Equate targets healthcare professionals, teachers, and parents for their hand sanitizers.
- Equate is Walmart's in-house private label brand providing all essential beauty, body care, personal health and hygiene, nutrition, OTC medicine, sleep aids, and weight management products.
- Equate hand sanitizers are sold under the Equate Body Care category at Walmart Inc.
- Equate hand sanitizers are recommended for healthcare professionals, teachers, and parents.
- Since Walmart sells its products to individuals of all age categories, Equate hand sanitizers are assumably available for all members of the public.
- These products are not recommended for infants, while children under the age of 6 should use only under adult supervision.
Unique Selling Propositions
- Equate hand sanitizers are depicted as "effective at eliminating 99.99% of harmful germs and bacteria."
- They contain anywhere from 60% to 65% ethyl alcohol for bactericidal activity.
- Equate is among the most trusted brands in the United States.
- Its products are the "result of innovation, rigorous standards, and high-quality ingredients."
- Some of Equate's hand sanitizers have vitamin E to "deliver moisture and keep skin smooth."
- The hand sanitizer products also come in easy-to-use containers and others with convenient pump dispensers.
- Purell is Gojo's brand providing skin health and hygiene solutions, including hand sanitizers, hand soaps, stands, surface disinfectants, and dispensers.
- On its Twitter handle, Purell claims to be targeting (prioritizing) "hospitals, first responders and critical infrastructure providers, including grocery stores and military."
- The product was initially invented to serve the needs of "healthcare providers and restaurant operators looking for ways to reduce the spread of germs."
- The brand has been targeting ordinary US consumers since 1977.
Unique Selling Propositions
- Purell is depicted as convenient, gentle, a pleasure to use, and "effective at killing 99.99% of most common germs."
- The hand sanitizers are "designed for frequent use in healthcare environments, with four conditioners that are clinically proven to maintain skin health."
- Purell is "America’s number one brand of instant hand sanitizer and the product most trusted by hospitals and patients" across the country.
- The hand sanitizers have "convenient dispensing options that can be placed in a variety of locations."
- Purell hand sanitizers are "formulated to meet healthcare hand hygiene protocols" and surpass FDA's hand wash requirements.
- Germ-X is Vi-Jon's brand for providing fast-acting hand sanitizing gels, liquids, and wipes to people in the United States.
- The hand sanitizers are sold to US consumers at home, on the job, and on the go.
- Germ-X also targets parents, schools, and travelers.
- The brand targets healthcare workers.
Unique Selling Propositions
- Germ-X holds the selling proposition that its products are "effective at eliminating over 99.99% of many common harmful germs and bacteria in as little as 15 seconds."
- The brand's hand sanitizing products are developed by some of the leading scientists.
- Germ-X hand sanitizers are FDA approved and regulated.
- Germ-X is "the one name that is trusted by millions to help prevent the spread of germs."
- The hand sanitizing products "meet Ecologo certification and USDA Bio Preferred program for biobased content."
Consumers' Motivational Factors
- There's no recent research that examines the factors that motivate US consumers to purchase high-end skincare products. Accenture conducted such a survey in 2012, asking US consumers their motives for buying luxury personal care products, including high-end skincare items. The top three motivations included:
- About 39% said they believe these products are "better for their body."
- Nearly 34% said that the products improve their appearance.
- And 27% stated that they desire to own top quality items, and high-end products are of better quality.
- The second reason was collaborated by research done by the University of the Basque. The study found that people are primarily driven to purchase cosmetics for emotional reasons. Therefore, consumers' negative feelings about their appearance could be the primary motivators of purchasing high-end skincare products.
- A 2016 Mintel's latest report found that women's motives for purchasing cosmetics, including high-end skincare products, is universal, and that 71% in the United States want to look best when they leave the house. About 69% say using the products boosts their self-esteem.
- The study also found that 64% purchase the products to keep up a youthful appearance.
- A recent survey on buyer motivations for buying skincare products reveals some key points. A good 24% and 20% of the population purchase these products " to protect their skin from environmental and internal damage," and to look and stay healthy, respectively.
- About 14% of the respondents surveyed claim to use skincare products to look attractive.
The research team searched through market research databases and authoritative industry articles related to the high-end skincare products for the factors that motivate the purchasing behaviors of US consumers. Accenture conducted a survey in 2012 that sought to find the motives for buying luxury personal care products, including high-end skincare items. Unfortunately, since this source is behind a paywall, we could not access further details beyond the motives for purchasing the products. Additionally, we could not identify the latest resources through these databases to answer the question directly. Next, the team examined credible media sites for interviews of top experts in the industry who may have shared information on some of the motivational drivers they've witnessed with buyers of high-end skincare products. However, this approach also did not provide a direct answer to the question, since such interviews are not published. Regardless, our extensive research was able to identify some related insights that we believe provides helpful information on the consumer purchasing drivers for high-end skincare products in the US.