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Aveeno, Dove and L’Oréal among Most Trusted US brands


Reader's Digest's Most Trusted Brand Survey reveals consumer trust in products across 40 categories

Aveeno, Dove, L’Oréal, Olay and Listerine have all been named as winners in Reader’s Digest’s Most Trusted Brand Survey.

More than 5,000 Americans were surveyed to find out which brands they trust the most with winners announced in 40 product categories.

Aveeno was named the most trusted brand for 2016 in the body lotion/moisturiser category; Dove in the soap/body wash category; L’Oréal in the hair colour category; Olay in the facial moisturiser/cream category; and Listerine in the mouthwash category.

There were also two cosmetics and personal care retailers named as winners. Walmart was recognised as the most trusted mass merchandiser retail store in 2016, and CVS Pharmacy was named most trusted national pharmacy/drug store.

Kirsten Marchioli, VP and Group Publisher for Reader’s Digest, said: “Trust is an integral part of the Reader’s Digest DNA and we wanted to continue to capture Americans’ changing attitudes on brand trust, recognizing the most trusted brands in a variety of categories that matter to consumers.”

The second annual survey also found that 78% of participants would choose a brand identified as more trustworthy than another one with equal quality and price.

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