Beauty And Personal Care Lead Most Loved Brands Rankings
KELLY KOVACK, MARCH 11, 2022 | MARKETING TREND
"This year's TotalSocial Most Loved Brands exhibit the vital consumer emotional connection with brands and demonstrates how the brand marketers have built and found opportunities even during the past two years of pandemic," said Steven Brown, President of Engagement Labs. "Brand love has been a major part of our work with Fortune 500 brands and continues to be a focus in 2022."
Gillette's improvement in offline brand love grew more last year than any other top 10 brand. Gillette has not been shy about weighing in on real-world conversations about social issues, with ads tackling topics such as toxic masculinity demonstrating that when it comes to offline, its positive word of mouth rises above the competition and resonates to consumers.
Last year's net sentiment of consumer conversations is positive for everyday categories such as beauty and personal care, children's products, food, and home. The importance of positive sentiment prevails as the "Great Resignation" ensues and more people adjust to a hybrid lifestyle, preferring to stay at home to work remotely.
- The beauty and personal care category stood out for high net sentiment offline and online, winning a total of eight spots for positive conversations.
- Dove Men+Care, Dove, Gillette, and Nivea made the list for offline conversations.
- Lush, Mary Kay, Clean & Clear, and Clinique garnered top spots for online conversations.
- Gillette's improvement in offline brand love grew more last year than any other top 10 brand: +68 in rank change.
Read the full BeautyMatter article, here.
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