Cosmetics & make-up brands

L'Oréal brand profile in the U.S.

L'Oréal is the most well-known cosmetics and make-up brand among U.S. consumers. The brand’s customers prioritize being successful more than non-users of L’Oréal. Additionally, the Paris-based brand’s KPIs are the highest among consumers in Generation X and among Baby Boomers. As an established brand, L’Oréal’s popularity among cosmetics and make-up users in their 40s and 50s may or may not be attributed to a tendency to stick with the brands they used in their youth.

Brand KPI profile

The pageant queen of the cosmetics and make-up brands is L'Oréal

88 percent of cosmetics & make-up users in the United States recognize the brand L'Oréal, while 29 percent had noticed the French brand across (social) media and/or advertising in the past three months before our exclusive survey. As one of the largest cosmetics company in the world, L’Oréal is liked by 33 percent and used by 29 percent among the U.S. cosmetics and make-up audience.

Generations

Generation X and Baby Boomers especially cherish L'Oréal

As one of the biggest cosmetics brands in the United States, L'Oréal is well-known across all generations. However, when comparing consumers in different age groups directly, cosmetics and make-up users in Generation X and among Baby Boomers rate the brand higher in all brand KPIs than the younger generations.

Life values

L'Oréal users value a happy relationship

While U.S. consumers, regardless of whether they use L’Oréal products or not, agree that safety and security is among the most important aspects in life, there are significant differences in the ranking of other important values when comparing L’Oréal users to non-users. For consumers in the U.S. who use L'Oréal, a happy relationship is more important than leading an honest and respectable life. On the other end of the ranking traditions are considered less important by both groups overall, and for consumers of L'Oréal, they rank on the very bottom.

Published October 4, 2023

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