In the U.S., Olay again topped the industry, followed by Dove and Scope. The remaining brands in the Top 10 for the health & hygiene industry were: Listerine, Nivea, Gillette, Colgate, Head & Shoulders, Pantene and Crest.
“The health & hygiene industry performed comparable to last year, edging up one spot in our 2018 report,” said Mario Natarelli, managing partner at MBLM, in a news release. “These brands are inherently personal and intimate, yet they do not perform up to their potential in our study. Clearly, there are unmet opportunities for them to create stronger, lasting bonds with their customers and link more strongly to emotion.”
Other notable health & hygiene findings in the report include:
- The industry had an average Brand Intimacy Quotient of 25.3, which is below the industry average of 27.1
- Ritual, which relates to a brand being ingrained into daily actions, was the most prominent archetype in the category, and Dove was the top-performing brand for ritual
- Olay ranked #1 for women, while men preferred Gillette
- Dove ranked #1 for millennials, whereas Ivory was the top brand for users aged 55–64
- Scope and Nivea improved their intimacy scores, while Crest and Colgate declined in this year’s rankings
- Crest fell from the third ranked company in 2017 to 10th in 2018
This year’s report contains the most comprehensive rankings of brands based on emotion, analyzing the responses of 6,000 consumers and 54,000 brand evaluations across 15 industries in the U.S., Mexico and UAE. MBLM’s reports and interactive Brand Ranking Tool showcase the performance of almost 400 brands, revealing the characteristics and intensity of the consumer bonds.
Brand Intimacy is defined as a new paradigm that leverages and strengthens the emotional bonds between a person and a brand. For the third year, MBLM’s study revealed that top intimate brands in the U.S. surpassed the top brands in the Fortune 500 and S&P indices in revenue and profit over the past 10 years.
During 2017, MBLM conducted an online quantitative survey among 6,000 consumers in the United States (3,000), Mexico (2,000), and the United Arab Emirates (1,000). Participants were respondents who were screened for age (i.e. 18 to 64 years of age) and annual household income ($35,000 or more) in the U.S. and socioeconomic levels in Mexico and the UAE (A, B, and C socioeconomic levels).