U.S. top personal care brand buzz on social media 2019

Based on a recent ranking, Dove - Skincare was the highest ranking brand based on net online buzz. The personal care brand had a net 2019 buzz score of 19.1 index points. Second-ranked Dove - Haircare had a net buzz of 17.6 points. The scores are based on the YouGov BrandIndex, where respondents were asked if the heard anything positive or negative about the brand in the preceding two weeks, and calculated by subtracting the share of negative responses from the share of positive responses for each brand.

Most popular hair care and skin care brands based on social media buzz in the United States in 2019 (index score)

Characteristic	Index score
Dove - Skincare	19.1
Dove - Haircare	17.6
Neutrogena	14.1
Olay	13.9
Bath & Body Works	13.7

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Release date

December 2019

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Region

United States

Survey time period

2019

Supplementary notes

The 1,750 brands in YouGov BrandIndex were ranked using the Buzz score which asks respondents, “If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?” Scores are net scores, calculated by subtracting the percentage of negative responses from the percentage of positive responses for each brand.

The Buzz Rankings chart shows the brands with the highest average Buzz scores between January 1st and December 31st, 2019. The Buzz Improvers chart ranks the brands with the highest increase in Buzz comparing scores in years 2018 and 2019, to be included in the Buzz Improvers list, the variance must be positive. Scores are representative of the general population.

All Buzz scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks.

All brands must be tracked for at least 6 months to be included in the rankings, and must have been tracked for at least 6 months in the prior year’s period (as well as being currently tracked) to appear in the movers tables.

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