In personal care category.
Wahl was the biggest winner of the Canstar Blue customer satisfaction research for personal care, taking out the awards for both hair clippers and beard trimmers – two new ratings for 2016. The other two categories saw brands retain their titles from 2015, with ghd the highest rated for hair straighteners and Philips for electric shavers.
Canstar Blue head, Megan Doyle commented, “In the case of ghd and Philips, we have seen consistently high satisfaction scores, and the two brands appear hard to beat in their respective categories. Consumers are convinced about the quality they are getting, and most importantly that it’s worth the price. Both are premiums brands which don’t come cheap, but in the case of small grooming appliances, you usually get what you pay for.”
“With Wahl, we have seen it completely dominate two new categories in our suite of consumer research. Both were competitive fields, but consumers have judged Wahl number one in all important areas, including performance, ease of cleaning, comfort and value for money.
“What all three of these brands bring to the table is quality and reliability, which is exactly what consumers demand. People don’t mind paying a little extra if they know it’s going to be money well spent and they’re getting an appliances that’s going to last.”
The Canstar Blue survey found consumers spend an average of $68 on hair clippers, $87 on beard trimmers, $117 on electric shavers and $135 on hair straighteners.
However, these small grooming appliances are also commonly given as gifts, the research found. More than a third of Australians who own a beard trimmer said their device was a present (36%), followed by those with electric shavers (32%), hair straighteners (31%) and hair clippers (27%).
“For many people, these types of grooming appliances are aspirational purchases, and sometimes it takes a special occasion to get your hands on one. However, once you have them, you often wonder how you managed without. The majority of consumers use their appliances on a regular basis – they don’t just sit in bathroom cupboards gathering dust. They are certainly great gift ideas for Christmas,” Doyle continued.