Shampoos – 2012 Ratings

Posted by Canstar Blue November 22nd 2012

You are viewing the archived 2012 award for shampoo. Go to the current shampoo ratings.

See Our Ratings Methodology.

Supermarket shampoo brands offer five star hair care, according to Canstar Blue survey

Most Satisfied Customers - Shampoo 2012Hair care products with tags boasting a higher price are not the only path to camera-ready hair, with nearly half of the respondents to our recent survey saying they get the same results from supermarket shampoo brands as from salon brands.

They’re not looking online for a better deal either – only eight percent had turned to the internet to buy shampoo and other basic personal care items for a cheaper price.

Only five percent of customers said they had spent more than $400 on a trip to the hairdresser, with just four percent spending $200 a month on hair care in general.

We also saw brand loyalty from 43% of respondents whom had been purchasing the same shampoo brand for more than three years. Men were especially likely to stick to one product, with 50% (versus 38% of women) committed to a single brand.

On the hunt for a great shampoo? Our survey respondents have helped us narrow down the best of the bunch. We found that L’Orèal customers were most satisfied with their shampoo brand overall, earning the cosmetics brand our most satisfied customers award for 2012.

Also compared were Natures Organics, Pantene, Sunsilk, Schwarzkopf, TRESemmè, Herbal Essences, Garnier, Palmolive, head & shoulders and Dove.

Three shampoo brands excelled and received five star ratings:

  • L’Orèal for overall customer satisfaction, effectiveness and consistency
  • Natures Organics for value for money, and
  • Herbal Essence for shampoo fragrance.

Canstar Blue commissions Colmar Brunton to regularly survey 2,500 Australian consumers across a range of categories to measure and track customer satisfaction. The outcomes reported are the results from shampoo customers within the survey group – in this case, 1,998 people. To qualify, the customer must have purchased shampoo in the last 3 months.

Brands must receive at least 30 responses to be included. Results are comparative and it should be noted that brands that received three stars have still achieved a satisfaction measure of at least six out of 10.

Overall customer satisfaction

Beauty may be in the eye of the beholder, but having a perfect head of hair doesn’t hurt. Thankfully, L’Orèal can help, having received five stars for overall customer satisfaction in this category. Natures Organics, Pantene, Sunsilk, Schwarzkopf, TRESemmè, Herbal Essences, Garnier and Palmolive all received four stars for overall satisfaction; followed by head & shoulders and Dove with three.

Value for money

Customers of Natures Organics were most satisfied with the value for money their shampoo represents, achieving a top star rating for this criterion. Sunsilk, TRESemmè, Schwarzkopf, Garnier, Palmolive and Dove received four stars when it came to value for money and L’Orèal, Pantene, Herbal Essences and head & shoulders each received three.

Effectiveness

L’Orèal was ahead once again, this time for the effectiveness of its shampoo products. Following the five star recipient were Pantene, Sunsilk, Schwarzkopf, Herbal Essences and head & shoulders with four stars each. Natures Organics, TRESemmè, Garnier, Palmolive and Dove all achieved three star ratings.

Consistency of the shampoo

Almost every brand – Natures Organics, Pantene, Sunsilk, Schwarzkopf, TRESemmè, Herbal Essences, Garnier, Palmolive, head & shoulders and Dove –received a four star rating for the consistency of their shampoos. L’Orèal snatched a five star rating for this criterion.

Fragrance

Given no one wants to walk around smelling like dishwashing liquid, shampoo fragrance is a pretty important selling point for hair care products. Herbal Essences’ customers were most satisfied with their shampoo’s fragrance, followed by L’Orèal, Natures Organics, Pantene, Sunsilk, Schwarzkopf, Garnier, Palmolive and Dove with four stars each. TRESemmè and head & shoulders received three stars.