This year's award celebrates an industry that, following the end of the COVID-19 pandemic, is playing an increasingly important role in the lives of consumers and is experiencing an upswing. For a comprehensive measurement of brand success and future potential, this study combines four different perspectives in a causal model.

• Share of Soul: Emotional perception of people toward the brand.
• Share of Market: How people think rationally about a brand and act accordingly – creating market share and customer loyalty, growing in the market, etc.
• Premium: The extent to which consumers are willing to pay more for the brand than for competitor products.
• Competence: Whether a brand manages to fulfill the most important consumer demands in the field and is seen as an expert in the Beauty industry.

GfK is renowned for offering clear business guidance - through panel data, brand tracking, price modelling, trend research and beyond. Afterall, it’s not enough just to be a loved brand – companies need to measure how this translates into market share and sales, to truly become a Best Brand.

To discover what GfK can reveal about your brand, contact us here.