Beauty & Personal Care
Beauty & Personal Care ranks fourth in the study, with an average Brand Intimacy Quotient of 34.7, well above the cross-industry average. Lush leads the category, followed by Elemis and Kiehl’s.
Industry Performance
Personal care’s close ties to identity and self-expression continue to translate into some of the strongest emotional bonds in the study.
Components and Measures
Enhancement is the dominant archetype, and the category ranks second in the study for enhancement after health & hygiene. Most users are in the first stage of Brand Intimacy, sharing. Resonance is low, with a sentiment score of 43.4 and an engagement score of 6.4, indicating that while people feel connected to beauty and personal care brands, the emotional bond is still growing.
Access Key Findings
Billions of data points. 425 brands. 15 years of research.
Access Key FindingHead to Head
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