Centenarian L’Oreal Paris comes out to be the most valuable beauty brand in the world for the third year in a row according to the annual Brand Finance’s list. With a record-breaking total brand value of $13,7 billion, the brand appears to be stronger than ever, catering to the beauty needs and demands of women with different tastes, complexions and makeup preferences. Every year, thanks to the Royal Relief methodology, which implies estimating the license value of a brand, Brand Finance analyses thousands of the world’s most renowned brands, trying to determine which one is the most valuable and which ones are experiencing decreasing sales.
Commenting on L’Oreal Paris’ performances, Brand Finance’s Cosmetics Analyst Emilie Milton-Stevens stated, “L’Oréal Paris continues to impress: bettering itself and raising its game the whole time. It is performing well in three key respects: it is investing in trends and technology; it is innovating digitally; and it continues to inspire trust. Across the Brand Finance Cosmetics 50, brands based outside the US have been negatively impacted by foreign exchange rate changes, but L’Oréal revenue and brand performance was so strong that it not only counteracted that impact but actually grew 22%.”
It is also worth mentioning that L’Oreal Paris owns several different brands in the list’s top 20 which, due to their innovating ingredients and top-notch marketing campaigns, are literally conquering the world. While Garnier, whose products are becoming more eco-friendly and paraben-free, is ranked at number 7, Maybelline is at number 13 and Lancôme at number 14. These are some astonishing results indeed, and should be taken into consideration by both those who are working in the beauty field, as well as those who are ‘just’ loyal customers.
And just to get a little more into the details, the 22% increase on the 2015 brand value of L’Oréal Paris “brings the total to US $13.7 bn”, which in of itself is a record for the industry. Taking into account customer loyalty, brand familiarity, investment, social responsibility and other factors, L’Oreal Paris has scored 91.5 out of the 100 BSI (Brand Strength Index) score for this year.
Other interesting results include Avon’s brand value, which is down over 50% this year, Natura’s 67% decrease in sales (the Brazilian label fell more than any other beauty brand, statistically speaking) and Lynx’s increasing brand values. For those who are interested, here is the official top 20 of the most valuable beauty brands of 2016:
1. L’Oréal Paris: $13.69 billion
2. Gillette: $7.18 billion
3. Nivea: $6.17 billion
4. Clinique: $5.96 billion
5. Chanel: $5.80 billion
6. Neutrogena: $5.70 billion
7. Garnier: $4.81 billion
8. Pantene: $4.80 billion
9. Estée Lauder: $4.17 billion
10. Dove: $4.10 billion
11. Clarins: $3.50 billion
12. Shiseido: $3.27 billion
13. Maybelline: $3.17 billion
14. Lancôme: $2.68 billion
15. Head & Shoulders: $2.68 billion
16. Christian Dior: $2.51 billion
17. Schwarzkopf: $2.34 billion
18. Olay: $2.19 billion
19. Aveeno: $2.13 billion
20. MAC: $1.80 billion.
Photo courtesy of @lorealmakeup