INTERNATIONALIZATION STRATEGIES APPLIED IN THE COSMETICS SEGMENT IN LATIN AMERICA

Abstract

This article explores the main internationalization strategies adopted by companies in the cosmetics sector in Latin America, focusing on adapting products and operations to the particularities of the Latin American market. The study aims to analyze practices that favor international expansion and overcome regional challenges. The methodology includes an exploratory, qualitative and bibliographic approach, using data from databases such as SciELO and Google Scholar for theoretical foundation. The results highlight personalization and the use of multichannel distribution channels as essential for adapting to the local market. Trends such as premiumization and omnichannel experiences were identified as relevant to meet regional preferences and sustain global competitiveness. The conclusion indicates that personalization and multichannel strategies promote effective adaptation to local demands and contribute to the sustainable growth of companies. Technological innovation and a focus on adding value strengthen the competitiveness and expansion of companies in Latin America, creating competitive advantages and increasing the value of their products in the international market.