“Broadly speaking, intimate brands are stronger performers,” said Rina Plapler, MBLM partner. “Intimate brands achieve greater price resilience, with consumers willing to pay more.”
Clinique, bareMinerals, Estée Lauder, Olay, MAC, Dove, Lancôme, L’Oréal and Bobbi Brown followed Chanel on the list, while Sephora ranked No. 3 in MBLM’s retail category. The agency handles strategy, design, creative and technology aspects of a brand’s relationship with consumers. Chanel, Clinique, bareMinerals, Estée Lauder, Olay, MAC, Dove, Lancôme and L’Oréal all made WWD Beauty Inc’s Power 25 list, which ranks beauty’s strongest brands.
“Many of the ranked brands are strong brands, well-known and well-regarded,” said Plapler. “Many of these brands invite dialogue and participation, creating a dynamic where the customer feels involved and invested.”
The brand intimacy ranking shifts by age demographic — bareMinerals ranks highest in among women aged 18 to 34, and Dove ranks highest among women 35 to 64, according to the report.
“Today, brands are all competing to build stronger bonds with consumers,” Plapler said. “This is especially true in health and beauty where consumers are no longer exclusive users of a single brand.”