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For CMO Professionals

Trust, Not Buzz, Builds Health And Beauty Brand Resonance

Technographics® TRUE Brand Compass: Health And Beauty Consumer Packaged Goods

July 15, 2013

Primary author headshot


  • By Tracy Stokes
  • with David M. Cooperstein,
  • Roxana Strohmenger,
  • Chelsea Hammond, Ph.D.,
  • Reineke Reitsma,
  • Alexandra Hayes

Why Read This Report

Forrester's research shows that consumers demand more from brands in the 21st century. Marketers now have a steeper hill to climb to earn consumers' brand preference, referral, and willingness to pay a premium price. This is the first in a series of reports that analyzes Forrester's new Consumer Technographics® TRUE brand compass data to reveal consumers' expectations of brands by category. This report shows what makes a strong trusted, remarkable, unmistakable, and essential (TRUE) brand in the consumer packaged goods (CPG) health and beauty aids (HBA) category. Chief marketing officers (CMOs) and brand leaders of CPG brands must begin their quest for mindshare and market share by earning consumers' trust, not by driving buzz.

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Table of Contents

  • Trust Is Fundamental To Building A Health And Beauty Brand
  • Health And Beauty Leaders Win The Highest True Brand Ranking
  • Health And Beauty Brands Must Build Trust, Not Buzz

  • Set A Path For Your Brand Building Journey
  • Supplemental Material
  • Related Research Documents