11. REVLON
Score: 122
There's one key driver that could be holding this $1 billion brand back in the marketplace: innovation. "This is a brand that everyone knows — they've got that — but it's missing out on being innovative. I think if you stop and think about how they position themselves, it's certainly mass, and it's a wide range of products. But it's not read by customers as being innovative," said Passikoff. Parent Revlon Inc.'s ceo, David Kennedy, has been attempting to ignite profitable sales growth by instituting a new product launch program, WWD reported late last year.

12. AVON
Score: 120
"Respondents who use this brand like how the products make them look and feel, and the products take effortless application, but they're weak as an innovator, and they're not as high as a trusted brand," said Passikoff. The company last week reported a 17 percent surge in fourth-quarter revenues, but net earnings were hampered by costs due to the company's turnaround effort. Plans for the near future, WWD reported, "will focus on sustaining top-line growth and fortifying Avon's global brand equity."

SOURCE: NEW YORK-BASED BRAND KEYS' CUSTOMER LOYALTY ENGAGEMENT INDEX SURVEY; THE OVERALL STUDY IS CONDUCTED TWICE A YEAR AND IS SET TO BE RELEASED MONDAY; A TOTAL OF 3,200 CONSUMERS ACROSS THE NINE U.S. CENSUS REGIONS ARE REPRESENTED SPECIFICALLY WITHIN THE COSMETICS CATEGORY OF THE STUDY; HAIR CARE AND FRAGRANCE BRANDS WERE NOT INCLUDED IN THE STUDY; *, †, ‡, § INDICATE TIES