Everyone Loves Cosmetics...But Which Ones?

Human behaviour is driven by two decision-making Systems:Human behaviour is driven by two decision-making Systems: 1 + 2

“We are not thinking machines that feel – we are feeling machines

that think”

“We are not thinking machines that feel – we are feeling machines

that think”

Logical

Slow

Rule based

Tiring

Considered

Intuitive

Fast

Emotional

Effortless

Automatic

System 2System 2 System 1System 1

72

78

40

63

Kind

er (I

T)

Goo

gle

(US)

App

le (B

R)A

pple

(US)

BBC

(UK)

Colg

ate

(FR)

Brit

ish

Gas

(UK)

Roya

l Ban

k of

Sco

tlan

d (U

K)

Dov

e (U

K) →

P&G

(US)

Emotion-into-Action™ Score

What 3 things come to your mind when you think about [brand]?

Simple and easy to use Easy to understand 26

36

The opportunity to give real opinions

Good fun to do 20

25

Less manipulative than most

They help make a difference and are good fun

13

13

Interesting and informative Interesting 11

12

They are about interesting products

Very topical and informative 10

10

(Sample: 1373 x All) %

[LOGO]

High Quality

3

4

4

4

3

3

3

3

3

3

3

5

72

78

40

63

Emotion-into-Action™ Score

Please name as many cosmetic brands that you can think of! [20 sec time limit]

969292

89

8874

5352

4948

43

88

L’OréalYves RocherMaybellineManhattan

AstorMaxFactor

Estée LauderArtdecoClarins

ShiseidoP2

Catrice

% of respondents

Which of the following brands are you aware of? Which of the following brands have you bought in the past 12 months?

4847

4026

2419

1515

866

24

MaybellineL’Oréal

ManhattanP2

MaxFactorYves Rocher

AstorArtdecoCatrice

Estée LauderShiseido

Clarins

% of respondents

Which of these faces best expresses how you feel about [brand]?

8 7 8 6 4 8 6 6 8 7 7 9

6658 53 52

4329 33 31 25 24 26 18

24

29 37 39

39 59 5755 64 65 64

72

1

2

1 11

1112 1

4

1 2 1 11 2 1 2 61 2 2 2 2 1 1

1.71 1.60 1.36 1.36 1.24 0.90 0.87 0.96 0.74 0.73 0.75 0.57111

Maybelline(250)

L’Oréal(247)

Manhattan(247)

MaxFactor(248)

YvesRocher(250)

P2 (246) Astor(250)

EstéeLauder(249)

Artdeco(252)

Catrice(255)

Shiseido(251)

Clarins(251)

% o

f re

spon

dent

s

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise

Intensity Score measured on a scale from 0 to +3

80,0 75,6 75,1 74,5 68,3 67,6 67,2 67,1 66,0 65,6 65,6 63,8 EiA™ Score

% Agreeing under time pressure

-9E+26

0

Famous brand

High Quality

Trustworthy brand

Natural

Different

Distinctive

Broad choice

Modern

Test average Maybelline (250) L’Oréal (247) Manhattan (247)

MaxFactor (248) P2 (246) Astor (250) Catrice (255)

…decide if the words match how you feel about the name …but be quick, you only have a couple of seconds to make your choice

% Agreeing under time pressure

-9E+26

0

Famous brand

High Quality

Trustworthy brand

Natural

Different

Distinctive

Broad choice

Modern

Test average Yves Rocher (250) Estée Lauder (249) Artdeco (252) Shiseido (251) Clarins (251)

…decide if the words match how you feel about the name …but be quick, you only have a couple of seconds to make your choice

8

66

24

11.71

Maybelline (250)

% o

f res

pon

dent

s

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise


What is it about Maybelline that makes you feel [emotion]? What 3 thingscome to mind when you think of Maybelline?

5

7

58

29

122

1.60

1

L’Oréal(247)

% o

f res

pon

dent

s

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise


What is it about L’Oréal that makes you feel [emotion]? What 3 thingscome to mind when you think of L’Oréal?

4

8

53

37

11.36

1

Manhattan (247)

% o

f res

pon

dent

s

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise


What is it about Manhattan that makes you feel [emotion]? What 3 thingscome to mind when you think of Manhattan?

4

6

52

39

2

1.36

MaxFactor (248)

% o

f res

pon

dent

s

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise


What is it about MaxFactor that makes you feel [emotion]? What 3 thingscome to mind when you think of MaxFactor?

4

4

43

39

2

6

1.24

4

YvesRocher

(250)

% o

f res

pon

dent

s

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise


What is it about Yves Rocher that makes you feel [emotion]? What 3 thingscome to mind when you think of Yves Rocher?

3

What is it about P2 that makes you feel [emotion]? What 3 thingscome to mind when you think of P2?

3

7 8

52

29

37

59

311 11

1.40 0.902 1

P2 (246)

% o

f res

pond

ents

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise


Those who are aware of P2 (48%)

6

33

57

12

0.87

1

Astor (250)

% o

f res

pon

dent

s

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise


What is it about Astor that makes you feel [emotion]? What 3 thingscome to mind when you think of Astor?

3

6

31

55

111

20.96

2

EstéeLauder

(249)

% o

f res

pon

dent

s

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise


What is it about Estée Lauder that makes you feel [emotion]? What 3 thingscome to mind when you think of Estée Lauder?

3

What is it about Artdeco that makes you feel [emotion]? What 3 thingscome to mind when you think of Artdeco?

3

7 8

43

25

47

64

1 12 21.10 0.74

Artdeco(252)

% o

f res

pond

ents

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise


Those who are aware of

Artdeco (53%)

What is it about Catrice that makes you feel [emotion]? What 3 thingscome to mind when you think of Catrice?

3

6 7

51

24

37

65

1

42

1.29 0.73

11

Catrice(255)

% o

f res

pond

ents

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise



Catrice (43%)

What is it about Shiseido that makes you feel [emotion]? What 3 thingscome to mind when you think of Shiseido?

3

8 7

45

26

44

64

111 1

1.18 0.751 1

Shiseido(251)

% o

f res

pond

ents

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise



Shiseido (49%)

What is it about Clarins that makes you feel [emotion]? What 3 thingscome to mind when you think of Clarins?

3

9 9

32

18

59

72

1 10.85 0.57

Clarins(251)

% o

f res

pond

ents

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise



Clarins (52%)

Everyone Loves Cosmetics...But Which Ones?

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