| Category | |
|---|---|
| Awareness | 88.0% |
| Popularity | 33.0% |
| Usage | 29.0% |
| Loyalty | 23.0% |
| Buzz | 29.0% |
Cosmetics & make-up brands
³¢'°¿°ùé²¹±ô brand profile in the U.S.
³¢'°¿°ùé²¹±ô is the most well-known cosmetics and make-up brand among U.S. consumers. The brand’s customers prioritize being successful more than non-users of L’Oréal. Additionally, the Paris-based brand’s KPIs are the highest among consumers in Generation X and among Baby Boomers. As an established brand, L’Oréal’s popularity among cosmetics and make-up users in their 40s and 50s may or may not be attributed to a tendency to stick with the brands they used in their youth.
Brand KPI profile
The pageant queen of the cosmetics and make-up brands is ³¢'°¿°ùé²¹±ô
88 percent of cosmetics & make-up users in the United States recognize the brand ³¢'°¿°ùé²¹±ô, while 29 percent had noticed the French brand across (social) media and/or advertising in the past three months before our exclusive survey. As one of the largest cosmetics company in the world, L’Oréal is liked by 33 percent and used by 29 percent among the U.S. cosmetics and make-up audience.
Generations
Generation X and Baby Boomers especially cherish ³¢'°¿°ùé²¹±ô
As one of the biggest cosmetics brands in the United States, ³¢'°¿°ùé²¹±ô is well-known across all generations. However, when comparing consumers in different age groups directly, cosmetics and make-up users in Generation X and among Baby Boomers rate the brand higher in all brand KPIs than the younger generations.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 88.0% | 87.0% | 85.0% | 94.0% | 93.0% |
| Popularity | 33.0% | 29.0% | 31.0% | 40.0% | 41.0% |
| Usage | 29.0% | 30.0% | 27.0% | 35.0% | 30.0% |
| Loyalty | 23.0% | 21.0% | 22.0% | 26.0% | 28.0% |
| Buzz | 29.0% | 27.0% | 27.0% | 32.0% | 41.0% |
Life values
³¢'°¿°ùé²¹±ô users value a happy relationship
While U.S. consumers, regardless of whether they use L’Oréal products or not, agree that safety and security is among the most important aspects in life, there are significant differences in the ranking of other important values when comparing L’Oréal users to non-users. For consumers in the U.S. who use ³¢'°¿°ùé²¹±ô, a happy relationship is more important than leading an honest and respectable life. On the other end of the ranking traditions are considered less important by both groups overall, and for consumers of ³¢'°¿°ùé²¹±ô, they rank on the very bottom.
Published October 4, 2023
| Category | Total | ³¢'°¿°ùé²¹±ô user | Non-user |
|---|---|---|---|
| An honest and respectable life | 46.0% | 42.0% | 47.0% |
| A happy relationship | 45.0% | 50.0% | 44.0% |
| Safety and security | 40.0% | 40.0% | 40.0% |
| To be successful | 39.0% | 40.0% | 39.0% |
| Making my own decisions | 32.0% | 33.0% | 32.0% |
| Having a good time | 29.0% | 27.0% | 29.0% |
| Learning new things | 28.0% | 23.0% | 29.0% |
| Advancing my career | 15.0% | 14.0% | 15.0% |
| Traditions | 14.0% | 14.0% | 14.0% |
| Social justice | 12.0% | 18.0% | 11.0% |
Brand KPI deep dive
Explore brand KPI profiles by company
Consumer ÌÇÐÄÆƽâ°æ Tool
Understand what drives your audience
Compare brands, filter by survey items, or drill down to your very own hand-tailored target group. Our Consumer ÌÇÐÄÆƽâ°æ tool has you covered.
We’re happy to help
Get in touch with us for additional information
Feel free to contact us anytime. We will respond to your inquiry as quickly as possible.