Beauty & personal care is a new industry and ranks 11th in our 2022 rankings. Top brands include Avon, Lush, and ILIA.
Beauty & personal care’s average Brand Intimacy Quotient score is 34.0, slightly below the cross-industry average of 36.8.
Fulfillment is the dominant archetype, and Lush is the top performer for fulfillment. Beauty & personal care also performs above the industry average for bonding, the middle stage of Brand Intimacy.
In comparing Avon and Lush, we see a mixed performance. Avon scores better for prevalence and is stronger across enhancement and ritual, while Lush exceeds on the remaining archetypes. The brands are closely matched across sharing and bonding, with Lush stronger for fusing. Keywords for Avon are excitement and love, and keywords for Lush are clean, eco-friendly, and beautiful.