Reader’s Digest: CVS Health, Walmart top the list of most-trusted retailers
NEW YORK — Leave it to the experts on matters of health, but on all other matters trust your spouse. That was the result of Reader's Digest second annual Trusted Brand Survey, which identified CVS Health as America's most-trusted drug store, Walmart as America's most-trusted mass merchandiser and Pharmavite's Nature Made brand as America's most-trusted nutritional supplement.
“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,” stated Kirsten Marchioli, VP and group publisher for Reader’s Digest. “We’re thrilled to announce the winners of our second annual Trusted Brand survey, which consists of brands and companies that have earned the respect and trust of consumers nationwide.”
The survey found that trust continues to be a very important factor in consumer decision making, with 78% of this year’s survey participants stating they would choose a brand that’s been identified as more trustworthy than a different brand with equal quality and price.
In addition, the study reported 67% of U.S. adults surveyed pay more attention to trusted brands, and another 67% say they pay more money to support trusted brands. Furthermore, half of respondents (50%) said the Reader’s Digest Most Trusted Brands seal would increase their likelihood of trusting that product or service.
This year’s survey also evaluated the people that Americans trust. Perhaps not surprisingly, respondents resoundingly reported that their spouse or partner is the most trusted resource across all categories except for health, where professionals and experts were the top resource.
In addition to the aforementioned, Reader's Digest's "Most Trusted Brands" in the CPG space for 2016 are:
- Allergy relief: Benadryl;
- Body lotion/moisturizer (excluding facial creams): Aveeno;
- Cold & flu remedies: NyQuil;
- Eye care product/eye health (excluding services, lenses and frames): Visine;
- Facial moisturizer/cream: Olay;
- Hair color: L’Oreal;
- Headache/pain reliever: Advil;
- Mouthwash: Listerine;
- Nutrition bars: CLIF
The full list of Reader’s Digest Most Trusted Brands can be found in the publication’s October issue, which hit newsstands on Sept. 20.
Publicis Media named lead media agency globally for Coty
NEW YORK – Coty last week appointed Publicis Media as its lead media agency globally. Publicis Media's Zenith will lead the assignment which will include the current Coty brands and P&G Specialty Beauty Business brand portfolio being acquired by Coty, with the transition expected to be completed in October of this year.
Publicis Media will work in close collaboration with Beamly, Coty's internal digital social and programmatic agency. The combined Coty assignment will span 16 markets, with Publicis Media responsible for strategy, trading, content and data and analytics for Coty whose brands include color cosmetics brands Rimmel and Sally Hansen, and fragrance brands Calvin Klein, Marc Jacobs and Davidoff, and post the merger will include leading cosmetics brands COVERGIRL and Max Factor, fragrance brands such as Hugo Boss and Gucci, and haircare brands such as Wella and Clairol.
Bringing together Coty and the P&G Specialty Beauty Business is expected to create one of the world's largest pure-play beauty companies with advertising and promotional spend estimated at well over $1 billlion and is expected to establish Coty as the global leader in fragrances, the second largest in salon professional products and the third largest in cosmetics.
"Zenith has been a trusted partner for Coty. We are excited to expand our partnership with them as we look to elevate the quality of our media while taking advantage of our new scale, as we strive to become over time a global industry leader by being a clear challenger in Beauty," stated Camillo Pane, CEO Designate, Coty.
"We are thrilled to broaden our partnership with Coty. It's a tremendous endorsement of our Publicis Media vision unveiled earlier this year and the transformative power of our capabilities, talent and collaborative approach to driving our clients' businesses forward," said Steve King, CEO, Publicis Media.