why i'm loyal to a product, not a company's brand

For the last 25 years or so my skincare regime has involved shaving my head every couple days and moisturising straight after.

When your scalp is on show 24/7, you need to look after it, and in searching for that perfect combination I've tried more brands of razor blade, shaving gel/foam/cream and moisturiser than you can shake a stick at. But for as long as I can remember I've used a Gillette Mach 3 razor, Lush shaving cream and Body Shop moisturiser.

Posed by a model, not me!
Yet Gillette produces a shaving cream and moisturiser as well as razor blades; Lush produce a moisturiser as well as a shaving cream, and Body Shop sells a shaving cream as well as a moisturiser - so why don't I make life easier and buy multiple things from the same brand? After all, people are loyal to brands all the time aren't they?

Put simply I'm product loyal rather than brand loyal. I don't care who makes what, as long as I get the best product to keep my head feeling smooth and looking shiny. Yet companies don't seem to understand this.

What many call "brand loyalty" is more a reflection of habit than any type of loyalty itself. Customers in most categories are readily willing to switch brands if there's something in it for them - and I'm no different. If King of Shaves or Wilkinson Sword produced a blade that stayed sharper for longer, handled better (trust me, when you shave a lot, how a blade feels in your hand is important) and was about the same price, I'd show no loyalty to Gillette in the slightest. Sorry Gillette but I'd be off like a shot.

I just want the best product and the best value for money - the brand which delivers that is irrelevant. I don't care about you; I'm not attached to you nor do I have an emotional connection with you.

Trust me; I'm the rule rather the exception.

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