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Bath Soap Tops List of Consumers’ Brand

Published November 3, 2006
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● America’s Research Group surveyed 1,264 women who are primary household decision makers to reveal the top 10 consumer product categories that generate the most brand loyalty. The number one slot, with 37.8%, went to bath soap. Favorites such as Dove and Ivory will always have a place, but a growing market for handmade and scented soaps is beginning to take hold. Health and beauty aids came in at number two with 35.2%, just barely nudging out hair products at 35.1%. The boom in anti-aging skin care products and tailoring products to specific consumers enabled health and beauty aids to be in a top position, while hair care companies look to celebrities to endorse their products and appeal to consumers.
Laundry products totaled 30.6% and took the number six position, with Tide making up 42% of the detergent category. Hand and body lotion came in seventh, with self-tanning lotions such as Olay’s Touch of Sun and cult favorite Jergens’ Natural Glow as the brand stars. More info: www.predatory.com.

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