US Consumers trust Pantene, Neutrogena, Maybelline

By Deanna Utroske

- Last updated on GMT

US Consumers trust Pantene, Neutrogena, Maybelline

Related tags Cosmetics

Market researcher BrandSpark announced the results of its 2015 most-trusted brands study on Friday, with rankings in 39 personal care and beauty categories.

Generally, consumers have confidence in CPG brands that are well-known, long established, and consistent, according to Robert Levy, President and CEO of BrandSpark International. For this US study, the research company teamed with Meredith Corporation’s Better Homes and Gardens (itself a long-established brand, published since the 1920s).

Honored brands
Over 80,000 US shoppers were surveyed for the study during October and November of last year. Respondents ostensibly reflected “the profile of the American Household Shopper” ​and were asked for “top-of-mind responses for categories in which they purchase,”​ explained the BrandSpark media release about the study.

Neutrogena received the top spot in the facial cleanser category and tied with competing brands in both the acne treatment and adult sunscreen categories. Olay was singled out as the most-trusted women’s facial skin and anti-aging moisturizer.

In color cosmetics Maybelline won for mascara, Revlon for lipstick and Cover Girl for foundation. L’Oreal ranked best in the hair color category and tied with Pantene for hair treatment. Pantene got the top spot all to itself for two other hair categories: women’s hair styling and women’s shampoo & conditioner.

Good hair deed
Pantene engages with influential consumers in creative ways​ and, in conjunction with the American Association of University Women, recently awarded grant money to several projects on college campuses.

“Pantene believes that women are stronger when they work together, and we are thrilled to have collaborated with AAUW and been able to provide these grant recipients with the opportunity to work as a team to fight the stereotypes and biases on their college campuses across the country,” ​said Jodi Allen, vice president of P&G hair care & color for North America.

Pantene (and Olay) are the company’s top personal care brands. And ones that P&G will hold onto even if reports that the company might divest many of its 39 beauty brands​ hold true.

North of the border
Last month BrandSpark announced their findings on the most-trusted CPG’s among Canadian consumers​.

The survey of 65,000 Canadian shoppers found that Olay is that market’s preferred brand in the women’s skin care, facial cleanser and anti-aging facial care segments. Cover Girl and Revlon ranked well among color cosmetics brands, while L’Oreal was singled out in the hair color segment and tied with rival brands for hair treatment and styling products.

Canadian consumers identified Sally Hanson nail polish as that segment’s most-trusted brand. Similarly, here in the States, consumers voted Sally Hanson as the top-trusted brand of nail polish. 

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