When it comes to choosing favourites in the beauty cabinet, mass market brands are sitting pretty, according to a new study by BrandSpark. The market researcher has just revealed the results of its 2015 study into the most trusted brands within the US.
Held in conjunction with Better Homes & Garden magazine, the study investigated consumer preferences in 39 different personal care and beauty categories, querying the shopping habits of 80,000 US shoppers between October and November last year.
Neutrogena proved the favourite in the facial cleanser category, and tied for the top spot in the sunscreen and acne treatment categories, while Olay took top honours as favourite facial skin and anti-ageing moisturiser.
Maybelline New York was named favourite for mascara, Revlon for lipstick and COVERGIRL for foundation. As for hair, L'Oréal Paris ranked best in hair colour and tied with Pantene for hair treatment. Pantene Pro-V was the preferred brand for hair styling, shampoo and conditioner.
The same brands also proved popular north of the border, with the Canadian version of the study producing similar results. 65,000 Canadian shoppers labelled Olay the nation’s preferred brand when it comes to skincare, facial cleanser, and anti-ageing facial care, with Pantene and L’Oréal tying in the best hair colour category.
