1. GOOD HOUSEKEEPINGGOOD HOUSEKEEPING

2. GOOD HOUSEKEEPING
ONLINE STUDY
• In June 2015 GH conducted a study
on consumer perception and
awareness of the Seal
• 1,137 readers and non-readers
completed the survey
Source: Fairfield Research, June 2015GOOD HOUSEKEEPING 2

3. GOOD HOUSEKEEPING
RESPONDENTS
% female 92%
% male 8%
18-34 18%
35-54 44%
55+ 38%
Source: Fairfield Research, June 2015
3

4. GOOD HOUSEKEEPING
Source: Fairfield Research, June 2015
High awareness across
all age groups
18-34
35-54
55+
88% of consumers are aware of the
Good Housekeeping Seal
66%
83%
97%
UNIVERSAL AWARENESS
4

5. GOOD HOUSEKEEPING 5
SYMBOL OF REASSURANCE
87%
of consumers would feel more
comfortable buying a product they
were unfamiliar with if it had the
Good Housekeeping Seal
CREDENTIALS COUNT
74%
of consumers would feel more
comfortable buying a product they
were unfamiliar with if it had a seal,
stamp or endorsement
Source: Fairfield Research, June 2015

6. GOOD HOUSEKEEPING 6
WHY IS IT REASSURING?
Products with the Good Housekeeping Seal
80%
36%
Have received a stamp of approval/endorsement from GH
Have been tested
Will perform as promised
Are superior
Are backed by a
limited warranty
90%
68%
27%
Source: Fairfield Research, June 2015

7. GOOD HOUSEKEEPING 7
When choosing between
two brands similar in price and
features, 89% of consumers are
more inclined to buy a product
with the Seal
Source: Fairfield Research, June 2015

8. GOOD HOUSEKEEPING 8
46%
21%
30% 35%
28%26% 27%
32% 31%
25%
50%
90%
83%
78%
66%
70%
67%
71%
53% 43%
38%
44%
40%
39%
19%
21%
TOP-RANKED CONSUMER EMBLEM
91%
22%
69%
Source: Fairfield Research, June 2015
24%
82%
58%
Tremendous/Great Deal of Influence
Some Influence
69%

9. GOOD HOUSEKEEPING
90%
46%
69%
21%
53%
30%
43%
35%
58%
24%
44%
26%
31%
34%
23% 19%
31%
21%
25%
50%
83%
78%
82%
70%
65%
50%
27%
TOP-RANKED CONSUMER EMBLEM
Source: Fairfield Research, June 2015
9
Tremendous/Great Deal of Influence
Some Influence

10. GOOD HOUSEKEEPING 10
90%
42%
69%
21%
53%
30%
45%
29%
41%
31%
44%
26%
26%
30%
20%
19%
31%
18%
24%
50%
83%
74%
72%
70%
56%
46%
26%
TOP-RANKED CONSUMER EMBLEM
Source: Fairfield Research, June 2015
Tremendous/Great Deal of Influence
Some Influence

11. GOOD HOUSEKEEPING 11
PURCHASE INFLUENCE
91%
Small Appliances
70%
21%
40% of consumers are willing to pay more for an appliance if it has the Seal
89%
Large Appliances
68%
21%
Tremendous/Great Deal of Influence
Some Influence
Source: Fairfield Research, June 2015

12. GOOD HOUSEKEEPING 12
85%
Home building
83%
27%
56%
84%
26%
58%
26%
59%
Home decorating
& furnishings
Flooring
22% of consumers are willing to pay more for a home
building product if it has the Seal
PURCHASE INFLUENCE
Tremendous/Great Deal of Influence
Some Influence
Source: Fairfield Research, June 2015

13. GOOD HOUSEKEEPING 13
84%
Consumer electronics
24%
60%
33% of consumers are willing to pay more for
an electronic product if it has the Seal
PURCHASE INFLUENCE
Tremendous/Great Deal of Influence
Some Influence
Source: Fairfield Research, June 2015

14. GOOD HOUSEKEEPING 14
45% of consumers are willing to pay more for a cleaning
or household product if it has the Seal
91%
Cleaning &
Household
Housewares
69%
22%
90%
66%
24%
PURCHASE INFLUENCE
Tremendous/Great Deal of Influence
Some Influence
Source: Fairfield Research, June 2015

15. GOOD HOUSEKEEPING 15
81%
Hair care Cosmetics Skin care
56%
25%
77%
49%
28%
80%
51%
29%
36% of consumers are willing to pay more for a beauty
or personal care product if it has the Seal
PURCHASE INFLUENCE
Tremendous/Great Deal of Influence
Some Influence
Source: Fairfield Research, June 2015

16. GOOD HOUSEKEEPING 16
36% of consumers are willing to pay more for a beauty or
personal care product if it has the Seal
80%
Oral care
28%
52%
PURCHASE INFLUENCE
Tremendous/Great Deal of Influence
Some Influence
Source: Fairfield Research, June 2015

17. GOOD HOUSEKEEPING 17
80%
Food
26%
54%
34% of consumers are willing to pay more
for a food product if it has the Seal
PURCHASE INFLUENCE
Tremendous/Great Deal of Influence
Some Influence
Source: Fairfield Research, June 2015

18. GOOD HOUSEKEEPING 18
27% of consumers are willing to pay more for an OTC
drug or dietary supplement if it has the Seal
81%
OTC drugs &
remedies
Herbal & dietary
supplements
27%
54%
75%
28%
47%
PURCHASE INFLUENCE
Tremendous/Great Deal of Influence
Some Influence
Source: Fairfield Research, June 2015

19. GOOD HOUSEKEEPING 19
74%
Infant/
childcare
supplies
Toys & games
24%
50%
75%
27%
48%
24% of consumers are willing to pay more for
an infant or childcare product if it has the Seal
PURCHASE INFLUENCE
Tremendous/Great Deal of Influence
Some Influence
Source: Fairfield Research, June 2015

20. GOOD HOUSEKEEPING 20
82%
Lawn & garden
29%
53%
21% of consumers are willing to pay
more for a lawn or garden product if
it has the Seal
PURCHASE INFLUENCE
Tremendous/Great Deal of Influence
Some Influence
Source: Fairfield Research, June 2015

21. GOOD HOUSEKEEPING 21
72%
Pet food & supplies
26%
46%
21% of consumers are willing to pay more
for a pet food product if it has the Seal
PURCHASE INFLUENCE
Tremendous/Great Deal of Influence
Some Influence
Source: Fairfield Research, June 2015
21

22. GOOD HOUSEKEEPING 22
60%
Apparel
31%
29%
PURCHASE INFLUENCE
Tremendous/Great Deal of Influence
Some Influence
Source: Fairfield Research, June 2015
22

23. GOOD HOUSEKEEPING 23
70%
Automotive accessories
29%
41%
PURCHASE INFLUENCE
Tremendous/Great Deal of Influence
Some Influence
Source: Fairfield Research, June 2015

24. GOOD HOUSEKEEPING
89%
of consumers are more likely to
trust a product and its advertising
if it displayed the Seal
24Source: Fairfield Research, June 2015GOOD HOUSEKEEPING