The logo of the French cosmetics group L’Oréal is visible in front of the Arc de Triomphe during a public event in Paris. – Reuters file photo

PARIS, Oct. 28 The French, Americans, British and Brazilians do not have the same expectations when it comes to cosmetics, and do not necessarily like the same brands. Yet a new study reveals that L’Oréal Paris is by far the world’s favorite cosmetics brand, topping the list in no less than 25 countries … but not in its home territory, France.

L’Oréal Paris is the world’s most searched cosmetics brand, according to research conducted by the Tajmeeli * platform, which curated a list of popular beauty brands and used Google Trends to determine search interest in 108 countries . The brand of the French cosmetics giant is preferred by Internet users in nearly a quarter of the countries studied, showing an obvious interest in its products among beauty fans.

The French brand is particularly appreciated in the Netherlands, Belgium, Hungary, Ukraine, Brazil, Colombia, Argentina, India, Thailand and Turkey. It is also the most popular brand on three continents: Asia, Europe and South America. But, against all odds, L’Oréal Paris is not the favorite brand of the French, who, it seems, prefer Guerlain.

Affordable brands lead the way

The ranking shows that with few exceptions, people around the world prefer accessible brands, like L’Oréal Paris. The French brand is followed in second position by the American brand CoverGirl, leader in 10 countries around the world and on two continents – North America and Australia & Oceania. Followed by Maybelline, NYX Professional Makeup and Avon, with products also sold at affordable prices.

Ultra influential on social media, celebrity-founded brands are also making waves. Kim Kardashian’s KKW Beauty is the No. 1 brand in the U.S., while Kylie Jenner’s Kylie Cosmetics is number nine worldwide – tied with Dior being the most popular brand in four countries around the world. But it is Rihanna who dominates the world of celebrity beauty brands, Fenty Beauty occupying fifth place in the world ranking, in particular thanks to its popularity in certain African countries (Ethiopia, Kenya, Nigeria).

According to the study, Hong Kong is the beauty capital of the world, with no less than six cosmetic brands in the lead, including Chanel, Shiseido, Estée Lauder, Clarins and Bobbi Brown. ETX Studio

* For the purposes of its ranking, Tajmeeli compiled a list of popular beauty brands and used Google Trends to determine search interest worldwide. Research interest is rated from 0 to 100, with 100 being the most popular.


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