Research company Kantar Millward Brown has has released a report detailing the top 15 personal care brands based on value.
L’Oréal Paris is the world’s ‘most valuable care brand’ for the fifth year running according to the report, which was created in collaboration with adverting company and brand equity database BrandZ. Colgate came in second and Gillette third.
Lancôme and Shiseido were the fastest growing brands, both increasing their value by 10 per cent to $US9.4 billion and $US2.7 billion respectively, but L’Oréal maintained the top spot and is now worth $US23.9 billion. The latter has also increased its value by two per cent in the last year while the top 15 brands collectively grew by only one per cent.
BrandZ global head Doreen Wang said that the overall industry should be focusing on brand loyalty to maintain growth, adding that both luxury and and mass beauty companies must innovate to retain relevance.
“Luxury brands need to find innovative ways to emphasise their difference, which consumers value highly, to build connections,” she said. “Mass brands should create affinity by focusing innovation around their ability to meet needs and make consumers’ lives better.”
Here is the top 15 list by value ($US million) in full:
- L’Oréal Paris - 23,899
- Gillette - 16,278
- Crest - 3,341
- Shiseido - 2,691
Image: @lorealhair
