Schwarzkopf leads the way as Australia's 'most trusted' hair care brand

By Michelle Yeomans

- Last updated on GMT

Schwarzkopf leads the way as Australia's 'most trusted' hair care brand

Related tags Cosmetics Procter & gamble

Schwarzkopf has been voted Australia's most trusted hair care brand, beating the likes of Dove and L'Oreal to the top spot for 'offering quality and substance'.

For the past 14 years, the 'Reader’s Digest trusted brands survey' has asked Australia's people which brands they favor and why, from beauty to health insurance and everything in between.


The results of the 2015 survey revealed that more than 2,400 Australians voted Henkel's Schwarzkopf as the most trusted brand in hair care while in the oral care category, Colgate beat Oral B and Sensodyne to the number one spot.

"The Henkel Beauty Care team was delighted by the result, improving the previous result of ‘Highly Commended’ brand received over the last two years,​” said Junior Brand Manager Rebecca Hamilton.

Personal care brands strive for excellence in Australia's competitive arena

Rising competition in Australia's personal care market means brands must continue to adapt to consumer preferences and demands to keep momentum going.

IBISWorld 2014 research reveals a discount purchasing consumer mentality and the rise of e-commerce in the country throws up an increasingly tricky landscape for brands looking to assert themselves.

Opportunities for cosmetics companies lie in ‘multifunctionality’ innovation and investing in digital, according to that analysis.

Industry analyst Arna Richardson notes; “the industry's performance is increasingly influenced by intensifying competitive pressures, both within the industry and from a growing number of external competitors.​”

Increased competition in the market has resulted from the strong Australian dollar, which encouraged a flood of parallel imports in recent years.

The analysts note that the “growing number of pure-play cosmetic e-tailers whose business models rely on aggressive price offerings and the ability to offer a wider array of international brands​” in the country participates in creating a widespread consumer demand for ‘discount retail’.

This demand is fueled by the sales practices of the major supermarket chains, the largest of which, Woolworths and Coles, are involved in a ‘so-called price war’ of heavy discounting, according to market research firm Euromonitor.

Related topics Market Trends Oceania Hair Care

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