Beauty Perspectives
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Beauty Industry Ranks Third for Brand Intimacy

According to MBLM’s 2015 Brand Intimacy Report—a comprehensive ranking of brands based on emotion—the “health & beauty" industry ranked third for brand intimacy, after automotive and retail.

According to MBLM’s 2015 Brand Intimacy Report—a comprehensive ranking of brands based emotion—the “health & beauty" industry ranked third for brand intimacy, after automotive and retail.

“Consumers are much more discerning with products they apply to their bodies and this is understandably so," said Mario Natarelli, MBLM’s managing partner. “Benchmarking brand intimacy as a measure of the bonds these consumers form reveals opportunities for brands and pathways to growth and profit."

Retail sales in health and beauty in the United States came in at US$87.21 billion in 2013 and the global beauty market grew by 4.5 percent annually over the last 20 years.

MLBM defines brand intimacy as “an essential relationship between a person and brand that transcends usage, purchase and loyalty." According to the report, intimate brands create enhanced business performance. The report analyzes the responses of 6,000 consumers and 52,000 brand evaluations across nine industries in the U.S., Mexico and United Arab Emirates.

Chanel was the top most intimate brand in the industry, according to the report. The remaining brands among the top 10 include: Clinique, bareMinerals, Estée Lauder, Olay, MAC, Dove, Lancôme, L’Oréal and Bobbi Brown. Also of note, Sephora, (a major retailer of health and beauty products) ranked third in MBLM’s retail category and 15th overall.

Additional findings of the report include:

  • bareMinerals ranked No. 1 among women millennials, ages 18 to 34 years;
  • Dove ranked No. 1 among women 45 to 64 years;
  • Clinique ranked highest among those with an income above $100K; and
  • Olay held the highest position among those with an income of $35K to $100K.
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