For the ninth time in a row Nivea received the highest ranking in the “Most Trusted Brands” survey conducted by the Reader’s Digest magazine over 23,000 readers.

For consumers in the 16 European countries Nivea is the skin care brand that they trust most with respect to quality, image and cost-benefit relationship. The Swiss trust Nivea the most. In all three beauty categories - skin care, cosmetics and hair care - Nivea was ranked highest.

In the cosmetics category, 31% of those surveyed preferred Nivea. Especially consumers in Belgium, Portugal, Romania and the Czech Republic put their trust in the brand of Beiersdorf. Yves Rocher (in France, Germany, The Netherlands and Sweden) and Avon (in Hungary, Poland and Russia) also scores high in the cosmetics category, while Pantene is the only hair care brand ranking first in three countries.

Reader’s Digest “Most Trusted Brands” survey is an annual mail open questionnaire (without a list to choose from), where consumers rate their favourite brands in 100 categories.