MSW’s RDE Analytic Framework rests on a study that found that three equity dimensions (Relevance, Differentiation, Emotion) are responsible for driving a significant portion of brand growth.  Our ongoing Chart of the Week series is dedicated to sharing RDE results for a variety of categories.      

If you have questions about your category or want your own Chart of the Week – give us a call.      

This TBSM / RDE assessment among major Facial Moisturizer brands was taken among 750 women and led to the following insights:

• Olay is the category leader in terms of both RDE Composite and brand preference.  It leads all other brands for each of the three RDE dimensions, with its lead being largest for Relevance and smallest for Differentiation.  Olay is particularly strong among women age 55+ in terms of both preference and RDE.
• In general the category is emotionally driven, with the Emotion dimension being highest for all but one brand.

• Both Aveeno and Neutrogena have very similar RDE profiles and Brand Preference levels, with Aveeno having a slight edge in Differentiation and Neutrogena a small lead in both Relevance and Emotion. as well as brand preference levels.  Both brands are more driven by medium to light category users versus most of the competition.

• As luxury brands, both Clinique and Lancôme have somewhat higher brand preference levels than expected from RDE Composite, which is not uncommon for premium brands.  Both brands lag in terms Relevance in comparison to Emotion (especially for Clinique) and Differentiation (especially for Lancôme).  Both brands also fare well among younger, higher income and better educated women who are heavy users in the category.

• L’Oreal and Cetaphil have very similar RDE profiles (L’Oreal is slightly stronger on all three dimensions), with the least variation between the three RDE dimensions.  However, Cetaphil is stronger among the 18-34 age segment while L’Oreal draws the most support from respondents age 35-54 and draws more support from higher income respondents than does Cetaphil.

• The RDE composite is strongly related to brand preference in this category, with a correlation of 0.88