Most Popular in:

Hair Care

Email This Item! Print This Item!

In Ranking Brand Engagement, Delighting Consumers Continues to Be Key to Brand Connection

Posted: February 9, 2012

page 2 of 4

“Experience is key, whether it's experience with products themselves, or how products are put into the hands of consumers from rapid delivery to product introductions including the after-life of service and support that the consumer experiences. Consumers want a higher level of experience,” Passikoff continued. “This year consumers’ skyrocketing desire for experience and authentic brand values are exerting the strongest impact on customer decision-making and profitable engagement with brands. Brands that can meet, or exceed, consumer expectations become category leaders. This only matters, of course, if marketers keep score by counting sales and profits, not by merely tracking awareness levels.”

Brands That Delight the Consumer

Beauty and personal care product brand loyalty and engagement rankings for 2012:


  1. Mary Kay/Maybelline (tie)
  2. L'Oréal/Sephora (tie)
  3. CoverGirl/Neutrogena (tie)
  4. Revlon/Coty (tie)
  5. Avon
  6. Max Factor/Rimmel (tie)
  7. Almay

Cosmetics (Luxury)

  1. Clinique
  2. Lancôme
  3. Chanel
  4. Estée Lauder
  5. Shiseido

Facial Moisturizer

  1. L’Oréal
  2. Avon
  3. Mary Kay
  4. Ponds
  5. Olay
  6. Neutrogena
  7. Nivea