Reader's Digest has announced the results of its latest Trusted Brand Survey. More than 4,500 US consumers took part, awarding the title "Reader's Digest Most Trusted Brand" to their favourite brands in 40 product categories.
Winners in the personal care and beauty categories were:
Most Trusted facial moisturiser: Olay
Most Trusted hair colour: L'Oréal
Most Trusted shampoo/conditioner: Pantene
Most Trusted toothpaste: Crest
Most Trusted deodorant (men's): Old Spice
Most Trusted deodorant (women's): Secret
Most Trusted soap/body wash: Dove
Most Trusted body lotion: Aveeno/Jergens (joint winners)
Winners in the retailer category included:
Most Trusted mass merchandiser: Walmart
Most Trusted online store: Amazon
Most Trusted pharmacy/drug store: Walgreens/CVS (joint winners)
Most Trusted hotel chain: Hilton/Marriott (joint winners)
Survey respondents were also asked about how much trust effects their decision to purchase. Three quarters agreed that it is important to trust the companies that they support and 40% said that the Reader's Digest Most Trusted Brands seal would have an effect on their trust or decision to purchase a product or service.
Liz Vaccariello, Chief Content Officer and Editor-in-Chief at Reader's Digest commented: "Trust has always been an integral component of the fabric that makes up Reader's Digest. This survey allows us to help shed light on why Americans gravitate towards certain brands."
