This Is the Personal Care Brand People Are Most Emotionally Connected To
By Brittany Burhop Fallon, Beauty Director |
Brand loyalty in the beauty industry is an extraordinary thing. So when we recently learned that actress Tara Reid has been using the same $3 drugstore product for 29 years, we could totally relate. We all have that one "use 'til the last drop and then buy another one" product from a brand we hold very near and dear to our hearts.
And to find out exactly which health and hygiene brand ranks above the rest in terms of capturing your affection, MBLM, a brand intimacy agency, conducted "the largest study of brands [nearly 400] based on emotions," analyzing the responses of 6,000 consumers and 54,000 brand evaluations across the U.S., Mexico and UAE. And the big winner? Olay.
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Dove claimed the second-place spot (less than two "points" behind Olay), and third place went to Crest. Other brands in the top 10 (in order) include Colgate, Listerine, Ivory, Pantene, Gillette, Schick and Nivea. And according to MBLM, the top-ranked brands revealed in the study have continued to outperform their counterparts in both revenue and profit over the past decade.
The report also revealed that "millennials strongly prefer Dove, and older consumers tend to choose Olay," which could be because "older generations seem to value the more 'traditional' ideals of beauty that are associated with Olay, while millennials are more likely to choose a brand with a more body-positive, empowering message like Dove’s."