Think about how often you weigh repeat purchasing the same cheek balm, body lotion, mousse or face cream against trying Captain Blankenship, Glossier, Drunk Elephant or Onomie’s latest and greatest arrivals. There’s too much launching, hitting virtual and RL shelves too often to not.
Case in point, according to Zion Market Research, the global cosmetics products market was valued at around $532 billion US in 2017. When you consider that a lipstick can range between $2 and $45 and skincare can be as inexpensive as The Ordinary’s Glycolic Acid 7% Toning Solution at $7.90 or as luxury as Guerlain Orchidée Impériale The Cream at $520, that’s a whole lot of math and choice. So is it truly even possible to be a ride or die the way your Grandmother was with Ponds and your Mom is with Avon in today’s exploding beauty market?
More importantly, how loyal do you go?
Apparently very, the proof is in last year’s stats. Research consultancy Brand Keys says your hard earned loyalty is based in trust and with every year that your favourite brands meet your expectations they earn 25 per cent more of your trust, which equals more dollars in their cash register. So what does it take for you to keep coming back for more Burt’s Bees Honey Lip Balm, Estée Lauder DayWear BB Crème or Neutrogena Ultra Sheer Face Sunscreen? Privacy, security and brand transparency, clearly—all the big and necessary factors in this digital, e-commerce age where our every want only takes a double click into a shopping cart and depending on if Canada Post is striking or not, about seven days to drop into your hands.
As listed in Brands Key, 2019 Customer Loyalty Index, the top 15 brands you can’t get enough of are Estée Lauder, Shiseido, Chanel, Guerlain and Clinique in Luxury Cosmetics. L’Oréal, Neutrogena, Maybelline, Sephora/Covergirl and Revlon/Mary Kay in Mass Market Cosmetics. And Chapstick, Burt’s Bees, Carmex, Abreva and Blistex in Lip Balm.