The brands honored are ones that benefit from word-of-mouth recommendations and brand recognition. It’s a list of familiar names that may or may not be the best in their respective categories but are each certainly brands that many consumers feel ‘you can’t go wrong with.’
"The annual BrandSpark Most Trusted Awards honors the brands Americans trust most, those they would recommend to friends and neighbors,” says Robert Levy, president and CEO of BrandSpark International, in a press release announcing the 2016 award-winning brands.
“This award boosts shoppers’ confidence when making a purchase decision in store aisles," Levy adds.
Outstanding brands
In the new lip balm category, ChapStick was named the most trusted brand. That category and the ChapStick brand, in particular, are looking to stay connected with loyal consumers and reach new ones by actively marketing lip care as an anti-aging product. ChapStick’s Total Hydration product, formulated with argan oil and avocado butter, boasts that it’s “natural” and “age defying” prominently on the packaging.
Aveeno and Jergens tied in the body moisturizer category. While three distinct color cosmetics brands received the Most Trusted Award: Cover Girl for foundation, Revlon for lip color, and Maybelline for Mascara.
Neutrogena received the Most Trusted designation for both acne treatment and facial cleanser. And, Olay won in the anti-aging facial care and the women's facial skin care categories this year.
For hair color and hair treatment L'Oréal took the honor. While Gillette won out in both the women’s and men’s shaving categories.
And, here are the winners in the remaining personal care categories covered by the BrandSpark survey:
- Adult Sunscreen, Coppertone
- Body Wash, Dove
- Hair Removal, Nair
- Men's Body Spray, Axe
- Men's Deodorant / Antiperspirant, Old Spice
- Men's Shampoo & Conditioner, Head & Shoulders
- Men's Skin Care, Dove+Men Care
- Women's Deodorant / Antiperspirant, Secret
- Women's Shampoo and Conditioner, Pantene
Consumer spend
The market researcher is quick to point out that trust influences purchasing decisions.
This year’s BrandSpark survey also found that “68% of American shoppers will try new products from the brands they trust most,” but that shoppers do not go back to a given brand with the same consistency they once did: “43% now say they are less loyal to brands than they were in the past.”
How big of an influence brand trust has on the purchasing decision varies by category, however. Seven of ten respondents “regularly stick with their top brand of deodorant or antiperspirant, ahead of other personal care categories,” according to the press release. And, two of three consumers repeatedly choose the same brand of makeup, hair color and shampoo.