BrandFinance-2018最具价值美妆品牌Top50（英文）-2018.05-11页-2mb

Summary of the Cosmetics 50 Annual Report (May 2018)

Core Content

The Cosmetics 50 report, published by Brand Finance in May 2018, provides an in-depth analysis of the most valuable cosmetics brands globally. It highlights the importance of brand strength and brand value in driving business performance and financial returns. The report serves as a guide for marketing and finance teams to understand and leverage the financial impact of their brands.

Main Points

• Brand value is a critical asset that should be connected to the bottom line.
• Brand strength is measured through three key factors: Marketing Investment, Stakeholder Equity, and Business Performance.
• Brand Finance uses a Royalty Relief approach compliant with ISO 10668 to calculate brand values, which estimates the net economic benefit of a brand by applying a royalty rate to forecasted revenues.

Key Information

Brand Value Rankings (Top 10)

Brand Strength Index (BSI)

The Brand Strength Index (BSI) is a score from 0 to 100 that reflects the effectiveness of a brand relative to its competitors. A higher BSI score correlates with a stronger brand and greater potential for future success. Brands with AAA+ ratings are considered the strongest.

• Neutrogena (BSI 90.9) and Johnson’s (BSI 90.4) are the strongest brands in the cosmetics sector, both with AAA+ ratings.
• Natura (BSI 90.1) also scores highly, while L’Oréal Paris (BSI 89.2) and Elvive (BSI 88.3) follow closely.
• Pantene (BSI 87.7), Dove (BSI 87.6), and Head & Shoulders (BSI 87.3) are among the top 10 in terms of BSI.

Brand Value by Country

• United States: 72.1 billion USD (48% of total)
• France: 41.8 billion USD (28% of total)
• United Kingdom: 12.9 billion USD (9% of total)
• Germany: 9.5 billion USD (6% of total)
• Japan: 6.4 billion USD (4% of total)
• South Korea: 4.9 billion USD (3% of total)
• Others: 3.0 billion USD (2% of total)

Brand Performance Highlights

• Chanel and Guerlain saw significant growth in brand value, with Chanel increasing by 36% and Guerlain by 67%, reflecting strong brand equity and market performance.
• Neutrogena overtook Nivea in the rankings, indicating its growing influence and value.
• L’Oréal Paris and Gillette maintained their positions, showing resilience in a competitive market.
• Palmolive and Avon experienced declines, highlighting the challenges faced by non-premium brands.

Key Trends

• The global cosmetics industry is becoming more polarised, with consumers increasingly choosing either mass-market or luxury/artisanal brands.
• Digital retail channels are playing a key role in the success of brands like Johnson’s, which leverages its global scale to meet diverse customer needs.
• Marketing Investment and Stakeholder Equity are crucial in driving Business Performance, and brands that excel in these areas are more likely to see financial returns.

Brand Finance's Role

• Brand Finance bridges the gap between marketing and finance by providing brand valuations and strategic insights.
• Their methodology includes brand strength analysis, royalty rate determination, and forecasting to deliver financially rigorous brand valuations.
• The report underscores the importance of brand value in stock market performance, with highly-branded companies achieving returns almost double that of the S&P 500 average.

Consulting Services

Brand Finance offers a range of consulting services including:

• Valuation: Assessing the value of intangible assets and branded businesses.
• Analytics: Improving marketing effectiveness by analyzing consumer behavior and brand performance.
• Strategy: Enhancing brand value through brand governance, portfolio management, and scenario modeling.

Contact Details

• Managing Director: Richard Haigh (rd.haigh@brandfinance.com)
• Communications Director: Konrad Jagodzinski (k.jagodzinski@brandfinance.com)
• Enquiries: enquiries@brandfinance.com (+44 (0)207 389 9400)

For further information, visit the Brand Finance website: www.brandfinance.com
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Conclusion

The Cosmetics 50 report emphasizes the financial significance of brand strength and value, providing a framework for strategic decision-making and performance tracking. It is a vital resource for understanding how brands contribute to business success and market value, especially in a rapidly evolving industry landscape.