Private Brand Makes You Beautiful!

CVS Private Label

In an article published in the Utah daily the Salt Lake Tribune a Good Housekeeping report compares Private Brand and national brand beauty products with somewhat mixed results.

Are store-brand beauty products as good as name brand?

What are you really getting when you purchase a store-brand or private-label beauty product that claims it “compares with” a better-known national brand?

To find out, the Good Housekeeping Research Institute performed blind comparisons in three categories — anti-aging facial moisturizer, body lotion and two-in-one shampoo/conditioner.

The name brand face lotion and shampoo/conditioner were both clear winners over their store-brand counterparts.

Panelists preferred the scent and “silky” feel of the name-brand face lotion. Lab analysis also revealed that the name brand contained anti-aging ingredients that weren’t in the imitator.

Volunteers who liked the name-brand two-in-one shampoo/conditioner said it left their hair smoother and more manageable.

Testers were evenly split on which body lotion worked best. Some thought the name brand was better at moisturizing, while others favored the store brand for the same reason.

Here’s help in deciding whether to buy store-brand or pony up for the name brand.

Read the entire story: Are store-brand beauty products as good as name brand?



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.