Big-Name Personal Care Brands Dominate Search Rankings

Online shopping for personal care products is increasing, so the ranking of brands in search results is of paramount importance. P&G has had the greatest success in placing products at the head of the search line on the first page. P&G brands benefit from the company’s early online success and involvement in e-tail merchandising programs. A report on e-tailer strategy suggests that it’s tough for new brands to break into the top ranks because incumbents have an advantage. In diaper products, for example, P&G’s Pampers wins 40 percent first-page placement on Amazon and Walmart, while Kimberly-Clark’s Huggies leads on Target.