Study: What drives brand loyalty in personal care?

When consumers select personal care brands, they look beyond price.

According to a new survey of over 2,000 U.S. consumers from online marketplace OnBuy.com and Morning Consult, 65% of respondents cited well-made products as a determining factor in their loyalty to a personal care brand. This was followed by knowing from experience a certain brand’s products last a long time (46%). Being well-priced ranked third with mention by 36% of respondents, followed closely by being inexpensive (32%).

Less-popular personal care brand loyalty factors include brand values and ethics (23%), awareness that a brand’s products cause no harm to the environment (22%), and positive interactions with customer service (15%).

Within the personal care range, the likelihood of a consumer being loyal to a particular brand varies by type of product. Deodorant (46%) is the personal care product which American consumers are most loyal to a particular brand. Following deodorant are:

• Toothpaste (41%)
• Shampoo (33%)
• Shaving razor (29%)
• Mouthwash (29%)
• Body wash (24%)
• Perfume/cologne (22%)
• Facial wash (22%)
• Facial moisturizer (22%)
• Shaving cream (20%)
• Body moisturizer (19%)

“The key takeaway for personal care brands is that consumers appreciate quality and when they delivery on this, that’s when they can truly establish a favorable reputation and gain a loyal customer base,” said Cas Paton, managing director of Onbuy.com.