Cluny research
Gravity
Global Recursive Gravity on Brand Affinity and on Market Proximity. Cultural Surplus is the gap left after fitting Affinity Gravity to Market Gravity. The ratio divides the two Gravity indexes.
Gravity index
100 is the average brand in each Gravity column.
How the scores are built
Affinity Gravity and Market Gravity are Global Recursive Gravity indexes. 100 is the average brand. 200 is twice the average. 50 is half.
Both use the same Top-N network. Each source distributes a total weight of 1 across that neighborhood, and the weight falls as 1 / log2(rank + 1). PageRank runs with damping 0.70. Affinity Gravity reads Brand Affinity. Market Gravity reads Market Proximity.
Cultural Surplus is the residual from a straight line fitted across all brands: Affinity Gravity = α + β × Market Gravity. It is actual Affinity Gravity minus the Affinity Gravity that line predicts.
Affinity / Market Ratio is Affinity Gravity divided by Market Gravity.
| Summer Fridays Skincare · Bodycare | 319 | 207 | 187 | 1.54 |
| Glossier Makeup · Skincare · Bodycare · Fragrance | 255 | 93 | 157 | 2.74 |
| Le Labo Haircare · Bodycare · Fragrance · Home | 241 | 170 | 121 | 1.42 |
| Aesop Skincare · Haircare · Bodycare · Fragrance · Home | 232 | 99 | 133 | 2.35 |
| Rhode Makeup · Skincare | 229 | 58 | 141 | 3.98 |
| MALIN+GOETZ Skincare · Haircare · Bodycare · Fragrance · Home | 214 | 101 | 114 | 2.12 |
| Salt & Stone Bodycare · Fragrance | 206 | 92 | 109 | 2.25 |
| Glow Recipe Skincare | 204 | 276 | 52 | 0.74 |
| Saie Makeup | 190 | 108 | 88 | 1.75 |
| Grown Alchemist Skincare · Haircare · Bodycare | 178 | 84 | 83 | 2.13 |
| Nécessaire Haircare · Bodycare | 175 | 96 | 77 | 1.83 |
| Diptyque Bodycare · Fragrance · Home | 171 | 158 | 54 | 1.08 |
| Tower 28 Beauty Makeup · Skincare · Bodycare | 168 | 94 | 70 | 1.79 |
| Kosas Makeup · Skincare | 168 | 101 | 67 | 1.67 |
| OUAI Haircare · Bodycare · Fragrance | 167 | 174 | 45 | 0.96 |
| Flamingo Estate Bodycare · Fragrance · Home | 166 | 46 | 82 | 3.64 |
| L:a Bruket Skincare · Bodycare · Fragrance · Home | 161 | 80 | 67 | 2.02 |
| Byredo Makeup · Bodycare · Fragrance · Home | 159 | 149 | 45 | 1.07 |
| Maison Louis Marie Fragrance · Home | 151 | 105 | 50 | 1.44 |
| Merit Makeup · Skincare | 150 | 99 | 51 | 1.52 |
| Corpus Bodycare · Fragrance | 128 | 55 | 42 | 2.35 |
| Supergoop! Suncare | 126 | 84 | 31 | 1.50 |
| DedCool Bodycare · Fragrance · Home | 124 | 84 | 29 | 1.48 |
| Ilia Beauty Makeup · Skincare | 121 | 72 | 29 | 1.67 |
| Sol de Janeiro Haircare · Bodycare · Fragrance | 120 | 60 | 32 | 2.01 |
| Farmacy Skincare | 109 | 320 | -56 | 0.34 |
| Maison Francis Kurkdjian Fragrance · Home | 106 | 144 | -7 | 0.74 |
| Gisou Haircare · Bodycare · Fragrance | 105 | 80 | 10 | 1.30 |
| Oribe Haircare · Bodycare · Fragrance · Home | 99 | 50 | 14 | 1.99 |
| Rare Beauty Makeup · Skincare · Bodycare | 97 | 86 | 1 | 1.13 |
| Maison Margiela Fragrances Fragrance · Home | 97 | 122 | -10 | 0.79 |
| Boy Smells Fragrance · Home | 95 | 69 | 5 | 1.39 |
| D.S. & Durga Bodycare · Fragrance · Home | 95 | 101 | -5 | 0.94 |
| Youth To The People Skincare · Bodycare | 95 | 271 | -56 | 0.35 |
| Phlur Bodycare · Fragrance · Home | 94 | 69 | 3 | 1.37 |
| Susanne Kaufmann Skincare · Bodycare · Home | 93 | 79 | 0 | 1.19 |
| Tata Harper Skincare · Bodycare | 93 | 86 | -3 | 1.09 |
| Sisley Paris Makeup · Skincare · Haircare · Fragrance | 93 | 102 | -8 | 0.91 |
| Osea Skincare · Bodycare | 93 | 48 | 8 | 1.93 |
| Jo Malone London Bodycare · Fragrance · Home | 93 | 169 | -28 | 0.55 |
| Milk Makeup Makeup | 90 | 92 | -8 | 0.97 |
| Dr. Barbara Sturm Skincare · Haircare · Bodycare | 88 | 133 | -22 | 0.66 |
| Crown Affair Haircare | 88 | 38 | 6 | 2.34 |
| Laneige Skincare | 86 | 147 | -28 | 0.59 |
| Dae Haircare · Bodycare | 86 | 97 | -13 | 0.88 |
| EltaMD Skincare · Suncare | 85 | 58 | -2 | 1.48 |
| Augustinus Bader Skincare · Haircare · Bodycare | 83 | 102 | -18 | 0.81 |
| Frederic Malle Bodycare · Fragrance · Home | 80 | 119 | -25 | 0.68 |
| amika Haircare | 79 | 136 | -31 | 0.59 |
| R+Co Haircare · Bodycare | 78 | 77 | -15 | 1.01 |
| SkinCeuticals Skincare | 78 | 76 | -15 | 1.02 |
| Fresh Skincare · Bodycare · Fragrance | 76 | 121 | -30 | 0.63 |
| Murad Skincare · Bodycare | 76 | 88 | -21 | 0.86 |
| Homecourt Bodycare · Fragrance · Home | 75 | 52 | -11 | 1.43 |
| Snif Bodycare · Fragrance · Home | 75 | 54 | -12 | 1.39 |
| La Mer Skincare · Bodycare | 75 | 111 | -29 | 0.67 |
| Chantecaille Makeup · Skincare · Fragrance | 75 | 75 | -18 | 0.99 |
| La Roche-Posay Skincare · Suncare · Bodycare | 74 | 53 | -13 | 1.38 |
| Olaplex Haircare | 73 | 157 | -44 | 0.46 |
| Peach & Lily Skincare | 72 | 77 | -21 | 0.94 |
| L'Occitane en Provence Skincare · Bodycare · Fragrance · Home | 72 | 59 | -16 | 1.22 |
| Coola Skincare · Suncare | 72 | 58 | -16 | 1.24 |
| La Prairie Skincare | 71 | 96 | -28 | 0.74 |
| Caudalie Skincare · Bodycare | 71 | 88 | -25 | 0.80 |
| Briogeo Haircare | 68 | 137 | -42 | 0.50 |
| 111SKIN Skincare · Bodycare | 68 | 83 | -28 | 0.81 |
| Olehenriksen Skincare · Bodycare | 65 | 219 | -71 | 0.29 |
| Bumble and bumble Haircare | 64 | 117 | -41 | 0.55 |
| Acqua di Parma Bodycare · Fragrance · Home | 62 | 101 | -38 | 0.61 |
| Clinique Makeup · Skincare · Fragrance | 61 | 82 | -34 | 0.74 |
| Kiehl's Skincare · Haircare · Bodycare | 61 | 106 | -41 | 0.57 |
| Tatcha Skincare · Bodycare | 60 | 112 | -44 | 0.53 |
| Naked Sundays Makeup · Suncare | 60 | 47 | -25 | 1.26 |
| Paula's Choice Skincare · Bodycare | 59 | 129 | -49 | 0.46 |
| Davines Haircare · Bodycare | 59 | 69 | -32 | 0.85 |
| Living Proof Haircare | 58 | 153 | -57 | 0.38 |
| Vacation Suncare · Fragrance | 56 | 46 | -28 | 1.21 |
| First Aid Beauty Skincare · Bodycare | 55 | 170 | -66 | 0.32 |
| Drunk Elephant Skincare · Haircare · Bodycare | 55 | 150 | -60 | 0.36 |
| Color Wow Haircare | 54 | 125 | -54 | 0.43 |
| K18 Haircare | 52 | 109 | -51 | 0.48 |
| Molton Brown Haircare · Bodycare · Fragrance · Home | 51 | 70 | -40 | 0.72 |
| Colorescience Makeup · Skincare · Suncare | 51 | 44 | -33 | 1.16 |
| Beauty of Joseon Skincare · Suncare | 51 | 49 | -34 | 1.03 |
| Aveda Haircare · Bodycare · Fragrance · Home | 47 | 50 | -38 | 0.94 |
| Innisfree Skincare | 46 | 71 | -45 | 0.65 |
| APOTHEKE Bodycare · Home | 46 | 56 | -41 | 0.82 |
| KILIAN Paris Fragrance | 46 | 108 | -57 | 0.42 |
| Saltair Skincare · Haircare · Bodycare · Fragrance | 45 | 36 | -36 | 1.23 |
| Jones Road Makeup · Skincare | 44 | 52 | -42 | 0.84 |
| NEST New York Bodycare · Fragrance · Home | 43 | 82 | -52 | 0.52 |
| Moroccanoil Haircare · Bodycare · Fragrance | 43 | 111 | -60 | 0.39 |
| The Laundress Fragrance · Home | 40 | 38 | -42 | 1.04 |
| Ursa Major Skincare · Haircare · Bodycare | 39 | 37 | -42 | 1.06 |
| Fur Skincare · Bodycare | 39 | 37 | -43 | 1.03 |