Mary Kay is the cosmetic brand with the most loyal customers, followed by Maybelline and Estee Lauder, according to Brand Keys’ Loyalty Leaders List. Brand Keys measures consumer loyalty by first determining their brands of choice in a variety of categories and then asking them how the brands meet or exceed their expectations, thereby predicting future behavior. [Consumer & Brands]
Source: Brand Keys, Robert Passikoff, Founder and President, 9 W. 29th St., 5th Fl., New York, NY 10001; 212-532-6028; rpassikoff@brandkeys.com; www.brandkeys.com.
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