Шампуни, кондиционеры и бальзамы для волос |
1. | (HEAD & SHOULDERS) | 17.8% | +1 | |||
2. | (ЧИСТАЯ ЛИНИЯ) | 14.8% | -1 | |||
3. | (SCHAUMA) | 12.9% | 0 | |||
4. | (PANTENE) | 12.2% | 0 | |||
5. | (NIVEA) | 9.3% | +2 | |||
6. | (SYOSS) | 9.3% | 0 | |||
7. | (DOVE) | 6.3% | +3 | |||
8. | (ESTEL) | 6.1% | - | |||
9. | (ELSEVE) | 5.7% | 0 | |||
10. | (L'OREAL) | 5.6% | -2 |
1. | (ЧИСТАЯ ЛИНИЯ) | 19.1% | +3 | |||
2. | (HEAD & SHOULDERS) | 16.8% | -1 | |||
3. | (SCHAUMA) | 12.6% | -1 | |||
4. | (PANTENE) | 10.9% | -1 | |||
5. | (GARNIER) | 8.2% | - | |||
6. | (SYOSS) | 7.7% | -1 | |||
7. | (NIVEA) | 7% | 0 | |||
8. | (L'OREAL) | 6.4% | 0 | |||
9. | (ELSEVE) | 6.1% | +1 | |||
10. | (DOVE) | 5.2% | -4 |
1. | (HEAD & SHOULDERS) | 17.9% | 0 | |||
2. | (SCHAUMA) | 15.2% | 0 | |||
3. | (PANTENE) | 14.2% | 0 | |||
4. | (ЧИСТАЯ ЛИНИЯ) | 11.8% | +1 | |||
5. | (SYOSS) | 8.8% | -1 | |||
6. | (DOVE) | 8.5% | - | |||
7. | (NIVEA) | 7.1% | -1 | |||
8. | (L'OREAL) | 6% | +1 | |||
8. | (ESTEL) | 6% | ||||
10. | (ELSEVE) | 5% | 0 |
1. | (HEAD & SHOULDERS) | 17.9% | 0 | |||
2. | (SCHAUMA) | 15.6% | 0 | |||
3. | (PANTENE) | 12.9% | 0 | |||
4. | (SYOSS) | 11.7% | +2 | |||
5. | (ЧИСТАЯ ЛИНИЯ) | 10.4% | 0 | |||
6. | (NIVEA) | 8.6% | -2 | |||
7. | (GARNIER) | 6.5% | +3 | |||
8. | (NATURA SIBERICA) | 5.9% | +1 | |||
9. | (L'OREAL) | 5.2% | - | |||
10. | (ELSEVE) | 5.1% | -3 |
1. | (HEAD & SHOULDERS) | 16.9% | 0 | |||
2. | (SCHAUMA) | 14.2% | 0 | |||
3. | (PANTENE) | 12.1% | 0 | |||
4. | (NIVEA) | 11.4% | +1 | |||
5. | (ЧИСТАЯ ЛИНИЯ) | 11% | +2 | |||
6. | (SYOSS) | 9% | -2 | |||
7. | (ELSEVE) | 7.2% | +1 | |||
8. | (DOVE) | 7.1% | -2 | |||
9. | (NATURA SIBERICA) | 5.9% | - | |||
10. | (GARNIER) | 5.2% | - |
1. | (HEAD & SHOULDERS) | 16.1% | +1 | |||
2. | (SCHAUMA) | 13.2% | -1 | |||
3. | (PANTENE) | 10.6% | 0 | |||
4. | (SYOSS) | 10.4% | +2 | |||
5. | (NIVEA) | 9.7% | -1 | |||
6. | (DOVE) | 9.5% | +3 | |||
7. | (ЧИСТАЯ ЛИНИЯ) | 9.1% | -2 | |||
8. | (ELSEVE) | 7.5% | -1 | |||
9. | (L'OREAL) | 7.4% | +1 | |||
10. | (GLISS KUR) | 6.4% | - |
1. | (SCHAUMA) | 14.9% | +1 | |||
2. | (HEAD & SHOULDERS) | 14.5% | -1 | |||
3. | (PANTENE) | 12.1% | +2 | |||
4. | (NIVEA) | 11.7% | -1 | |||
5. | (ЧИСТАЯ ЛИНИЯ) | 11.1% | +1 | |||
6. | (SYOSS) | 9.4% | -2 | |||
7. | (ELSEVE) | 7.8% | 0 | |||
8. | (NATURA SIBERICA) | 6.3% | +1 | |||
9. | (DOVE) | 6.1% | -1 | |||
10. | (L'OREAL) | 6.1% | - |
1. | (HEAD & SHOULDERS) | 16.6% | 0 | |||
2. | (SCHAUMA) | 15.7% | 0 | |||
3. | (NIVEA) | 12.2% | 0 | |||
4. | (SYOSS) | 11.6% | +1 | |||
5. | (PANTENE) | 11.2% | -1 | |||
6. | (ЧИСТАЯ ЛИНИЯ) | 9.6% | 0 | |||
7. | (ELSEVE) | 6.4% | - | |||
8. | (DOVE) | 6.1% | +1 | |||
9. | (NATURA SIBERICA) | 5.3% | ||||
10. | (SCHWARZKOPF) | 5.3% | - |
1. | (HEAD & SHOULDERS) | 13.1% | +3 | |||
2. | (SCHAUMA) | 12.9% | 0 | |||
3. | (NIVEA) | 12.9% | -2 | |||
4. | (PANTENE) | 12.7% | +3 | |||
5. | (SYOSS) | 12.6% | 0 | |||
6. | (ЧИСТАЯ ЛИНИЯ) | 10% | -3 | |||
7. | (GLISS KUR) | 7.6% | +1 | |||
8. | (GARNIER) | 6.3% | - | |||
9. | (DOVE) | 6.1% | -3 | |||
10. | (SHAMTU) | 5.9% | - |
1. | (NIVEA) | 15.8% | +1 | |||
2. | (SCHAUMA) | 13.1% | -1 | |||
3. | (ЧИСТАЯ ЛИНИЯ) | 11.7% | +1 | |||
4. | (HEAD & SHOULDERS) | 11% | -1 | |||
5. | (SYOSS) | 10.9% | +1 | |||
6. | (DOVE) | 10.4% | +2 | |||
7. | (PANTENE) | 10.1% | -2 | |||
8. | (GLISS KUR) | 6.1% | -1 | |||
9. | (L'OREAL) | 5.7% | - | |||
10. | (FRUCTIS) | 5.2% | - |
1. | (SCHAUMA) | 15% | +1 | |||
2. | (NIVEA) | 14.5% | +1 | |||
3. | (HEAD & SHOULDERS) | 13.3% | -2 | |||
4. | (ЧИСТАЯ ЛИНИЯ) | 11.2% | +4 | |||
5. | (PANTENE) | 10.8% | -1 | |||
6. | (SYOSS) | 8.3% | -1 | |||
7. | (GLISS KUR) | 7.6% | +3 | |||
8. | (DOVE) | 6.5% | -2 | |||
9. | (GARNIER) | 6.4% | - | |||
10. | (ELSEVE) | 6.2% | -1 |
1. | (HEAD & SHOULDERS) | 16.4% | 0 | |||
2. | (SCHAUMA) | 14% | 0 | |||
3. | (NIVEA) | 12.6% | 0 | |||
4. | (PANTENE) | 11.6% | 0 | |||
5. | (SYOSS) | 10% | ||||
6. | (DOVE) | 7.8% | +2 | |||
7. | (SHAMTU) | 7.8% | - | |||
8. | (ЧИСТАЯ ЛИНИЯ) | 7.2% | -3 | |||
9. | (ELSEVE) | 6.7% | - | |||
10. | (GLISS KUR) | 5.9% | -3 |
1. | (HEAD & SHOULDERS) | 15.3% | +3 | |||
2. | (SCHAUMA) | 15% | 0 | |||
3. | (NIVEA) | 14.6% | -2 | |||
4. | (PANTENE) | 13.4% | -1 | |||
5. | (ЧИСТАЯ ЛИНИЯ) | 7.6% | ||||
6. | (GARNIER) | 7.5% | -1 | |||
7. | (GLISS KUR) | 7.1% | -1 | |||
8. | (DOVE) | 7% | - | |||
9. | (TIMOTEI) | 6.7% | -2 | |||
10. | (L'OREAL) | 5.8% | -2 |
1. | (NIVEA) | 16.1% | +3 | |||
2. | (SCHAUMA) | 14.1% | 0 | |||
3. | (PANTENE) | 14.1% | -2 | |||
4. | (HEAD & SHOULDERS) | 10.9% | -1 | |||
5. | (GARNIER) | 8.9% | ||||
6. | (GLISS KUR) | 7.6% | -1 | |||
7. | (TIMOTEI) | 7.4% | +1 | |||
8. | (L'OREAL) | 7.1% | ||||
9. | (SCHWARZKOPF) | 7% | ||||
10. | (ELSEVE) | 6.8% | -3 |
* Опрашивались респонденты, покупавшие шампуни, кондиционеры и бальзамы для волос в течение последнего месяца
**От назвавших один из брендов TOP-10 в категории
Цитата:
Кевин Робертс генеральный директор компании «Saatchi & Saatchi» |
« В основе концепции Lovemarks лежат эмоциональные связи с потребителями. Связи, которые выше доводов разума и рассуждений о преимуществах продукта. Установить эти связи – значит выучить язык ощущений. И наша задача гораздо сложнее, чем просто добавить аромат, вкус, создать особую фактуру или увеличить размер продукта »