Health and beauty industry ranked third for brand intimacy
The health and beauty industry ranked third for brand intimacy in agency MBLM’s 2015 Brand Intimacy Report.
The research, which provides a comprehensive ranking of brands based on emotion, ranked health and beauty third, beaten to first and second place by the automotive and retail industries.
Chanel came out on top as the most intimate brand in the health and beauty industry, with Bareminerals, Estee Lauder and L’Oréal also in the top 10. Bareminerals ranked most popular with millennials aged 18–34 while Dove was number one with women aged 45–65.
MLBM defines brand intimacy as “an essential relationship between a person and brand that transcends usage, purchase and loyalty” and, according to the report, intimate brands create enhanced business performance.
For the professional market this can be anything from the role a therapist plays in creating brand intimacy during a treatment to the environment salon and spa owners create in their premises.
Health and beauty retail sales in the US came in at $87.21 billion in 2013, with the global beauty market growing by 4.5% annually over the past 20 years.
The report analysed the responses of 6,000 consumers and 52,000 brand evaluations across nine industries in the US, Mexico and United Arab Emirates. You can read the full report here.
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