Outshine Private Label: Mastering Consumer Trust in Health and Homecare Products

In consumer healthcare, home and personal hygiene, product efficacy is generally similar across brands and variants.

Soaps, shower gels, shampoos, deodorants, toothpaste, cleaning products, and disinfectants all achieve their stated objectives.

And there’s tough competition from cheaper, effective private label and discounted brands.

So, what do you do to differentiate your brand?

The competitive advantage lies in consumer preference and their belief in the product's effectiveness.

Several factors influence this belief: communication messages, packaging appearance and functionality, product appearance, viscosity, aroma, feel, user experience, and the post-use feel, appearance, and aroma.

Creating a story of belief

Most of these factors don't affect the product's actual efficacy but create a story in the consumer's mind. For some products, this story reassures the consumer that the product is effective. For others, it fails to provide reassurance, leaving consumers uncertain about the product’s efficacy.

This isn't about one missing feature; it’s about how communication and each stage of the product experience create a comprehensive narrative in the consumer's mind, convincing them of its effectiveness.

This story reassures them, allowing them to focus on their lives rather than the product's task.

When consumers believe in your product, positive emotions motivate them to continue using it.

This reaction is emotional rather than rational and is essential for success in a competitive market.

Understanding consumers’ emotional responses and connecting them with the product experience is our speciality.

You manufacture effective healthcare and hygiene products; we ensure you deliver a consumer experience that differentiates you from private label, competitors and builds essential consumer belief in your brands, driving preference, loyalty, and advocacy.

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Chris Lukehurst is a Consumer Psychologist and a Director at The Marketing Clinic:

Providing Clarity on the Psychological relationships between consumers and brands