P&G’s Olay has come out on top of Brand Finance’s first list of the top 50 most valuable cosmetics brands in the world. The results were based on financial value and calculated using a balance scorecard of financial, risk and brand equity measure, which was then used to allocate an appropriate proportion of future sales to the brand.
P&G were a big winner in the results, with its Olay and brands being ranked first and third, respectively, however the company itself does not rank highly as a brand. Sandwiched between the two in second place was . Not surprisingly, L'Oréal Paris’s presence on the list was hard to ignore, taking out fourth place, with 12 other L’Oréal brands scattered throughout the list. Celebrating 100 years in skincare this year, Beiersdorf’s rounded out the top five, and Neutrogena came in at number six. Lancôme featured at number seven while Unilever’s brand was ranked eighth, came in number nine and somewhat surprisingly, skincare brand Bioré took out tenth spot.
According to the article accompanying the results in American SPC magazine, both profit margins and sales volumes heavily influenced the brand values. Therefore brands such as Softsoap and Aveeno Active Naturals, while not having high profit margins but relatively high sales volumes, made the top 50, while some niche luxury brands such as Crème de la Mer missed out.
As this is a global league table, popular brands in the US score very highly as many of these brands have sales of over $1bn a year,” according to consultant to Brand Finance Mary-Ellen Field. Whilst there are lots of fantastic brands in the beauty industry, many of them have very small sales in comparison to the ones on this list.”
1. Olay
2.
3.
5.
6. Neutrogena
7. Lancôme
8.
9.
10. Bioré
11.
12.
13. Pantene Pro-V
14. Garnier
16. Chanel
17. Natura
18. Christian Dior
19. Clarins
20.
21.
22.
24.
25. Seda
26. Biotherm
27. Oriflame
28.
29.
30. Softsoap
31.
32. Vichy
33. Irish Spring
34. Kérastase
35.
36. Redken
37. Yves Saint Laurent
38. Matrix
39. Rimmel London
40. La Roche-Posay
41.
42. Speed Stick
43. Revlon
44. Eucerin
45. RoC
46.
47. Head & Shoulders
48. Kiehl’s
49.
50. Coty
