The rankings reveal the most positively perceived brands among female customers in Singapore
On the occasion of International Women’s Day, YouGov BrandIndex – a syndicated brand tracker which continuously collects data on thousands of brands every day - looked at Personal Care and Retail brands’ former and current customers, and analysed the most positively perceived brands among female customers between the period of 1st March 2023 and 29th February 2024.
Among major personal care brands tracked by YouGov BrandIndex in Singapore, Dettol was viewed most positively by female customers over the past 12 months. It achieved the highest score of 51.4 – calculated as an average of its Impression, Quality, Value, Customer Satisfaction, Recommendation and Consideration scores.
Kirei Kirei is the next most favourably viewed brand among females (48.6), followed by Dove (42.3), The Body Shop (42.0) and Lifebuoy (41.7).
L’Oreal Paris (39.9) and Kotex (36.4) also appear in the list, along with other Japanese personal care brands such as Shokubutsu (39.1), Mandom (37.8) and Bifesta (37.1).
Within the Retail category, Uniqlo enjoys the strongest position among female customers (67.8).
Decathlon ranked second (45.1), followed by Nike (44.1), Adidas (43.0) and Marks & Spencer (36.6).
Sephora took the sixth position (34.0), followed by Takashiyama (32.8). Lastly, Levi’s (32.7), Zara (32.0) and Tangs (28.3) complete the top ten ranking of retail brands among women in Singapore.
Methodology: YouGov BrandIndex collects data on thousands of brands every day. YouGov examined all brands within the personal care and retail sectors between March 1, 2023, and February 29, 2024. The brands were filtered by female former and current customers and then ranked using an overall score calculated as an average of Impression, Quality, Value, Customer Satisfaction, Recommendation and Consideration scores. Base size is equal to 100 or more. Learn more about BrandIndex.
