Beauty Trends: The Top Cosmetic Brands

Brand Keys Inc just released their 2008 Brand Keys Customer Loyalty Engagement Index survey exclusively to WWD. Over 3,000 consumers were surveyed regarding their most recent cosmetic purchases. Of the top 12 brands, eight were mass market brands. The big surprise was Mary Kay, which came in at #2 and Avon which came in at #12. I would have thought the opposite, especially since Avon’s marketing is more visible than Mary Kay.
Top Cosmetic Brands
1. Maybelline
2. Mary Kay
3. Estee Lauder
4. Lancome
5. Clinique
6. L’Oreal
7. Chanel
8. Max Factor
9. Cover Girl
10. Neutrogena
11. Revlon
12. Avon

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  1. fiona says

    Interesting list. I know Avon isn’t exactly considered “hip” (despite their recent ad campaigns to try to make it so), but I have to say that Avon online has really surprised me in the last year.

    The quality of the products is very good, they have great sales and you can always find a coupon code for free shipping. And they are wonderful about refunding you for products that don’t work out – one phone call and it’s done. They also have recently added a section for customer reviews on their site recently.

    Just my two cents – I swear I’m not an Avon rep!

  2. Sarah says

    Clinique and Estee Lauder have worked brilliantly for me. Clinique’s 3 step skin care system is wonderful and estee lauder actually has products that work. Expensive but worth it. Avon I would not waste money on again. Really cheap awful products. Revlon has nice lip wear but the foundations, powders and eyeshadows are no good. ESP the cream ones. Maybelline has nice mascaras and eyeshadows but that mousse foundation is terrible. Too thick and produces fake looking results.

  3. Aashrita says

    Estee Lauder owns 25 brands, including Prescriptives, Bobbi Brown and M.A.C Cosmetics, as well as Origins, Tommy Hilfiger fragrances and Crème de la Mer.
    So M.A.C cosmetics is in the third list.

    • says

      I don’t think the list is in terms of importance.. But Max Factor has been around FOR AGES (the line was named after MAx Factor, who was a BIG hollywood make up artist)


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