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Brand Experience Reaches New Heights as Consumers Search for Innovation

By: Jeff Falk
Posted: April 5, 2011

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"Innovation is key, whether it's innovation in the products themselves or innovation in how those products are put into the hands of consumers (from rapid delivery to product introductions) and the after-life of service and support that the consumer experiences. And, consumers want meaningful innovation that results in a higher level of experience. Satisfaction has never been more cost-of-entry; delight is the new differentiator."

Consumers' skyrocketing desire for experience and authentic innovation are exerting the strongest impact on customer decision-making and profitable engagement with the brand. Brands able to meet or exceed these expectations become category leaders.

2011 Beauty Brand Loyalty and Engagement Rankings

Cosmetics (Luxury)

  1. Lancôme
  2. Estée Lauder
  3. Clinique
  4. Chanel
  5. Shiseido
  6. Cosmetics
  7. Mary Kay
  8. Maybelline
  9. Covergirl
  10. L'Oréal
  11. Max Factor/Sephora
  12. Revlon
  13. Avon/Neutrogena
  14. Almay
  15. Rimmel
  16. Coty

Facial Moisturizers (Luxury)

  1. Elizabeth Arden
  2. Lancôme
  3. Clarins
  4. Clinique
  5. Estée Lauder
  6. Chanel/Shiseido

Facial Moisturizers

  1. Mary Kay
  2. L'Oréal
  3. Avon
  4. Ponds
  5. Nivea/Oil of Olay
  6. Neutrogena