In Colombia, the wellness, cosmetics and beauty industry has historically achieved a deep closeness with women, not only in reaching them in their role as consumers, but also as part of their workforce, which is estimated to be more than of 9,490 million Colombian pesos per year and that maintains a growth above 3%, according to data from the National Association of Businessmen of Colombia in recent years.
With the magnifying glass placed closely on that industry, VMLY&R Colombia unveiled the ranking of the 25 wellness and beauty brands that established the best emotional connection with Colombian women. It did so through the Brand Asset Valuator study, which its network leads in the world. The list shows the brands that stood out thanks to their good performance in the five variables that the study analyzes: love for the brand, empathy, commitment, connection with the message and impact on the culture.
TOP 25
Score of the brands with the greatest emotional connection for Colombian women
Colgate (99.3 points)
Johnson & Johnson (96,4)
Neutrogena (95,4)
Lancome (93.9)
Dove (93,8)
Pond’s (91,7)
OB (90,1)
Estee Lauder (89.3)
Guilty (88.4)
We (86.7)
Clinique (86,6)
Yanbal (86,3)
Lady Speed Stick (84,3)
Revlon (84,2)
Nivea (82,6)
Listerine (81,8)
L’Oreal (81.3)
Eska (81.2)
Bodytech (80,4)
Savital (80,3)
Smart Fit (79,1)
Max Factor (79,0)
Avon (78,8)
Protex (78.2)
Maybelline (76,7)
Data was collected continuously during this year.
As a way of analyzing this top 25, Catalina Sánchez, CEO of VMLY&R Colombia, pointed out: “Without a doubt, brands and marketing teams are more connected to the new narratives and trends that reinforce the importance of women in society. and in all moments of their lives, being a fundamental piece, which has allowed to raise awareness about gender gaps and equity. This connection of brands with their consumers is given thanks to a good understanding of the culture and forms of consumption that go beyond a purchase, so that a comprehensive and coherent experience is an essential part of the process for a brand to position itself in the heart of a person; in this case, of Colombian women”.
The emotional connection Burson Cohn & Wolfe Colombia (BCW) gave, for its part, the reasons why these brands have gained ground in the hearts of thousands of Colombian women in 2023. It did so according to its own Trufluence methodology, which detected three variables: the supporting self-expression and creativity, building confidence and security, and empathy and understanding of female needs On the subject, Liliana Fernández,