Beauty and personal care brands put in another strong showing in word-of-mouth conversations online and offline last year, according to an analysis [press release] of top brands by Engagement Labs.

In examining more than 650 US consumer brands across various consumer sectors and categories, the rankings of the most loved brands are “based on net positive conversations happening online (via social media) and offline (via face-to-face conversations as well as phone, emailing, texting, IM’ing, video chat – in other words, via any channel other than posting on social media)” from Engagement Labs’ proprietary TotalSocial® data.

Trader Joe’s rose a spot to become the brand with the largest gap between positive and negative offline conversations in 2022, retaking the leading position it had previous held in 2020. Trader Joe’s also was named the company with the best reputation last year, and placed 7th among all brands that consumers felt the strongest connection with.

Following Trader Joe’s was Lego, which climbed 4 spots from 2021. The rest of the top 10 was dotted with beauty and personal care brands, including #3 Olay (up 47 spots), #5 Dove Men+Care (no change), #7 Dove (down a spot), and #10 Bath & Body Works (up 46 spots). This continues a strong showing from 2021 for the sector, and is important for these companies, given that youth in particular appear open to trying new beauty and personal care brands.

Read the full MarketingCharts article, here.

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