2015健康与美容行业品牌亲密度研究（英文版）_8页_3mb

Brand Intimacy Summary: Health & Beauty Industry

Core Content Overview

The Health & Beauty industry demonstrates strong performance in Brand Intimacy, ranking second in Mexico and third in the U.S. Its average Brand Intimacy Quotient (BIQ) is higher than the global average across all nine industries surveyed, which stands at 33. The Indulgence archetype is most associated with this industry, indicating a strong emotional connection driven by pleasure and self-care.

Key Findings

Average BIQ by Country

• U.S.: Health & Beauty has an average BIQ of 36, close to the average across all categories.
• Mexico: Health & Beauty has an average BIQ of 36, also close to the average across all categories.

Top Health & Beauty Brands by Country

• U.S.:
  1. CHANEL – BIQ: 46
  2. CLINIQUE – BIQ: 45*
  3. bareMinerals – BIQ: 45*
  4. ESTÉE LAUDER – BIQ: 43
  5. Olay – BIQ: 42
• Mexico:
  1. OIAV – BIQ: 58
  2. Dove – BIQ: 57
  3. MACC – BIQ: 55
  4. CHANEL – BIQ: 54
  5. COVERGIRI® – BIQ: 49

Scores that appear tied are the result of rounding four decimal point Quotient scores to their nearest whole number.

Archetypes and Stages of Intimacy

• Indulgence and Ritual are the archetypes most associated with the Health & Beauty category.
• Fusing (the deepest stage of intimacy) is a key differentiator:
  • bareMinerals (U.S.) has 14% fusing customers.
  • MAC (Mexico) has 14% fusing customers.
  • CoverGirl (Mexico) has 9% fusing customers.
  • Revlon (Mexico) has 4% fusing customers.
• CoverGirl outperforms Revlon in all stages of intimacy, with 53% of users in the survey being intimate with the brand, compared to 31% for Revlon.

Willingness to Pay

• bareMinerals (U.S.) has 22.4% of users willing to pay 20% more for its products.
• Bobbi Brown (U.S.) has 16.3% of users willing to pay 20% more.
• CoverGirl (Mexico) has 20% of users willing to pay 20% more.
• Revlon (Mexico) has 16.7% of users willing to pay 20% more.

Insights on Brand Performance

• bareMinerals is the top brand among women 18-34 in the U.S., while Dove is the top for women 45-64.
• Clinique leads in the U.S. among those with an income above $100,000, and Olay is the top for those with an income $35,000–$100,000.
• In Mexico, CoverGirl is the top brand for women 18-34, and Dove is the top for women 35-54.
• MAC has the highest rate of fusing in the Health & Beauty category in Mexico, at 14%.
• Palmolive and Crest Pro Health rank 13th and 14th in the category, respectively.

Market Growth

• Mexico's Color Cosmetics Segment is forecasted to grow by 6.3% annually from 2014–2018.

Methodology

• Conducted in Spring 2015 by Praxis Research Partners.
• Surveyed 6,000 consumers across the U.S. (3,000), Mexico (2,000), and UAE (1,000).
• Quotas were set to match census data for age, gender, income, and region.
• Survey design was informed by qualitative research on Brand Intimacy.
• Data from 52,000 brand evaluations was analyzed using factor analysis, structural equation modeling, and other sophisticated techniques.

Additional Resources

• Explore Brand Intimacy insights using the interactive Brand Ranking Tool, industry snapshots, and country reports.
• Visit the methodology page for a detailed description of the research approach.
• Review the sources cited in the report on the sources page.

About the Agencies

MBLM

• MBLM is the Brand Intimacy Agency, focused on creating stronger bonds between people, brands, and technology.
• Integrates strategy, design, creativity, and technology to shape brands for the present and future.
• Operates in seven countries, with a multicultural team that helps clients achieve long-term marketing success.

Praxis Research Partners

• Established in 2002 by three senior market research professionals.
• Specializes in revenue-driven targeting and branding, positioning, and optimization strategies.
• Combines 60+ years of strategic research experience with analytical heritage from Yankelovich Partners and Marketing Corporation of America.

Conclusion

The Health & Beauty industry is characterized by a high level of brand intimacy, with Indulgence and Ritual as the dominant archetypes. Brands like bareMinerals, CoverGirl, Dove, and Olay lead in their respective markets, showing strong emotional connections and willingness to pay more. The methodology employed in this research provides prescriptive insights for marketers, helping them understand and enhance brand intimacy through targeted strategies.