This year, Johnson’s retained the top spot on the ‘Brand Finance cosmetics 50’ beauty league table of the most valuable cosmetics brands, while J&J stablemate Neutrogena proved the ‘strongest’ brand in beauty. But 2018 was truly a year for luxury labels, with high end players exhibiting the greatest gains
If one word could describe the 2018 'Brand Finance cosmetics 50' league table of beauty brands – the eighth in Cosmetics business' series of annual tables – that word would be 'polarised'.
Brand valuation and analysis from leading brand consultancy Brand Finance suggests that beauty's large luxury players are getting big and staying big while the lower half of the table has undergone a reshuffle.
Premium names are embracing the disruptive marketing methods associated with challenger brands, hitting consumers with a powerful combination of luxury presented accessibly.
This has secured top ten positions for brands such as Chanel and Guerlain, which have also seen their year-on-year brand value surge.
Meanwhile, rising numbers of new 'it' brands are luring away the consumer base of many brands in the lower echelons of the top 50.
"There's massive polarisation in the market," confirms Annie Brown, Analyst at Brand Finance. "The big brands are getting big and staying big, and really controlling the market, whereas the mass-market brands . . .
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