Which cosmetic brands have the best outward-facing appearance? BrainJuicer's System 1 Brand Tracking study in Germany reveals the strongest cosmetics brands and why emotion (not reason) is the strongest driver in the consumer decision-making process.

4. Human behaviour is driven by
two decision-making Systems:
Human behaviour is driven by
two decision-making Systems: 1 + 2

5. “We are not
thinking machines
that feel – we are
feeling machines
that think”
“We are not
thinking machines
that feel – we are
feeling machines
that think”

6. Logical
Slow
Rule based
Tiring
Considered
Intuitive
Fast
Emotional
Effortless
Automatic
System 2System 2 System 1System 1

9. 72
78
40
63
Kinder(IT)
Google(US)
Apple(BR)
Apple(US)
BBC(UK)
Colgate(FR)
BritishGas(UK)
RoyalBankofScotland(UK)
Dove(UK)→
P&G(US)
Emotion-into-Action™ Score

10. What 3 things come to your mind
when you think about [brand]?
Simple and easy to use
Easy to understand26
36
The opportunity to give real
opinions
Good fun to do20
25
Less manipulative than most
They help make a difference
and are good fun
13
13
Interesting and informative
Interesting11
12
They are about interesting
products
Very topical and informative10
10
(Sample: 1373 x All)%

11. [LOGO]
High Quality

13. 3
4
4
4
3
3
3
3
3
3
3
5

16. 72
78
40
63
Emotion-into-Action™ Score

17. Please name as many cosmetic brands that you can think of! [20 sec time limit]

18. 96
92
92
89
88
74
53
52
49
48
43
88
L’Oréal
Yves Rocher
Maybelline
Manhattan
Astor
MaxFactor
Estée Lauder
Artdeco
Clarins
Shiseido
P2
Catrice
% of respondents
Which of the following brands are you aware of? Which of the following brands have you bought in
the past 12 months?
48
47
40
26
24
19
15
15
8
6
6
24
Maybelline
L’Oréal
Manhattan
P2
MaxFactor
Yves Rocher
Astor
Artdeco
Catrice
Estée Lauder
Shiseido
Clarins
% of respondents

19. Which of these faces best expresses how you feel about [brand]?
8 7 8 6 4 8 6 6 8 7 7 9
66
58 53 52
43
29 33 31 25 24 26 18
24
29 37 39
39 59 57
55 64 65 64
72
1
2
1 1
1
11
12 1
4
1 2 1 11 2 1 2
6
1 2 2 2 2 1 1
1.71 1.60 1.36 1.36 1.24 0.90 0.87 0.96 0.74 0.73 0.75 0.57
111
Maybelline
(250)
L’Oréal
(247)
Manhattan
(247)
MaxFactor
(248)
Yves
Rocher
(250)
P2 (246) Astor
(250)
Estée
Lauder
(249)
Artdeco
(252)
Catrice
(255)
Shiseido
(251)
Clarins
(251)
%ofrespondents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score
measured on a
scale from 0 to +3
80,0 75,6 75,1 74,5 68,3 67,6 67,2 67,1 66,0 65,6 65,6 63,8 EiA™ Score

20. % Agreeing under time pressure
-9E
+26
0
Famous brand
High Quality
Trustworthy brand
Natural
Different
Distinctive
Broad choice
Modern
Test average Maybelline (250) L’Oréal (247) Manhattan (247)
MaxFactor (248) P2 (246) Astor (250) Catrice (255)
…decide if the words match how you feel about the name …but be quick, you only have a couple of seconds to make your choice

21. % Agreeing under time pressure
-9E
+26
0
Famous brand
High Quality
Trustworthy brand
Natural
Different
Distinctive
Broad choice
Modern
Test average Yves Rocher (250) Estée Lauder (249) Artdeco (252) Shiseido (251) Clarins (251)
…decide if the words match how you feel about the name …but be quick, you only have a couple of seconds to make your choice

23. 8
66
24
1
1.71
Maybellin
e (250)
%ofrespondents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score
measured on a
scale from 0 to +3
What is it about Maybelline that makes you feel [emotion]? What 3 things
come to mind when you think of Maybelline?
5

24. 7
58
29
1
2
2
1.60
1
L’Oréal
(247)
%ofrespondents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score
measured on a
scale from 0 to +3
What is it about L’Oréal that makes you feel [emotion]? What 3 things
come to mind when you think of L’Oréal?
4

25. 8
53
37
1
1.36
1
Manhatta
n (247)
%ofrespondents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score
measured on a
scale from 0 to +3
What is it about Manhattan that makes you feel [emotion]? What 3 things
come to mind when you think of Manhattan?
4

26. 6
52
39
2
1.36
MaxFacto
r (248)
%ofrespondents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score
measured on a
scale from 0 to +3
What is it about MaxFactor that makes you feel [emotion]? What 3 things
come to mind when you think of MaxFactor?
4

27. 4
43
39
2
6
1.24
4
Yves
Rocher
(250)
%ofrespondents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score
measured on a
scale from 0 to +3
What is it about Yves Rocher that makes you feel [emotion]? What 3 things
come to mind when you think of Yves Rocher?
3

28. What is it about P2 that makes you feel [emotion]? What 3 things
come to mind when you think of P2?
3
7 8
52
29
37
59
3
11 1
1
1.40 0.90
2 1
P2 (246)
%ofrespondents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score
measured on a
scale from 0 to +3
Those who are
aware of
P2 (48%)

29. 6
33
57
1
2
0.87
1
Astor (250)
%ofrespondents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score
measured on a
scale from 0 to +3
What is it about Astor that makes you feel [emotion]? What 3 things
come to mind when you think of Astor?
3

30. 6
31
55
111
2
0.96
2
Estée
Lauder
(249)
%ofrespondents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score
measured on a
scale from 0 to +3
What is it about Estée Lauder that makes you feel [emotion]? What 3 things
come to mind when you think of Estée Lauder?
3

31. What is it about Artdeco that makes you feel [emotion]? What 3 things
come to mind when you think of Artdeco?
3
7 8
43
25
47
64
1 12 2
1.10 0.74
Artdeco
(252)
%ofrespondents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score
measured on a
scale from 0 to +3
Those who are
aware of
Artdeco (53%)

32. What is it about Catrice that makes you feel [emotion]? What 3 things
come to mind when you think of Catrice?
3
6 7
51
24
37
65
1
4
2
1.29 0.73
1
1
Catrice
(255)
%ofrespondents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score
measured on a
scale from 0 to +3
Those who are
aware of
Catrice (43%)

33. What is it about Shiseido that makes you feel [emotion]? What 3 things
come to mind when you think of Shiseido?
3
8 7
45
26
44
64
11
1 1
1.18 0.75
1 1
Shiseido
(251)
%ofrespondents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score
measured on a
scale from 0 to +3
Those who are
aware of
Shiseido (49%)

34. What is it about Clarins that makes you feel [emotion]? What 3 things
come to mind when you think of Clarins?
3
9 9
32
18
59
72
1 1
0.85 0.57
Clarins
(251)
%ofrespondents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score
measured on a
scale from 0 to +3
Those who are
aware of
Clarins (52%)