The top 12 cosmetics and skin care brands ranked by customer loyalty.
New York-based Brand Keys Inc., a brand and customer loyalty research firm, has exclusively provided WWD with the top-ranked cosmetics and skin care brands from its 2008 Brand Keys Customer Loyalty Engagement Index. A total of 3,200 consumers, 18 to 65 years of age, were screened for being users of cosmetics (lips, eyes and/or face), and were asked which cosmetics brand they bought most recently. They were then asked to rank the brand on Brand Keys' four category loyalty and engagement drivers: how it makes them look and/or feel; the amount of trust they have in the brand and how much knowledge the brand has of the consumer; the level of innovation and if the brand provides the best care for the face and skin, and whether the brand has effortless application, is antiaging, revitalizes and transforms the consumer.
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