assunto central desta investigação. Muitos afirmam que o marketing digital afecta diretamente a vida das pessoas e consumidores. Saber em que momentos ou situações essa influência se dá é importante para estabelecer até que ponto os utilizadores permitem que o seu comportamento enquanto consumidor seja moldado. Incidindo sobre a área da cosmética, abordamos a questão da utilização de produtos de cosmética sob uma ótica sociológica que envolve desde a inserção da mulher no mercado de trabalho, os padrões de beleza existentes e o fenómeno da metrossexualidade que acontece desde os anos 2000. A investigação analisou o impacto do marketing nas redes sociais de “O Boticário” e “Kiko Make Up Milano”, duas empresas estrangeiras que actuam no mercado português de forma física e virtual. Do ponto de vista das redes sociais, o Facebook foi escolhido porque é a mais popular actualmente. A pesquisa utilizou como metodologia entrevistas e inquérito, este último alojado online. Após a realização da análise, foi constatado que “O Boticário” está mais adaptado ao mercado português, por meio de uma estratégia diferenciada, do que a “Kiko Make Up Milano”...

Kabuki make-up (Niikawa-Kuroki) syndrome: dental and craniofacial findings in a Brazilian child

Santos,Bianca Mota dos; Ribeiro,Roberta Rezende; Stuani,Adriana Sasso; Silva,Francisco Wanderley Garcia de Paula e; Queiroz,Alexandra Mussolino de
Fonte: Fundação Odontológica de Ribeirão Preto Publicador: Fundação Odontológica de Ribeirão Preto
Tipo: Artigo de Revista Científica Formato: text/html
Publicado em 01/01/2006 EN
Relevância na Pesquisa
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This article reports the case of a Brazilian child diagnosed with Kabuki make-up syndrome (KMS), addressing the clinical features observed, with emphasis on the disease-specific oral and craniofacial manifestations. The patient had the distinctive KMS craniofacial appearance, mild delayed mental development, fingers with prominent fingertip pads and visual deficit. The dental findings included fusion of the left mandibular incisors (central and lateral), gemination of the right mandibular central incisor and congenital agenesis of the right mandibular lateral incisor, in the primary dentition, as well as absence of both permanent mandibular lateral incisors. Fusion and gemination have not been previously referred to as typical dental features in KMS. The detection of unique dental findings, such as missing teeth and dental anomalies of form in the primary dentition by means of clinical and radiographic examinations, might consist of a helpful diagnosis parameter in identifying children who may have milder forms of Kabuki syndrome.

Kabuki make-up syndrome

Gabrieli,Ana Paula Tedesco; Rovaris,Fernanda Velho; Bisol,Laura Elaine; Borges,Lívia; Michelin,Marja Mandelli; Lovatto,Louise
Fonte: Sociedade Brasileira de Ortopedia e Traumatologia Publicador: Sociedade Brasileira de Ortopedia e Traumatologia
Tipo: Artigo de Revista Científica Formato: text/html
Publicado em 01/09/2002 EN
Relevância na Pesquisa
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The Kabuki Make-up Syndrome is a rare congenital anomaly, characterized by five fundamental features, the " Pentad of Niikawa": dysmorphic facies, skeletal anomalies; dermatoglyphic abnormalities, mild to moderate mental retardation, postnatal growth deficiency. Orthopaedic aspects include scoliosis, malformation of spinal column and ribs, delay in skeletal maturation, congenital deslocation of the hip and patelar dislocation, among others.With the purpose of drawing attention to this diagnostic, the case of five years old brazilian female patient is presented.It´s convenient to present this case to focus on the existance of this syndrome and all its complexity and, therefore, provide help for future diagnosis.

Kabuki make-up syndrome (Niikawa-Kuroki syndrome) associated with congenital heart disease.

Ohdo, S; Madokoro, H; Sonoda, T; Nishiguchi, T; Kawaguchi, K; Hayakawa, K
Fonte: PubMed Publicador: PubMed
Tipo: Artigo de Revista Científica
Publicado em /04/1985 EN
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Kabuki make-up syndrome has been reported mainly among Japanese, so far occurring in more than 20 cases. Among these, however, only one case associated with congenital heart defect has been reported. We have treated three patients with this syndrome and of these two had congenital heart disease. We suggest the possibility that the association of congenital heart disease with Kabuki make-up syndrome may not be fortuitous.

Effects of human perturbation on the genetic make-up of an island population: the case of the Sardinian wild boar

Scandura, M; Iacolina, L; Cossu, A; Apollonio, M
Fonte: Nature Publishing Group Publicador: Nature Publishing Group
Tipo: Artigo de Revista Científica
EN
Relevância na Pesquisa
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Game species are often manipulated by human beings, whose activities can deeply affect their genetic make-up and population structure. We focused on a geographically isolated wild boar population (Sardinia, Italy), which is classified, together with the Corsican population, as a separate subspecies (Sus scrofa meridionalis). Two hundred and ten wild boars collected across Sardinia were analysed with a set of 10 microsatellites and compared with 296 reference genotypes from continental wild populations and to a sample of domestic pigs. The Sardinian population showed remarkable diversity and a high proportion of private alleles, and strongly deviated from the equilibrium. A Bayesian cluster analysis of only the Sardinian sample revealed a partition into five subpopulations. However, two different Bayesian approaches to the assignment of individuals, accounting for different possible source populations, produced consistent results and proved the admixed nature of the Sardinian population. Indeed, introgressive hybridization with boars from multiple sources (Italian peninsula, central Europe, domestic stocks) was detected, although poor evidence of crossbreeding with free-ranging domestic pigs was unexpectedly found. After excluding individuals who carried exotic genes...

Improved LC-MS/MS of Heparan Sulfate Oligosaccharides via Chip-based Pulsed Make-up Flow

Huang, Yu; Shi, Xiaofeng; Yu, Xiang; Leymarie, Nancy; Staples, Gregory O.; Yin, Hongfeng; Killeen, Kevin; Zaia, Joseph
Fonte: PubMed Publicador: PubMed
Tipo: Artigo de Revista Científica
EN
Relevância na Pesquisa
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Microfluidic chip-based hydrophilic interaction chromatography (HILIC) is a useful separation system for liquid chromatography-mass spectrometry (LC-MS) in compositional profiling of heparan sulfate (HS) oligosaccharides; however, ions observed using HILIC LC-MS are low in charge. Tandem MS of HS oligosaccharide ions with low charge results in undesirable losses of SO3 from precursor ions during collision induced dissociation. One solution is to add metal cations to stabilize sulfate groups. Another is to add a non-volatile, polar compound such as sulfolane, a molecule known to supercharge proteins, to produce a similar effect for oligosaccharides. We demonstrate use of a novel pulsed make-up flow (MUF) HPLC-chip. The chip enables controlled application of additives during specified chromatographic time windows and thus minimizes the extent to which non-volatile additives build up in the ion source. The pulsed MUF system was applied to LC-MS/MS of HS oligosaccharides. Metal cations and sulfolane were tested as additives. The most promising results were obtained for sulfolane, for which supercharging of the oligosaccharide ions increased their signal strengths relative to controls. Tandem MS of these supercharged precursor ions showed decreased abundances of product ions from sulfate losses yet more abundant product ions from backbone cleavages.

Improved HILIC LC/MS of Heparinoids using a Chip with Post-column Make-up Flow

Staples, Gregory O.; Naimy, Hicham; Yin, Hongfeng; Kileen, Kevin; Kraiczek, Karsten; Costello, Catherine E.; Zaia, Joseph
Fonte: PubMed Publicador: PubMed
Tipo: Artigo de Revista Científica
Publicado em 15/01/2010 EN
Relevância na Pesquisa
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Heparan Sulfate (HS) and heparin are linear, heterogeneous carbohydrates of the glycosaminoglycan (GAG) family that are modified by N-acetylation, N-sulfation, O-sulfation, and uronic acid epimerization. HS interacts with growth factors in the extracellular matrix, thereby modulating signaling pathways that govern cell growth, development, differentiation, proliferation, and adhesion. HPLC-chip-based hydrophilic interaction liquid chromatography/mass spectrometry has emerged as a method for analyzing the domain structure of GAGs. However, analysis of highly sulfated GAG structures decasaccharide or larger in size has been limited by spray instability in the negative-ion mode. This report demonstrates that addition of post-column make-up flow to the amide-HPLC-chip configuration permits robust and reproducible analysis of extended GAG domains (up to degree of polymerization 18) from HS and heparin. This platform provides quantitative information regarding oligosaccharide profile, degree of sulfation, and non-reducing chain termini. It is expected that this technology will enable quantitative, comparative glycomics profiling of extended GAG oligosaccharide domains of functional interest.

Combining a Chip-Mate nESI Ion Source with Make-Up Flow Strategy for Increased System Robustness and Sensitivity in nLC-nESI-MS

Wang, C.; Jones, J.; Prosser, S.J.; Eikel, D.
Fonte: Association of Biomolecular Resource Facilities Publicador: Association of Biomolecular Resource Facilities
Tipo: Artigo de Revista Científica
Publicado em /05/2014 EN
Relevância na Pesquisa
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Adding a post column stream of solvent to the effluent from a nano-liquid chromatography system (make-up flow strategy, MUF) allows for an optimization of the solvent composition for nano-electrospray (nESI) formation of ions and can positively influence analytical performance by effecting ionization efficiency, chromatographic peak width and nESI robustness. Here, we investigated the impact of various solvent additions post analytical column and upstream of a novel chip-based nano electrospray ion source (Chip-Mate) by using a simple splitting T and a flow rate range of 200 to 800 nL/min. A standard 6 protein digest sample was analyzed using a Waters nano Acquity nLC system, an ACE C18 75 um ID analytical column, an Advion Chip-Mate nESI ion source and a Sciex 5500 QTrap mass spectrometer using short, 30 min gradients. A selection of peptides from the mixture were analyzed for peak area and height and their dependence on the ratio of analytical flow rate vs MUF rate as well as the MUF solvent composition. Although a solvent addition effectively dilutes the analyte concentration post column and mass spectrometers are usually considered concentration dependent detectors, we found an actual increase of sensitivity with solvents containing dimethylsulfoxide (DMSO)...

Alteration of Genetic Make-up in Karnal Bunt Pathogen (Tilletia indica) of Wheat in Presence of Host Determinants

Gupta, Atul K.; Seneviratne, J. M.; Bala, Ritu; Jaiswal, J. P.; Kumar, Anil
Fonte: Korean Society of Plant Pathology Publicador: Korean Society of Plant Pathology
Tipo: Artigo de Revista Científica
EN
Relevância na Pesquisa
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Alteration of genetic make-up of the isolates and monosporidial strains of Tilletia indica causing Karnal bunt (KB) disease in wheat was analyzed using DNA markers and SDS-PAGE. The generation of new variation with different growth characteristics is not a generalized feature and is not only dependant on the original genetic make up of the base isolate/monosporidial strains but also on interaction with host. Host determinant(s) plays a significant role in the generation of variability and the effect is much pronounced in monosporidial strains with narrow genetic base as compared to broad genetic base. The most plausible explanation of genetic variation in presence of host determinant(s) are the recombination of genetic material from two different mycelial/sporidia through sexual mating as well as through para-sexual means. The morphological and development dependent variability further suggests that the variation in T. indica strains predominantly derived through the genetic rearrangements.

Safety of tattoos and permanent make-up: Compilation of information on legislative framework and analytical methods

PICCININI Paola; BIANCHI IVANA; PAKALIN Sazan; SENALDI Chiara
Fonte: Publications Office of the European Union Publicador: Publications Office of the European Union
Tipo: EUR - Scientific and Technical Research Reports Formato: Online
ENG
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This document summarises the work carried out within Working Package 1 of the Administrative Arrangement 33617 on tattoos and permanent make-up, signed with Directorate General Health and Consumers (DG SANCO), now DG Justice (DG JUST). It includes: the description of the project; the description of the recommendations contained in the Council of Europe Resolution (2008)1 on requirements and criteria for the safety of tattoos and permanent make-up; the minutes of the meeting of the Consumer Safety Network Subgroup Tattoos and Permanent Make-up (CSN-STPM), held on 11th November 2014, in Ispra (VA), Italy; a collection of analytical methods that could be useful to implement the recommendations of the Council of Europe Resolution (2008)1, as well as a review of existing legislation/guidelines frameworks for the safety of tattoo and permanent make-up products in the European countries and some other jurisdictions.; JRC.I.1-Chemical Assessment and Testing

Analytical procedures for cadmium determination in facial make-up samples by graphite furnace AAS

Barros, Ariane Isis; Miranda, Kelber; Ferreira, Edilene Cristina; Neto, José Anchieta Gomes
Fonte: Perkin-elmer Corp Publicador: Perkin-elmer Corp
Tipo: Artigo de Revista Científica Formato: 102-107
ENG
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Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP); Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq); Processo FAPESP: 14/12595-1; This paper describes the development of analytical procedures for the determination of cadmium in facial make-up based on line-source graphite furnace AAS (LS-GFAAS) and direct solid sampling (DSS) coupled to a high-resolution continuum source graphite furnace AAS (HR-CS-GFAAS). Eye shadow, blush, and compact powder samples were analyzed by LS-GFAAS after microwave-assisted digestion with an HNO3/H2O2/HF mixture. Use of boric acid to eliminate HF from the digests was not feasible due to precipitation. Ammonium hydroxide was then dispensed into the graphite platform to eliminate HF and reduce digest acidity. The DSS HR-CS GFAAS procedure did not require any previous treatment. Both proposed procedures were validated using a certified reference material. Then, cadmium was determined in six facial make-up samples by LS-GFAAS and DSS HR-CS GFAAS with calibration against aqueous standard solutions. A paired t-test at a 95% confidence level showed that the DSS HR-CS GFAAS procedure enabled the achievement of similar results as those obtained by LS-GFAAS after acid digestion. The precision...

Four people by a table filled with make up and costumes for a Florida Players production of Teahouse of the August Moon

Fonte: Universidade da Flórida Publicador: Universidade da Flórida
Tipo: still image Formato: 4 x 5 cellulose acetate
Publicado em //1950's ENGLISH
Relevância na Pesquisa
654.47062%
Scanned. Slight Silvering. Three people by a table filled with make up and costumes.; (Funding) Digitized with funding from the Institute of Museum and Library Services as part of the Ephemeral Cities grant project.

How to engage low category users through social media- The case of the make-up sector in Portugal

Santos, Catia Filipa Albano
Fonte: Universidade Nova de Lisboa Publicador: Universidade Nova de Lisboa
Tipo: Dissertação de Mestrado
Publicado em /01/2012 ENG
Relevância na Pesquisa
669.32625%
Purpose: This work project should be inevitably deemed as a practical approach to a marketing problem; “How to engage low category users through the social media – the case of the make-up sector in Portugal”. Design/methodology/approach: Online structured questionnaires and in-depth interviews were used. The questionnaire was answered by 110 women aged from 15 to 45 years old and the interviews were conducted with 14 women of the same age. The interviews provided key insights for the questionnaire formulation. Findings: Women are poorly informed on make-up properties and characteristics, feeling a genuine concern in regard to this subject. Lack of time, occasional usage and skin damage are the main barriers for make-up usage by low category users. Overcoming these aspects pass by demystifying the association of make-up with skin damage and emphasise the functional and emotional benefits of make-up. Further, brands need to create contents more consumer-oriented and ask directly to fans/followers suggestions and other insights. Resort to Portuguese “common” women for greater empathy in campaigns, promote online meetings between followers and make-up professionals on social media; and finally take advantage of the hybrid condition of Facebook...