Avon brand profile Germany 2023

How high is the brand awareness of Avon in Germany?
When it comes to cosmetics and make-up users, brand awareness of Avon is at 61 percent in Germany. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is Avon in Germany?
In total, 14 percent of German cosmetics and make-up users say they like Avon. However, in actuality, among the 61 percent of German respondents who know Avon, 23 percent of people like the brand.

What is the usage share of Avon in Germany?
All in all, 10 percent of cosmetics and make-up users in Germany use Avon. That means, of the 61 percent who know the brand, 16 percent use them.

How loyal are the users of Avon?
Around 6 percent of cosmetics and make-up users in Germany say they are likely to use Avon again. Set in relation to the 10 percent usage share of the brand, this means that 60 percent of their users show loyalty to the brand.

What's the buzz around Avon in Germany?
In September 2023, about 9 percent of German cosmetics and make-up users had heard about Avon in the media, on social media, or in advertising over the past three months. Of the 61 percent who know the brand, that's 15 percent, meaning at the time of the survey there's little buzz around Avon in Germany.

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Avon brand awareness, usage, popularity, loyalty, and buzz among cosmetics and make-up users in Germany in 2023

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Number of respondents

876 respondents

Age group

18-64 years

Special properties

respondents who use cosmetics & make-up

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left.
Brand popularity: When it comes to cosmetics & make-up, which of the following brands do you like?
Brand usage: When it comes to cosmetics & make-up, which of the following brands have you used in the past 12 months?
Brand loyalty: When it comes to cosmetics & make-up, which of the following brands are you likely to use again in the future?
Brand buzz: Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising.

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