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The Beauty and the Brand

When it comes to the beauty category, brands are…well…beautiful.

Asked what was more important…price or brand…when shopping for beauty products (shampoo, deodorant, makeup, etc.), consumers expressed a strong lean toward the value of the brand.

Based on a survey of more than 1.2 million respondents, 27 percent said that brand was more important. Meanwhile, 21 percent replied that price mattered most. Finally, 52 percent stated that both are equally important.

Therefore, a whopping 79 percent valued the brand to a great extent.


Quite simply, Brands mean something. At their core, Brands are about relationships. The more at-stake to the consumer, the more important that relationship. Brands are like the collective manilla folder of the mind. Each brand has its own folder. Any touchpoint with that brand prompts the consumer to open that mental manilla folder and insert the result of that interaction. The more entries into the folder, the more equity built up.

When it comes to things that really matter to consumers, that relationship…that brand…becomes a vital component of the decision-making process.

Should anyone be surprised that the beauty category strongly values the brand?


Not at all, actually.

Our culture is quite vain. That’s not a judgment at all. After all, I constantly check my look in the mirror before heading out–not that it helps much, but I digress. At any rate, as important as our appearances are to us, it makes perfect sense that consumers would fall back on their relationships with their brands of choice in order to put the best possible ‘look’ forward.

One of the biggest values to a company for building a strong brand is the simplification of the decision-making process. That ‘leaning’ on the brand for help with those decisions is often gradient. The more important a category is to the consumer, the more important the brand relationship. The more ambiguous a category, the importance of the brand fades. Meanwhile, a completely ambiguous category turns quickly into a commodity with few branded features and benefits.

Remember, at their core, branding is about creating an on-going relationship with the consumer…touchpoint by touchpoint…enhancing that relationship so that the mental manilla folder builds a bevy of positive experiences, serving to build solid brand equity for your company.

To learn how BrandVision Marketing can help your brand enhance that mental manilla folder, call us today at 865.531.5874 or email us at ; or schedule an appointment to meet with an Account Manager today.

By Scott Trueblood, of BrandVision Marketing. BrandVision Marketing is a full-service marketing agency based in Knoxville, TN

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