Health & hygiene has an average Brand Intimacy Quotient score of 36.7, virtually equal to the cross-industry average of 36.8. The category has improved its Quotient score by 13 percent since our 2021 study.
Ritual is the dominant archetype, and the industry ranks first for ritual. Cetaphil leads the industry for this archetype. The health & hygiene category also performs higher than the industry average for sharing and fusing, where it ranks sixth overall.
In comparing Kleenex and Tylenol, we see Tylenol performing better across the fulfillment, enhancement, and ritual archetypes and the sharing stage. Kleenex is stronger in identity, nostalgia and indulgence and leads across the bonding and fusing stages. Keywords are powerful for both: reliable, necessity, and dependable.