U.S. consumers have named Suave as the No. 1 brand in the Health & Beauty Aids category, according to the recent 2001 Top Brands Study sponsored by DSN Retailing Today. Spanning 22 product categories, the national study reported that Suave edged out Crest and Cover Girl (which tied for second place) in its first-time rise to No. 1 in the survey’s nearly 20-year history.

“We’re not surprised that consumers love Suave, after all nearly three out of five U.S. homes has a Suave product in it,” explained Ralph Blessing, Suave category director. “We are, however, surprised and thrilled that consumers voted Suave No. 1 in the health and beauty aids category, which tells us that they appreciate the complete Suave line, including skin care, antiperspirant/deodorants and hair care products.”

The nation’s No. 1 hair care brand in units sold year after year, Suave continues to be the fastest-growing brand in the hair care category, growing at a rate of three times (to 24% year-to-date) compared to competing brands (7.8% dollar sales growth overall). Americans buy 14 Suave products every second, according to one research study. The brand, introduced in 1937, reached a record-setting 10-dollar share this past June with little promotional support.

“Much of our success is due to our understanding of consumers’ value mindset and their value to retailers,” added Mr. Blessing. “Since the brand was introduced over 60 years ago, Suave has appealed to this large and growing segment who demand high quality products with lower price points than competing brands. They are particularly profitable for our retail customers because they traditionally make large purchases during each store visit. As a result, when Suave products are marketed as a master brand, the consumer conversion rate is very high.”