The main goal of this study is to identify, within the Personal Care and Cosmetics industry, how companies strategies can affect their positioning and, specially, their performance. The study comprehended the period between 2002 and 2006. To reach the main goal of this work, strategic dimensions adopted by the companies were identified, as well as the form they compete. A database containing 41 companies and their strategic behaviors was obtained by applying direct questionnaires to the studied companies. Fourteen strategic variables, four performance variables and five environmental variables were considered. The collected data was evaluated through multivariate statistical methods, such as: factor analysis, cluster analysis and MANOVA. The presence of strategic groups was carefully analyzed. The results obtained from this analysis suggest that differences in the average performance of the formed strategic group can be explained by the different strategic decisions of each company in the utilized sample.