Emakina, a European group of digital agencies, has launched its first Brand Experience Score©, dedicated to the cosmetics market. That is 3000 women who evaluated 15 major facial care brands with the prism of experience. Results: Dior, Chanel and Lancôme in the lead, Yves Rocher and L'Occitane in ambush. Main lessons and extracts from the results.
This Emakina study, carried out by Iligo with the support of Selligent, was carried out from 4 to 18 September 2014 on a sample of 3000 women aged 18 to 69 years, who have used at least one of the 15 brands of care studied in the last 12 months. It makes it possible to define the Brand Experience Score©, a new brand appreciation indicator, a composite of the projected (the discourse), lived (the reality) and shared (the reputation) experience that ranks the different points of contact.
"Today, we are at the next stage: that of experience. Digital is everywhere. It is transversal, crosses society from one end of the spectrum to the other and no business can claim to be immune to the digital revolution. The question is no longer to be good in digital. There is no point in having a great e-commerce site if the advisors at the same brand's store treat me badly. This is called experiential marketing. To continue to generate value, it is necessary to invest in experience. The only way to do this in a digitalized, real-time world where information is fluid and the only way to exist is to generate attention is …
