Having selected 13 premium skincare brands available in France (Biotherm, Chanel, Clarins, Clinique, Dior, Estee Lauder, Givenchy, Guerlain, Lancome, La Prairie, Shiseido-Clé de Peau, YSL), Promise Consulting Inc. has calculated their "index of desirability" [1] and their reputation. The study was conducted on a nationally representative sample of 1,012 women aged 18 and over, between 19 and 23 April 2013.

Three brands, Chanel (50%), Clarins (46%) and Dior (44%) top the survey.

Being luxury fashion brands, Chanel and Dior (LVMH) know how to make French women dreaming - for instance by enrolling charismatic female celebrities (e.g. Anne Hathaway or Vanessa Paradis for Chanel) as spokesmodels. However, they also succeeded in developing credible scientific and technical approaches, both brands communicating extensively about their R&D efforts and investments: for instance, the opening by Chanel, of a new research centre nearby Paris last year, hosting about 200 researchers under one roof, or the construction by Dior of a new research centre near Orleans for about 30 million euros.

In this context, the performance of Clarins, that ranks second, is particularly impressive since this independent brand has to cope with competitors belonging to much larger cosmetic groups. According to Promise Consulting Inc., Clarins enjoys the benefit of its "technical know-how and also of its flawless reputation among women," as shown by its notoriety index (98%), which is the highest of the study.

Ranking in fourth position, Lancôme (41%), the luxury brand belonging to the L’Oreal group, also relies on the work of many researchers, and is now trying to create a direct relationship with its customers, in particular through its website and its YouTube page.

Guerlain, another iconic French luxury brand, ranks fifth (34%) on par with Clinique. Founded in 1828, the LVMH group brand relies on almost two centuries of history but also on a strong technical expertise, in particular in the field of cell regeneration.

At the ninth position, Biotherm (20%) seems to lag behind. Based on the benefits of Pyrenean thermal waters the brand addresses the needs of a smaller and older core target, which nevertheless remains significant in a highly competitive market. "However, says Promise Consulting Inc., without a spokesmodel, the brand will have difficulties to compete with luxury brands at the top of the podium."

"The market is structured into two major poles: luxury on the one side, where prestigious houses use their notoriety and image to provide comprehensive skin care ranges at the forefront of innovation (Chanel, Dior, Guerlain, Lancome). Specialist brands, on the other side, such a Clinique, which provide the assurance of their medical knowledge and state-of-the-art R&D,” says Professor Philippe Jourdan, founding partner of Promise Consulting Inc. / On the Web Panel.