For the past eight years, Kéa Tilt and the QualiQuanti institute have been designing the BrandGagement barometer to measure how the French feel about brand commitment. For this eighth edition, several cosmetics players have managed to make their way into the ranking.
First and foremost, the barometer shows that the vast majority of French people are strongly in favor of brands contributing to a better society (88%).
In the top 5 of manufacturers contributing to the common good are two cosmetics companies: Aromazone (#1) and Yves Rocher (#2).
We also find Aromazone (#1), Yves Rocher (#2) and Nivea (#3) on the podium of brands that offer consumers well-being.
Another of the barometer’s findings is that the French no longer want to arbitrate between their finances and the environmental factor. “They no longer wish to pay more for what they consider to be the top priorities for companies in 2024, namely Made In France (61%), respect for the environment (58%) and transparency (54%).”
For the general public, being environmentally conscious is no longer a differentiating factor.
