Online Exclusives

In PG, They Trust

By Christine Esposito, Associate Editor | March 16, 2011

Better Homes and Gardens and BrandSpark reveal their Best New Product Awards, and find out which brands consumers trust most.

When it comes to brands Americans use and trust, it appears Grandma’s opinion matters.


Better Homes and Gardens (BHG), along with market research firm BrandSpark International, recently revealed the 42 consumer product winners of the third annual Best New Product Awards, covering the health, beauty, food and household care categories. The winners were selected as part of an extensive BHG and BrandSpark American Shopper Study, which surveyed more than 60,000 consumers about the products that resonate with them most. Not only were winning products determined (see box), the survey revealed some information on which brands consumers trust—and why.


The trust of a brand is an important driver in all categories—topping out for health and beauty products with almost eight in 10 claiming its relevance in the purchase of products. According to BrandSpark, family influence—such as one’s mother or grandmother using a brand—has a very big influence on subsequent generations, according to the data culled by the group.


When it comes to the most trusted brands, the American Shopper Study found that P&G powerhouse brand Olay is one that resonates with the masses. Olay, at 24%, is the dominant brand in the beauty category, followed by CoverGirl (12%) and L’Oréal (8%), according to the study. The influence of family is key for driving Olay’s brand trust—intergenerational influences matter, said BrandSpark.


Olay is a favorite with BHG readers.
Lysol and Clorox are the top household cleaning brands in the U.S. Lysol captured 24% of the vote, with Clorox close behind at 21%. Again, the influence of family is key for driving Lysol’s brand trust—equity is built around the 99% germ-free story, according to BrandSpark. Additional brands were far behind these two headliners, said BrandSpark, which included Mr. Clean, Windex, Pine Sol and a number of others, according to the study.


On the retail side, Walmart continues to lead as the known store for health and beauty products withTarget in second place, the BrandSpark study found.


In today’s economic climate, trust may be even more important to brands.


“While product trust is always important, given that consumers are more resistant to risks in light of the recent economic conditions, knowing that a product fulfills the product claims is very important,” Robert Levy, president and CEO of BrandSpark International and founder of the Best New Product Awards. “If economic conditions have increased product trial of value and store brands and consumers now trust those brands, this will create lasting impact.”


Febreze Destination Collection earned Best in Household Care.
According to Levy, to build trust, a brand should fulfill its brand promise and claims.“Trust elements include a combination of the product experience and fulfillment over time.A product could accelerate trust by being more relevant and ‘speaking’ to consumers in a way that resonates with them and makes them feel understood.”


Best of What's New


The 2011 Best New Product Award Overall Category Winners include two P&G products—Olay Professional Pro-X Intensive Firming Treatment, which netted Best in Show and Best in Health and Beauty, and Febreze Destination Collection Air Freshener, which was lauded as Best in Household Care.


P&G’s Olay brand also netted the top anti-aging moisturizer, facial moisturizer body wash for Olay Regenerist Micro Sculpting Serum, Olay Total Effects Cooling Hydration moisturizer and Olay Total Effects 7-in-1 Advanced Anti-Aging Body Wash, respectively. Here is a look at the other winners in the health and beauty category:


• Curel Ultra Healing Lotion/Body Lotion

• Olay Total Effects 7-in-1 Advanced Anti-Aging Body Wash/Body Wash

• Garnier Moisture Rescue Cleansing Foam/Facial Cleanser

• St. Ives Naturally Clear Green Tea Scrub/Facial Scrub/Towelette

• Neutrogena Ultra Sheer Dry-Touch Sunscreen SPF 70/Facial Sunscreen

• Pantene Color Nourishing Treatment/Hair Color Products

• Venus Bikini Trimmer/Hair Removal

• Garnier Fructis 3-Minute Undo Dryness Reversal Treatment/Hair Repair Treatment

• Pantene Fine Hair Solutions Triple Action Volume Mousse/Hair Styling

• Burt's Bees Replenishing Lip Balm with Pomegranate Oil/Lip Care

• CoverGirl LashBlast Fusion Mascara/Mascara

• Old Spice Fresh Collection/Men's Antiperspirant

• Gillette Fusion ProGlide Razor/Men's Razors

• Dove Men+Care Comfort Body and Face Wash/Men's Shower Products

• Listerine Whitening Vibrant White/Mouthwash

• Pantene Medium-Thick Hair Frizzy to Smooth Shampoo & Conditioner/Shampoo & Conditioner

• Crest Extra White + Scope Outlast toothpaste/Toothpaste

• Secret Smooth Effects/Women's Antiperspirant

• Venus Embrace Disposables/Women's Razor

Here are the top names in household care:

• Mr. Clean Disinfecting Bath Cleaner/Bathroom Cleaner

• Finish Quantumatic Dish Detergent/Dishwashing Cleaner

• OxiCleanMax Force Power Paks/Laundry Product



The full list of winners will appear in the June issue of Better Homes and Gardens.






  • Supply-Side Innovations

    Supply-Side Innovations

    Tom Branna, Editorial Director||March 1, 2017
    Raw material suppliers roll up their sleeves and roll out their new products for the global cleaning industry.

  • New Faces in Familiar Places

    New Faces in Familiar Places

    Tom Branna, Editorial Director||March 1, 2017
    The American Cleaning Institute officially welcomed its new president.

  • Special Delivery

    Special Delivery

    Tom Branna, Editorial Director||March 1, 2017
    UV protection is important, but what good is that sunscreen if consumers won’t apply it?

  • The Good, The Bad Can Get Ugly

    The Good, The Bad Can Get Ugly

    March 28, 2017
    If you are what you eat, you may really be in trouble!

  • Take The Hint

    Take The Hint

    Christine Esposito, Associate Editor||March 13, 2017
    Water brand forays into sun protection by capitalizing on scent and experience.

  • What’s Up with Brexit?

    What’s Up with Brexit?

    March 9, 2017
    During In-Cosmetics, industry experts from the CTPA will weigh in on what’s ahead for the beauty industry.

  • Shine On

    Shine On

    Christine Esposito, Associate Editor||March 6, 2017
    Jelmar’s Tarn-X tarnish remover celebrates 50th anniversary.

  • How We Clean

    How We Clean

    Tom Branna, Editorial Director||March 6, 2017
    Consumers describe what makes them tick and what ticks them off about household cleaning products.

  • Fit for Fitness

    Fit for Fitness

    Christine Esposito, Associate Editor||February 21, 2017
    Kinx Active is a new brand targeting women who want beauty products that can stand up to their fitness routines.

  • Cargo Says Aloha To Spring/Summer

    Cargo Says Aloha To Spring/Summer

    Christine Esposito, Associate Editor||February 13, 2017
    Cargo Cosmetics has rolled out its new Spring/Summer collection with Hawiianan singer Anuhea.

  • Monday Morning Quarterback

    Monday Morning Quarterback

    Christine Esposito, Associate Editor||February 6, 2017
    Super Bowl commercials are big business. Let’s look at some of personal and household care brands that bought spots this year

  • Catch These Rising Stars of Beauty

    Catch These Rising Stars of Beauty

    Nancy Jeffries, Contributing Editor||February 6, 2017
    Who won what at Fashion Group International's Rising Star awards show

  • Erasa

    Erasa's New Evangelist(a)

    January 9, 2017
    Impressed by the performance of its hero SKU, supermodel Linda Evangelista joins the company in a hand's on role.

  • Discourse on Disclosure

    Discourse on Disclosure

    Tom Branna, Editorial Director||January 6, 2017
    Transparency impacts the cleaning industry.

  • The Top Stories of 2016

    The Top Stories of 2016

    December 26, 2016
    The companies and topics that grabbed headlines and your attention this year.

  • Positive Influence

    Positive Influence

    December 19, 2016
    Co-founder Elizabeth Scherle talks about her growing consumer review platform, top beauty products and more.

  • Olivia Care Pays It Forward

    Olivia Care Pays It Forward

    Christine Esposito, Associate Editor||December 12, 2016
    Seeking post-election unity, a small natural personal care company hopes to cause a big wave of giving.

  • Patent Activity: Colgate-Palmolive

    Patent Activity: Colgate-Palmolive

    December 6, 2016
    New oral care compositions, the use of radish root ferment filtrate in a cleanser and more.

  • Cos Bar: Turning 40 and Hitting Fast Forward

    Cos Bar: Turning 40 and Hitting Fast Forward

    Christine Esposito, Associate Editor||November 21, 2016
    With a recent investor infusion, a new CEO and rebranding effort underway, this luxury beauty retailer has big plans.

  • Organic Matter

    Organic Matter

    Christine Esposito, Associate Editor||November 14, 2016
    FTC and USDA hold a public roundtable to discuss consumers’ perception of organic claims.

  • Help for Up Above

    Help for Up Above

    Christine Esposito, Associate Editor||November 14, 2016
    A brand from Down Under is touting a new formulation for what’s missing on top.

  • Get Ready, ‘Cause Here it Comes…

    Get Ready, ‘Cause Here it Comes…

    Christine Esposito, Associate Editor||November 1, 2016
    Skinphonic is a new brand created with a team of beauty experts and fronted by singer Smokey Robinson.

  • Hair for Me!

    Hair for Me!

    October 31, 2016
    Function of Beauty fulfills the promise of personalization in the beauty space—one bottle at a time.

  • A Facial Bar Grows in Brooklyn

    A Facial Bar Grows in Brooklyn

    Christine Esposito, Associate Editor||October 24, 2016
    With three doors in Canada, Blitz Facial Bar opens its first US location in one of the hippest areas of New York.

  • Coming Clean on a Host of Issues

    Coming Clean on a Host of Issues

    October 17, 2016
    Cleaning Products Conference is set for Nov. 9-11, 2016 in Washington DC.

  • Let the Magic Begin!

    Let the Magic Begin!

    Tom Branna, Editorial Director||October 10, 2016
    IFSCC Congress gets underway at Walt Disney World this month.

  • Ogee Opens for Business

    Ogee Opens for Business

    Christine Esposito, Associate Editor||October 10, 2016
    Banking on the power of jojoba oil, a Vermont-based start-up is the newest player in organic luxury skin care.

  • P&G’s Latest Patents

    P&G’s Latest Patents

    Christine Esposito, Associate Editor||October 10, 2016
    A look at recent patent and IP related news from the biggest household and personal care player in the US.