Beauty Store Business

JUL 2015

For beauty business news, beauty store owners turn to Beauty Store Business. Beauty business trends, beauty business profiles and more!

Issue link: http://beautystorebusiness.epubxp.com/i/524985

Contents of this Issue

Navigation

Page 5 of 119

4 July 2015 | beautystorebusiness.com Beauty Culture Art courtesy of MarketLive Which Brands Are Most-Trusted? A recent poll revealed the most-trusted brands in the food & beverage, health & beauty and household & kids categories. More than 80,000 American shoppers selected the 2015 BrandSpark Most Trusted Awards winners (in partnership with Better Homes and Gardens) for consumer-packaged goods. "The study showed that seven in 10 Americans place a high importance on established trust in a brand when purchasing a new product," says Robert Levy, president and CEO of BrandSpark International, a brand, marketing and product- innovation research company. So what drives trust? When considering the purchase of a new product, Americans consider it extremely or very important that products come from a brand that they trust: • 72% for a new beauty product • 71% for a new household-care product • 68% for a new personal-care product • 65% for a new health product • 63% for a new food & beverage product For health and beauty brands in particular, trust is built on effectiveness, how the brand meets personal needs and perception of a fair price. For household brands, consumers most often cite effectiveness, while for kids' brands, a guarantee of safety and gentleness is most important. When Americans were asked to rate what increases their trust in a brand, at the top of the list was responding quickly to serious product issues, cited by 70% as "greatly" increasing trust in a brand. Pricing and promotion also play a role in brand trust, with 50% saying that consistent pricing greatly increases their affinity for a brand, and just 33% saying the same about "high value promotions." Positive social actions may also increase trust with 66% saying that support for charitable causes would positively increase their trust in a brand, though only 20% said it would greatly increase it. Here are some of the 2015 most-trusted health & beauty brands: Acne Treatment. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Neutrogena/Clearasil (Tie) Adult Sunscreen . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Coppertone/Neutrogena (Tie) Antiaging Moisturizer . . . . . . . . . . . . . . . . . . . . . . . . . . . . Olay Body Lotion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Aveeno Body Wash . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Dove Bug Repellant. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Off! Electric Shaver. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Philips Norelco Facial Cleanser. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Neutrogena/Olay (Tie) Foundation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . CoverGirl Hair Color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . L'Oréal Hair Removal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Nair Hair Treatment. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pantene/L'Oréal (Tie) Lipstick . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Revlon Mascara . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Maybelline Men's Antiperspirant/Deodorant . . . . . . . . . . . . . . . . . . Old Spice Men's Body Spray . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Axe Men's Shampoo & Conditioner. . . . . . . . . . . . . . . . . . . . Head & Shoulders Men's Shaving . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Gillette Men's Skin Care. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Dove Men + Care Nail Care. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Sally Hansen Women's Antiperspirant/Deodorant . . . . . . . . . . . . . . . Secret Women's Facial Skin Care . . . . . . . . . . . . . . . . . . . . . . . . Olay Women's Hairstyling. . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pantene Women's Shampoo & Conditioner . . . . . . . . . . . . . . . . . Pantene Women's Shaving . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Gillette Venus CATEGORY BRAND 269% Surge in Ecommerce Traffic From Mobile Phones Smartphone visits to ecommerce sites grew by 269% in the first quarter of 2015, according to a recent report from MarketLive, an ecommerce technology platform for retailers. MarketLive's Q1 2015 Performance Index report measures the real-world buying behavior of millions of consumers who are shopping online. The latest quarterly results were dominated by the continued strong growth of mobile devices as smartphone shopping significantly impacted every retail sector, including brick and mortar, catalog, apparel, health and beauty, home furnishings and brand manufacturers. More specifically: • Not only did smartphone visits to ecommerce sites grow by 269% in first-quarter 2015, but smartphones and tablets combined also now account for 41% of total traffic • Orders from smartphones were up 104% • Smartphone visitor-to-buyer conversion rates rose 136% • Ecommerce revenue originating from a smartphone device increased 123%, and smartphones and tablets combined also now account for 26% of total revenue Mobile traffic's strong performance in first-quarter 2015 coincided with Google's update in April to its mobile-search ranking algorithm, which is considered to be one of the most significant changes in years. "We've been watching the influence of mobile devices deepening in every quarterly Performance Index for the past year, and clearly Google recognized that searches from mobile devices are poised to surpass search on desktop computers," states Ken Burke, founder and CEO of MarketLive. "Every retailer needs to show their brand at its very best every time a customer interacts with them—via any channel, on any device, at every key contact point—and mobile is no exception. MarketLive developed its responsive design approach with integrated merchant and development tools to enable merchants to capitalize on this mobile trend. Responsive design ensures our retailer customers provide a positive and engaging shopping experience for their mobile shoppers. For any online merchant that still hasn't made accommodations for mobile, they are lagging behind their competitors and no doubt losing out on traffic." ■ Do you have culturally relevant information that our readers ought to know? Send it to senior editor Manyesha Batist at mbatist@creativeage.com.

Articles in this issue

Links on this page

Archives of this issue

view archives of Beauty Store Business - JUL 2015