No Love For Cosmetics "Superbrands"

The UK's top 500 Superbrands* list is out - and there's not a single cosmetics or toiletries brand in the top 100, reports Cosmetics Design.

Luxury brands performed the best: Estée Lauder was the closest at 120, followed by Chanel (No. 142) and Clinique (No. 195). Next came toiletries: Gillette, Wilkinson Sword and Colgate, followed by big personal care players, including Dove at 294th and Nivea at 300th. Still, a poor showing from the industry! --What's up with that?

According to a Stephen Cheliotis, the chief executive at the Centre for Brand Analysis, it is because there is a "lack of heritage and emotional attachment" that consumers hold for brands in the category. Most consumers do not associate big cosmetics brands with their childhood (like Kellogg's) or believe that they represent any kind of value system.

*A superbrand is defined as brand that has established the finest reputation in its field, offering customers significant emotional and tangible advantages over other brands, which (consciously or sub-consciously) they want and recognize.