THE WHAT? L’Oréal has retained its title as the world’s most valuable brand, topping the Brand Finance Cosmetics 50 report.
THE DETAILS L’Oréal was followed by Estee Lauder, Gillette, Nivea and Guerlain in the top five respectively, with Estee Lauder brand value up a massive 39 percent, jumping up three places from fifth spot last year.
Gillette’s brand value was down 8 percent, while Nivea’s brand value was up 10 percent to US$6.8 billion, and Guerlain was up 8 percent to US$6.1 billion.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance.
Natura, which had a brand value increase of 17 percent to US$2.4 billion, is the strongest brand in the cosmetics ranking with a Brand Strength Index (BSI) score of 91.5 out of 100 and a corresponding brand rating of AAA+.
THE WHY? According to Brand Finance, L’Oréal has built significant value over 100 years of operation by continuing to ‘innovate and acquire complementary brands that build upon its significant history, value and tradition.’
It said, “This year has seen a transition of leadership from outgoing CEO Jean-Paul Agon, who led L’Oréal for 15 years, to incoming CEO Nicolas Hieronimus. Industry analysts believe that the promotion of key lieutenant Hieronimus from within represents an effort to build on the existing strategy to lead the brand out of the pandemic.”
Annie Brown, Associate Director at Brand Finance, commented, “L’Oréal is – again – the world’s most valuable cosmetics brand, but with consumers forecast to increase spending as they re-emerge from the pandemic, the brand has significant growth opportunities. The key challenge for new CEO Hieronimus will be to serve as an effective brand guardian for L’Oréal as it seeks to return to growth, especially throughout Asia.”
Aesthetic products generally refer to a broad category of items designed to enhance or improve one's appearance, often focusing on skincare, beauty, and personal grooming. These products are typically used to maintain or enhance physical attractiveness and may include a wide range of items intended for both professional and personal use. Here are some common types of aesthetic products:
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Skincare Products: Including cleansers, moisturizers, serums, and treatments designed to address various skin concerns such as acne, aging, hyperpigmentation, and sensitivity.
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Cosmetics: Makeup products such as foundations, concealers, eyeliners, lipsticks, and eyeshadows used to enhance facial features and achieve desired looks.
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Hair Care Products: Shampoos, conditioners, styling products, and treatments to maintain and improve the health and appearance of hair.
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Fragrances: Perfumes and colognes used to enhance personal scent and attractiveness.
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Dental Care Products: Toothpaste, mouthwash, whitening treatments, and dental floss aimed at maintaining oral hygiene and enhancing smile aesthetics.
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Personal Grooming Tools: Including razors, electric shavers, trimmers, and grooming kits used for hair removal and personal hygiene.
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Beauty Devices: Devices such as facial cleansing brushes, LED light therapy masks, and microcurrent devices designed for at-home skincare treatments.
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Nutritional Supplements: Supplements aimed at promoting skin health, hair growth, and overall well-being, often containing vitamins, minerals, and antioxidants.
