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Health & hygiene has an average Brand Intimacy Quotient of 25.9, below the collective average among the 15 industries.

Ritual is the dominant category archetype for health & hygiene. Olay is the top performing brand, with a Quotient score of 46.3, followed by Dove in second place and Crest in third. Dove is the top ranking brand for millennials and those ages 35-44, while Olay is preferred among those 45-54 years old and across all incomes.

 

Gillette and Schick are similar intimate brands. Gillette has a slightly higher Quotient score (22.6 versus 20.4 for Schick) and higher economic equity, with 10 percent of Gillette customers willing to pay 20 percent more for its products and services, compared to only 4 for Schick. They are, however, relatively evenly matched for the stages, with Gillette having more fusing customers and Schick stronger with bonding and sharing customers. The archetypes paint a slightly different picture for both brands. Gillette has more associations and is linked with ritual, the dominant category archetype, as well as identity, fulfillment and indulgence. Schick is more associated with enhancement and nostalgia.

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