The Most-trusted Beauty and Personal Care Brands in the US


BrandSpark International has announced the winners of the 2018 BrandSpark Most Trusted Awards. 

BrandSpark International surveyed over 15,000 shoppers in the U.S. to determine the most-trusted brands in food & beverage, personal care & beauty, household & pets and over-the-counter health categories. 

Robert Levy, President and CEO of BrandSpark International, stated, "Building a strong foundation of consumer trust is critical today when consumers have more choices available than ever before. The top CPG brands establish trust by repeatedly meeting consumer expectations with great product experiences. The very best of these brands further elevate this trust with meaningful innovation while maintaining strong value and consistent quality."

Levy added, "While trust in the brand is anchored in personal experience, it is increased by transparency, fair pricing and the endorsement of other consumers. Establishing trust is also important for brands that want to innovate, as our study shows that 71% of shoppers try new products from brands they trust the most."

The Survey Found...

  • 95% of U.S. shoppers thought it was important for a brand to respond quickly to serious issues;
  • 95% agreed that brands which provide consumers with detailed information about their product or service earn their trust;
  • 86% said trust in the brand increases when they see unfiltered customer reviews online; and
  • 91% said pricing influenced trust as much as product or service quality, with brands that offered consistent and competitive pricing more likely to be perceived as fair and respectful of their customers.

The Most-trusted Beauty and Personal Care Brands

  • Anti-aging skin care: Olay
  • Body wash: Dove
  • Dry shampoo: Batiste/Dove (tie)
  • Electric toothbrush: Oral-B
  • Facial cleanser: Neutrogena
  • Facial moisturizer: Olay
  • Foundation: Covergirl
  • Hair color: Clairol
  • Hair removal: Nair
  • Hair styling: Pantene/Tresemmé (tie)
  • Liners/pads (feminine protection): Always
  • Lip balm: Chapstick
  • Lip color: Revlon
  • Mascara: Maybelline
  • Men's body wash: Dove
  • Men's deodorant/antiperspirant: Old Spice
  • Men's shaving: Gillette
  • Men's skin care: Dove Men+Care
  • Mouthwash: Listerine
  • Sensitive skin care: Aveeno/Dove (tie)
  • Sensitive toothpaste: Sensodyne
  • Shampoo and conditioner (men): Head & Shoulders
  • Shampoo and conditioner (women): Pantene
  • Tampons (feminine protection): Tampax
  • Teeth whitening: Crest
  • Toothpaste: Crest
  • Women's deodorant/antiperspirant: Secret
  • Women's shaving: Gillette
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