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Wednesday, December 21, 2016Market

The good reputation of French beauty brands


A study conducted by the Reputation Institute shows that French beauty companies and brands have a good reputation thanks to the quality of their products and services, just as their economic performances. But their margins for progress rest upon the CSR policy. Lancôme leads this Beauty RepTrak® 2016 barometer.

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The Reputation Institute is a research and advising office specialized in the measure and management of companies and organizations’ reputation. Each year the office products studies that allow the evaluation of the companies’ reputation, by analyzing what motivates the confidence consumers grant them.

A good reputation in France…

The Beauty Rep Track’s results reveal that 13 beauty companies and brands evaluated for the purposes of this barometer have a good reputation (with an average of 71.9%). These favorable results come from the quality of the products and services they offer to the consumer, just as in their economic performances deemed to be correct.

This first RepTrak study dedicated to the beauty companies and brands also reveals that the French companies generally receive better ratings from French consumers than their foreign competitors. This average gap of 5.2% can be ascribed to a certain image of the “beauté à la française” which leads consumers to favour French companies.

The main criteria taken into account in the evaluation of the beauty companies’ reputation are the products quality and the different services they offer (21.6%), their innovation capacity (14.8%) as well as the governance responsibility they display (14.5%). If most of the evaluated companies …

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