Letycia+soares+nua+extra+quality !free! Jun 2026

Letycia Soares, a Brazilian cosmetics entrepreneur, launched the 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.

Figure 1 synthesizes these dimensions into an for cosmetics. The model posits that functional performance, ingredient transparency, sustainable packaging, and brand storytelling directly influence PQ, while price‑value congruence moderates these relationships. letycia+soares+nua+extra+quality