US beauty retailer Sephora and Victoria’s Secrets have been named as the top two favoured brands by millennials and Gen Z consumers, according to the Conde Nast and Goldman Sachs 2017 Love List Brand Affinity Index.

The report looks at brands most popular with younger consumers, with the companies’ strong digital presence said to entice the 2,345 US consumers asked, who were aged between 13-39.

Condé Nast’s Chief Marketing Officer Pamela Drucker Mann told The Drum, “The retail industry is in the middle of a seismic transformation, and if you want to be a next-gen company, you need to adopt a digital and mobile-first strategy.
“These next generation consumers were born with their phones in their hands, they’re addicted to technology and expect a level of efficiency and immediacy in everything they do. Looking at what they’re doing is like a preview for all shoppers.”

Functionality and a smooth online experience were key factors for the participants, with 42 percent of men shopping online and 35 percent of women. Efficiency, speed and convenience coming up as deciding factors in favourite sites.

Other cosmetics companies in the top 20 included Ulta Beauty Retail at number seven, MAC at number 14 and Urban Decay at number 16.