Kerastase was the brand found most likely to be recommended to a friend or colleague in a survey of 6,000 UK shoppers, conducted by Bain & Company.
The brand achieved a Net Promoter Score (NPS) of 80%, 26 percentage points higher than its closest rival in the survey, Mercedes.
NPS is calculated by the percentage of people rating the brand highly on a scale of recommendation, subtracted by the percentage of those who would only rate it between 0-6 on a scale of 1 to 10.
The authors of the report say that advocates – family, partners, friends and experts – are the “single-most important” influence on the brand a shopper buys in the alcohol, fashion, skincare and makeup categories.
The report adds that “winning” consumer products brands must keep shoppers and consumers at the “heart” of everything they do and make their brands distinctive and relevant to shopper needs and “occasions”, such as at point of sale where consumers may be tempted to buy rival brands.
Of the 10 “most advocated” brands in the UK, only Hotel Chocolat is British, in fourth place scoring 59%.
Look out for more detail from Bain & Company’s report on UK shopper habits in next week’s Marketing Week magazine (Cover date: 12 January).
Top 10 “most advocated” brands in the UK
(Based on NPS of 350 brands covered in the survey)
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