Brazil is now the fifth largest consuming market for those products. Brazilians are reputed to be one the vainest people in the world, and that behavior has been reflected on fast-growing cosmetics, perfumery and personal hygiene industries over the past decade. As women began playing an increasingly important role in the labor market, Brazilians became more concerned about their image and looks. The conjoint analysis method has been applied in this monograph. The point is identifying which features most influence women to buy moisturizer. Four moisturizer features (each with three different levels) were identified by qualitative surveying. Next, our samples (women) were given questionnaires in which they had to list those nine products in a preference order. With those results, it became possible to identify which feature customers found relevant, and to achieve an ideal product through the combination of those features.