O doce aroma do desejo: análise do sentimento de pertença da classe média fortalezense ao universo do luxo através dos perfumes importados

Abstract

The luxury products carry with themselves a range of meanings and values to be communicated in society. Therefore, this cause in a great part of the society the aim to be included in the luxury consumerism universe. For the middle classes, the democratization of luxury has made this possible. Hence, to get that environment, the less affluent classes resort to one of the cheaper products and within easy reach of the Maisons: the perfume. Therefore, the main issue of this paper is to observe if the middle class of Fortaleza consumers buy imported perfumes to feel belonging to the luxury universe. This is a bibliographical and quantitative research with middle-class women of Fortaleza, which consume the imported perfumes made by luxury brands. The results obtained from this research acknowledge that most part of consumers buy the perfume as a way of acquiring a product of luxury brand and, therefore, feel part of the luxury universe.