The present study aims to analyze the influence - positive and / or negative - of different factors in the perception and attitude of the consumer about the main brands of facial sunscreens. The research was conducted exclusively with facial sunscreen consumers residents in the southern and western areas of Rio de Janeiro, aged twenty-two to fifty-six, from the upper and middle classes. The present study includes a qualitative research, with depth interviews in which the respondents experimented and compared four premium brands of facial sunscreen, and a quantitative research, in which the Fishbein model was applied in three premium brands. The final aim was to evaluate which attributes were considered important for the consumer, as well as their relevance, based on their motivation and habits regarding facial sunscreen. Also, the respondents perception of performance and attitude related to the previously brands was analyzed, considering such attributes.