Origins and Physicians Formula emerge as Harris Poll
EquiTrend Brands of the Year in their respective cosmetics
categories; mass-market cosmetic brands continue to gain
while prestige cosmetics remain flat
NEW YORK, NY, September 27, 2012 - Designer names and price
tags are not prerequisites for strong brand equity among
cosmetics. In fact, the 2012
Harris Poll EquiTrend®study indicates that
prestige cosmetics brands, even with all the thrills of
beauty counters and makeup artists, are not necessarily
earning the highest brand equity scores. On the
contrary, data show that lower priced, mass-market cosmetics
are generally performing comparatively well on key equity
measures included in this study. Harris Poll EquiTrend is an
annual brand health assessment of over 1,500 product,
service, and lifestyle brands from Harris Interactive.
"When we compare all the cosmetics brands irrespective
of category, mass-market brands perform very well when
compared to their prestige counterparts, particularly
traditional department store brands like Estée Lauder and
Elizabeth Arden," says Joan Sinopoli, a Senior Vice
President and Senior Consultant with Harris Interactive's
Custom Solutions Group. This finding is borne out in the
dynamic between Origins Cosmetics, the Prestige Cosmetics
Brand of the Year, and Mass-Market Cosmetics Brand of the
Year, Physicians Formula Cosmetics. In addition to being the
top-ranked brand in its category, Physicians Formula's
equity score outpaces that of the more high-end Origins.
Physicians Formula is a brand to watch; not only is it a
clear equity leader in the mass-market arena, but it
maintains that leadership across most measures of Consumer
Connection and Brand Momentum.
The dynamic among prestige cosmetics is quite different.
Origins emerges as one of three similarly rated brands, but
looking across three key metrics-Equity, Consumer Connection,
and Brand Momentum-no one brand can claim preemptive
leadership. "The variability in the prestige market does
add to the impression that it is more niche; each brand has
certain strengths regardless of how much or how little
traditional marketing it does," continues Sinopoli.
"Physicians Formula may be a case for how clear
differentiation and social media marketing can help boost a
brand to a leadership position in the mass-market."
Origins Debuts as Prestige Cosmetics Brand of the Year
Within the tightly contested prestige cosmetics category,
Origins emerges as the 2012 Prestige Cosmetics Brand of the
Year. In its Harris Poll EquiTrend debut, the brand outranks
study veterans such as Shiseido Cosmetics and Sephora Brand
Cosmetics, along with fellow newcomers MAC Cosmetics and Bare
Sinopoli shares, "Among classic department store brands,
only Shiseido is in the top five in overall equity. Perhaps
it's the lingering recession; perhaps it's the
continuing outflow of these brands through discount beauty
and health channels. Regardless of the reason, the 2012
Harris Poll EquiTrend study indicates that just being present
at a department store counter is not enough to maintain
allure with the general population, particularly a younger
generation raised on specialty retail."
Meanwhile, a generation of premium-plus brands that more
tightly control their distribution channels has stolen the
spotlight. Using brand positioning that aligns with the
prevailing industry trend of "nature-meets-science"
and "skin care vs. color cosmetics", Origins shines
with the top score due to a very good showing across two
major elements of brand equity: Quality and Purchase
Consideration. However the brand posts a mediocre Familiarity
score. Origins' powerful performance in two former
aspects implies that consumers considering prestige cosmetics
are more interested in a high-quality product than a brand
they immediately recognize.
Physicians Formula is a "Fit" as Mass-Market
Cosmetics Brand of the Year
Physicians Formula Cosmetics is Harris Poll EquiTrend's
Mass-Market Cosmetics Brand of the Year in 2012.
"The brand's cosmeceutical or quasi-clinical
positioning helps it appeal to a sophisticated cosmetics
buyer, and they are in the right segments, with anti-aging
and mineral wear. They even have some fun with a
mood-boosting product line," says Sinopoli.
"Perhaps most importantly, Physicians Formula is
building intimate relationships with their consumers, as
their tagline-'Your beauty. Our passion. We
promise.'- suggests. This tagline could be an example of
the Fit metric in action."
Three factors appear to be driving Physicians Formula's
Brand of the Year ranking. First is the element of Trust.
"That 'physician' association may very well be
helping to drive both Trust and high Quality ratings,"
offers Sinopoli. Then, and very noteworthy, is Fit; 41
percent of respondents consider Physicians Formula a
"good" or "perfect" fit with their
self-image. Finally, Physicians Formula posted a category
high score in the Social Engagement metric. "Harris Poll
EquiTrend's methodology shows us that 18 percent of those
consumers rating the brand have interacted with it in the
social media sphere. This may well be their secret
sauce," says Sinopoli.
Physicians Formula holds a comfortable advantage over the
second-ranked brand, Rimmel Cosmetics. Olay Cosmetics,
Neutrogena Cosmetics, and Maybelline Cosmetics also outpace
the remaining mass-market cosmetic brands by earning equity
scores above the category average.
Neutrogena Takes Sun Screen Brand of the Year Honor in 2012
In addition to cosmetics brands used to color, soften, and
cover up skin, the Harris Poll EquiTrend study also measures
the brand equity of select sun care products. The top four
sun care brands with the strongest equity are an odd mix of
traditional, no-frills, and mass class brands.
Neutrogena Suncare, this year's Harris Poll EquiTrend Sun
Screen Brand of the Year, emerges from the mass class group.
Sinopoli notes, "Neutrogena has always been known for
gentle skin care, and we already observed in the cosmetics
categories how brands with a skin care heritage, including
Neutrogena, fare well. So it's no surprise that
Neutrogena would become the Sun Screen Brand of the
Neutrogena's Brand of the Year status is attributable to
high scores in equity metrics such as Quality and Trust.
Also, consumers display a stronger willingness to recommend
Neutrogena than any other brand in the category.
However, with sun screen being increasingly expensive, it is
not surprising to see the more affordable No-Ad Suncare brand
taking second place in the rankings. Other brands rounding
out the Sun Screen category above the category average are
Coppertone Suncare and Banana Boat Suncare.
About Harris Poll EquiTrend®
Harris Poll EquiTrend® is a leading Brand Equity tracking
study conducted by Harris Interactive that measures and
compares brand health for more than 1,500 brands. The study
was conducted online from January 31 through February 20,
2012 and analyzes the responses of over 38,500 consumers on
key measures of brand health - including how well the public
knows a brand, how positively they think of the brand and
their consideration to do business with or donate to a brand.
Each brand is rated 1,000 times among respondents who are
familiar with the brand. Harris Interactive has conducted its
Harris Poll EquiTrend study regularly since 1989, and can
offer yearly trended data from 2005. The Equity Score, a key
take-away from Harris Poll EquiTrend, has been validated
against financial performance by GeorgetownUniversity.
These statements conform to the principles of disclosure
of the National Council on Public Polls.
The Harris Poll EquiTrend® study results disclosed in
this release may not be used for advertising, marketing or
promotional purposes without the prior written consent of
Product and brand names are trademarks or registered
trademarks of their respective owners.
For a complete listing of all the brands covered in the
study, contact Corporate Communications at 212-539-9600 or
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