Every year, leading valuation and strategy consultancy Brand Finance values the brands of thousands of the world’s biggest companies. The 50 most valuable cosmetic brands are featured in the Brand Finance Cosmetics 50. Johnson’s tops Cosmetics and Personal Care Brand Ranking, followed by Gillette and L'Oréal Paris.
This year, Johnson’s tops the list with a brand value of US$16.8 billion. Johnson’s high brand value stems from both its revenues and its high brand strength, which indicates the relative contribution of a brand compared to other business assets. Johnson’s has a brand strength score of 89, second only to Garnier. Part of the reason for this its associations with maternity. An exceptionally high level of brand trust is required to succeed when marketing products for infants. Johnson’s has earnt this over decades with effective, safe and reliable products and advertising that positions the brand in this way.
Second-placed Gillette was one of the fastest growing brands in the sector this year. Its brand grew by 68% in value last year to reach $12 billion. The Procter & Gamble-owned brand continued to deliver razor-sharp marketing campaigns, including its 'Perfect isn’t pretty' campaign in the lead up to the Olympics. Beyond strengthening brand awareness and consideration through association with such a high profile event, the campaign is designed to align the dedication and precision of Olympic athletes with that of Gillette’s product developers.
L'Oréal Paris has lost ground this year, falling behind Gillette to 3rd. Brand value is down 11% …
