Brand Finance has released its analysis of the world's biggest cosmetics brands in a report titled, "Cosmetics 50 2019."
CEO of Brand Finance, David Haigh, stated, "Growth in the cosmetics market is dependent on a brand fully grasping and meeting the demands of its discerning customer, something which, with the rise of social media and the explosion of vloggers and influencers, is constantly evolving. Whilst pricing, variety, packaging and brand loyalty remain central to repeat business, cosmetics brands which capitalize on their marketing and digital presence, are the ones most likely to prosper."
Cosmetics 50 2019
Despite defending the top spot, Johnson's ongoing talcum and asbestos litigation has tarnished the brand image—despite the fact that baby powder is a small portion of its product offering—and the company as a whole experience a substantial decrease in brand value.
Brand Finance awarded Neutrogena with a brand rating of AAA, meaning it is the strongest brand in the Brand Finance Cosmetics 50 2019 ranking. According to Brand Finance, brand strength is reportedly determined by marketing investment, stakeholder equity and business performance.
Among the other top-performing brands, the report dubbed SK-II, Chanel and Christian Dior as "star performers."
The world's top 10 cosmetics brands include:
- Johnson's (U.S.) is valued at $14.1 billion, a 20% decrease when compared to 2018;
- Chanel (France) is valued at $11.48 billion, a 95% increase when compared to 2018;
- L'Oréal (France) is valued at $10.74 billion, an 11% increase when compared to 2018;
- Gillette (U.S.) is valued at $8.14 billion, an 8% increase when compared to 2018;
- Neutrogena (U.S.) is valued at $6.98 billion, a 5% increase when compared to 2018;
- Nivea (Germany) is valued at $6.8 billion, a 6% increase when compared to 2018;
- Christian Dior (France) is valued at $6.3 billion, a 57% increase when compared to 2018;
- Clinique (U.S.) is valued at $5.38 billion, a 7% increase when compared to 2018;
- Shiseido (Japan) is valued at $5.24 billion, a 24% increase when compared to 2018; and
- Guerlain (France) is valued at $5.069 billion, a 4% decrease when compared to 2018.
For the full report, please visit www.branddirectory.com
