HAPPI - August 2014

reductions from the two largest magazine advertisers, Procter & Gamble and L’Oréal, which account for more than 10% of total spending, according to Kantar Media.

P&G secured the top-ranked position for Q1 with $773.8 million of ad spending, down 2.6% from the prior year. Increased support for personal care and paper product brands was more than offset by reductions within its cosmetics and hair care brand portfolios.

L’Oréal finished in the top 10 too, at No. 7. Like P&G, the beauty company’s spending was also down 14.9%, according to Kantar Media.

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•BrandSpark International has revealed the “Most Trusted” brands in the American CPG sector. Consumers’ reasons for citing a brand as being their most trusted vary by category. For health and beauty brands, trust is built on quality perceptions such as effectiveness (does the brand meet personal needs?) and perception of a fair price, said BrandSpark. Here are the winners in Happi’s markets:

Health & Beauty Brands

Anti-Aging Skin Care —Olay Body Wash—Dove Facial Cleanser—Neutrogena Foundation—CoverGirl Lipstick—Revlon and CoverGirl (tie) Mascara—Maybelline Men’s Deodorant/AP—Old Spice Men’s Shaving—Gillette Nail Care—Sally Hansen Nutritional Supplements & Vitamins—Nature Made Toothpaste—Crest Topical Pain Relief— Neosporin Women’s Body Skin Care—Dove Women’s Deodorant/AP—Secret Women’s Facial Skin Care—Olay Women’s Hair Care—Pantene Women’s Hair Styling—Pantene and Garnier (Tie) Women’s Shaving—Gillette Venus

Household Brands

Air Freshener—Febreze Dish Soap— Dawn Dishwasher Detergent—Cascade Fabric Softener— Downy Hand Soap (TIE)— Softsoap and Dial Household Cleaning— Lysol Laundry Detergent—Tide Laundry Stain Remover—Shout