Baby care giant Johnson’s has taken the number one spot on the ‘Brand Finance cosmetics 50’ beauty league table. Meanwhile, Gillette’s brand value surged in recent months to push L’Oréal Paris into third position. SPC and Brand Finance provide their analysis of 2017’s beauty top 50
A willingness to adopt new technology, coupled with a pacey approach to new product development is keeping top beauty brands competitive, with US mass-market brands forging ahead of their more premium European counterparts, according to the latest data from leading brand valuation consultancy Brand Finance.
This year’s ‘Brand Finance cosmetics 50’ – the seventh in SPC’s series – is based on brand value as calculated by Brand Finance. Established using the royalty relief method, the ‘brand value’ refers to the value a company would pay to licence its brand as if it did not own it. It estimates the future revenue attributable to a brand to find its royalty rate in a process explained in more detail in SPC May.
Brand Finance also gives each brand a ‘rating’, with AAA+ reserved for the very strongest of brands. This rating is derived from the Brand Strength Index (BSI), which benchmarks the strength, risk and future potential of a brand.
Beauty’s big names might not boast as high a brand value as leaders in other industries. But when it comes to BSI, they are up there with the best of them.
In addition to industry-specific league tables, Brand Finance compiles a ‘global 500’ table of brands across all sectors.
Talking to SPC, Fei Zhang, Analyst at Brand Finance, says: “Compared with brands from . . .
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