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1、Cosmetics 502022The annual report on the most valuable and strongest cosmetics brandsMay 2022Brand Finance Cosmetics 50 2Contents.2022 All rights reserved.Brand Finance Plc.About Brand Finance3Foreword7 David Haigh,Chairman&CEO,Brand FinanceExecutive Summary9Brand Value&Brand Strength Analysis10Bran
2、d Value Ranking14Methodology15Our Services22Brand Finance Cosmetics 50 3About Brand Finance.Brand Finance is the worlds leading brand valuation consultancy.We bridge the gap between marketing and financeBrand Finance was set up in 1996 with the aim of bridging the gap between marketing and finance.F
3、or 25 years,we have helped companies and organisations of all types to connect their brands to the bottom line.We quantify the financial value of brandsWe put 5,000 of the worlds biggest brands to the test every year.Ranking brands across all sectors and countries,we publish nearly 100 reports annua
4、lly.We offer a unique combination of expertiseOur teams have experience across a wide range of disciplines from marketing and market research,to brand strategy and visual identity,to tax and accounting.We pride ourselves on technical credibilityBrand Finance is a chartered accountancy firm regulated
5、 by the Institute of Chartered Accountants in England and Wales,and the first brand valuation consultancy to join the International Valuation Standards Council.Our experts helped craft the internationally recognised standards on Brand Valuation ISO 10668 and Brand Evaluation ISO 20671.Our methodolog
6、y has been certified by global independent auditors Austrian Standards as compliant with both,and received the official approval of the Marketing Accountability Standards Board.Get in T business enquiries,please contact:Richard HaighManaging DFor all other enquiries:+44 207 389 For media enquiries,p
7、lease contact:Michael JosemAssociate Communications DA Brand Value Report provides a complete breakdown of the assumptions,data sources,and calculations used to arrive at your brands value.Each report includes expert recommendations for growing brand value to drive performance and offers a cost-effe
8、ctive way to gaining a better understanding of your position against peers.Request your ownBrand Value ReportBenefitsContentsCompetitorBenchmarkingVisit email enquiriesbrandfi Brand Valuation SummaryBrand Strength TrackingCost of Capital AnalysisRoyalty RatesCustomer Research FindingsInsightStrategy
9、BenchmarkingEducationCommunicationUBrand Finance Cosmetics 50 5Brand Finance InstituteBrand Finance Institute is the educational division of Brand Finance,whose purpose is to create and foster a professional environment for knowledge-sharing and networking among practitioners and experts in the mark
10、et.BFI organises events,in-company training,and corporate educational initiatives around the world.In the quest for marketing excellence and with the purpose to equip the brand valuation and strategy practitioners with the necessary skills and tools,we have developed a wide range of programmes and c
11、ertifications in collaboration with the most coveted business schools,universities and thought leaders in the field.Brandirectory is the worlds largest database of current and historical brand values,providing easy access to all Brand Finance rankings,reports,whitepapers,and consumer research publis
12、hed since 2007.+Browse thousands of published brand values+Track brand value,strength,and rating across publications and over time+Use interactive charts to compare brand values across countries,sectors,and global rankings+Purchase and instantly unlock premium data,complete brand rankings,and resear
13、chVisit to find out more.Brand Finance Group.Brand DialogueBrand Dialogue is a public relations agency developing communications strategies to create dialogue that drives brand value.Brand Dialogue has over 25 years of experience in delivering campaigns driven by research,measurement,and strategic t
14、hinking for a variety of clients,with a strong background in geographic branding,including supporting nation brands and brands with a geographical indication(GI).Brand Dialogue manages communications activities across Brand Finance Groups companies and network.VI360VI360 is a brand identity manageme
15、nt consultancy working for clients of all sizes on brand compliance,brand transition,and brand identity management.VI360 provide straightforward and practical brand management that results in tangible benefits for your business.BGlobal BrandEquity MonitorOriginal market research on over 5,000 brands
16、 36 countries and 29 sectors coveredOver 100,000 respondents surveyed annuallyWe are now in our 6th consecutive year conducting the studyVisit or email enquiriesbrandfi David Haigh Chairman&CEO,Brand FinanceBrand Finance Cosmetics 50 7Foreword.What is the purpose of a strong brand:to attract custome
17、rs,to build loyalty,to motivate staff?All true,but for a commercial brand at least,the first answer must always be to make money.Huge investments are made in the design,launch,and ongoing promotion of brands.Given their potential financial value,this makes sense.Unfortunately,most organisations fail
18、 to go beyond that,missing huge opportunities to effectively make use of what are often their most important assets.Monitoring of brand performance should be the next step,but is often sporadic.Where it does take place,it frequently lacks financial rigour and is heavily reliant on qualitative measur
19、es,poorly understood by non-marketers.As a result,marketing teams struggle to communicate the value of their work and boards then underestimate the significance of their brands to the business.Sceptical finance teams,unconvinced by what they perceive as marketing mumbo jumbo,may fail to agree necess
20、ary investments.What marketing spend there is,can end up poorly directed as marketers are left to operate with insufficient financial guidance or accountability.The end result can be a slow but steady downward spiral of poor communication,wasted resources,and a negative impact on the bottom line.Bra
21、nd Finance bridges the gap between marketing and finance.Our teams have experience across a wide range of disciplines from market research and visual identity,to tax and accounting.We understand the importance of design,advertising,and marketing,but we also believe that the ultimate and overriding p
22、urpose of brands is to make money.That is why we connect brands to the bottom line.By valuing brands,we provide a mutually intelligible language for marketing and finance teams.Marketers then have the ability to communicate the significance of what they do,and boards can use the information to chart
23、 a course that maximises profits.Without knowing the precise,financial value of an asset,how can you know if you are maximising your returns?If you are intending to license a brand,how can you know you are getting a fair price?If you are intending to sell,how do you know what the right time is?How d
24、o you decide which brands to discontinue,whether to rebrand and how to arrange your brand architecture?Brand Finance has conducted thousands of brand and branded business valuations to help answer these questions.Brand Finances research revealed the compelling link between strong brands and stock ma
25、rket performance.It was found that investing in highly-branded companies would lead to a return almost double that of the average for the S&P 500 as a whole.Acknowledging and managing a companys intangible assets taps into the hidden value that lies within it.The following report is a first step to
26、understanding more about brands,how to value them and how to use that information to benefit the business.The team and I look forward to continuing the conversation with you.Brand Finance Cosmetics 50 8LOral is looking good as worlds most valuable cosmetics brand.+LOral retains title as most valuabl
27、e cosmetics brand valued at US$11.2 billion +Este Lauder brand value surges 39%this year to be fastest growing brand +Natura is worlds strongest cosmetics brand with AAA+rating +Lifebuoy from Unilever enters Top 50 rankings with hand sanitiser and soap +Asian hair care brands struggle with Sunsilk,C
28、lear and Rejoice falling in valueExecutive Summary.Brand Finance Cosmetics 50 10Brand Value&Brand Strength Analysis.LOral(brand value up 10%to US$11.2 billion)remains the worlds most valuable cosmetics brand.After a tough two years due to the COVID-19 pandemic which substantially reduced cosmetics s
29、ales across the world,the brand value of LOral has almost returned to its pre-pandemic value.LOral continues to lead the global cosmetics industry on the back of its valuable brand portfolio,led by the LOral Paris brand.The French brand has built significant value over 100 years of operation by cont
30、inuing to innovate and acquire complementary brands that build upon its significant history,value and tradition.This year has seen a transition of leadership from outgoing CEO Jean-Paul Agon,who led LOral for 15 years,to incoming CEO Nicolas Hieronimus.Industry analysts believe that the promotion of
31、 key lieutenant Hieronimus from within represents an effort to build on the existing strategy to lead the brand out of the pandemic.Este Lauder brand value surges 39%this year to be fastest growing brand Este Lauder(brand value up 39%to US$7.9 billion)jumped three places from 5th in the cosmetics ra
32、nking this year to become the 2nd most valuable cosmetics brand in the world,and the fastest growing.In doing so,it passed Gillette(brand value down 8%to US$6.9 billion),Nivea(brand value up 10%to US$6.8 billion),and Guerlain(brand value up 8%to US$6.1 billion)in brand valuation.LOral is again the w
33、orlds most valuable cosmetics brand,but with consumers forecast to increase spending as they re-emerge from the pandemic,the brand has significant growth opportunities.The key challenge for new CEO Hieronimus will be to serve as an effective brand guardian for LOral as it seeks to return to growth,e
34、specially throughout Asia.Annie BrownAssociate,Brand FinanceBrand Finance Cosmetics 50 11Brand Value&Brand Strength Analysis.Top 10 Most Valuable Cosmetics Brands 6+21%$6.1bn82 70%$5.1bn70 8-9%$4.7bn61 9112$4.6bn+24%1091$4.1bn+1%1+10%$11.2bn10 3-8%$6.9bn21 431$6.8bn+10%541$6.1bn+8%2+39%$7.9bn52Fresh
35、 from celebrating its 75th anniversary,Este Lauder is investing significant effort in innovative technological developments focused on improved sustainability,with a particular attempt to reduce the use of plastic and refined petroleum products.Natura is worlds strongest cosmetics brand with AAA+rat
36、ing In addition to calculating brand value,Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment,stakeholder equity,and business performance.Compliant with ISO 20671,Brand Finances assessment of stakeholder equity incorp
37、orates original market research data from over 100,000 respondents in more than 35 countries and across nearly 30 sectors.Natura(brand value up 17%to US$2.4 billion)is the strongest brand in the cosmetics ranking with a Brand Strength Index(BSI)score of 91.5 out of 100 and a corresponding brand rati
38、ng of AAA+.The brand strength of Natura is boosted by South American stakeholders feeling a strong affinity to the brand significant proportions of customers familiar with the brand feel a strongly positive connection with the brand.Natura benefits from both local patriotism and a belief amongst man
39、y consumers that the brand is caring sustainably for local natural heritage such as the Amazon rainforest.Lifebuoy from Unilever enters Top 50 rankings with hand sanitiser and soap Lifebuoy(brand value up 27%to US$0.7 billion)entered the Brand Finance Cosmetics 50 for the first time on the back of r
40、apid growth for the Unilever-owned hand sanitiser and hand soap brand.Lifebuoy,which was the second-fastest growing brand behind only Este Lauder,answered strong global consumer demand for hygiene products in response to the pandemic.Lifebuoy benefits from being in the Unilever portfolio of brands.T
41、his allowed Lifebuoy to obtain widespread distribution to supermarkets across the world and is a powerful reminder that availability and accessibility is a significant driver of brand value.Brand Finance Plc 2022Brand Finance Cosmetics 50 1239%27%24%21%19%19%17%13%11%11%-20%-19%-17%-12%-11%-9%-8%-7%
42、-5%-5%Brand Value&Brand Strength Analysis.Brand Value Change 2021-2022(%)While the pandemic obviously created many weaknesses and threats for cosmetics brands,the disruption also created new opportunities,with responsive brands pivoting to the production and distribution of sanitiser and assorted cl
43、eaning products.While subsequent scientific advances questioned the widespread use of hand sanitiser to combat a virus which primarily spread in the air,many consumers have changed habits to use hand sanitiser daily.Asian hair care brands struggle with Sunsilk,Clear and Rejoice falling in value Seve
44、ral hair care brands in the Asian market faced a tough year,with Sunsilk(brand value down 20%to US$1.0 billion),Clear(brand value down 19%to US$0.9 billion)and Rejoice(brand value down 17%to US$0.9 billion)each losing brand value.This trio of brands are facing changing consumer demands,with each bra
45、nd losing brand strength amongst their key consumer markets.Research conducted by Brand Finance suggests that these brands are failing to evolve with ongoing trends,while smaller startup brands in the haircare industry are leveraging social media promotion to target a younger customer base and emplo
46、y e-commerce to sell directly to consumers shopping at home.Brand Finance Plc 2022Brand Finance Cosmetics 50 13Top 10 Strongest Cosmetics Brands91.5+4.5 1AAA+1085.2+5.3 3AAA26285.2+0.5 492AAA83.6+1.4 5172AAA-83.0+8.0 6AAA-38287.0+1.8 2AAA5283.0+5.2 7AAA-35282.8-2.3 8AAA-6182.6+2.8 9272AAA-82.3-4.0 1
47、021AAA-Brand Value&Brand Strength Analysis.Brand Finance Plc 2022Brand Value by CountryCountryBrand Value (USD bn)%of totalNumber of BrandsUnited States54.341.5%18France37.128.4%10United Kingdom8.96.8%5Germany8.86.7%2Japan6.85.2%5China5.94.5%4Other9.06.9%6Total130.7100.0%50 Brand Finance Plc 2022Bra
48、nd Finance Cosmetics 50 14Brand Value Ranking.Top 50 most valuable cosmetics brands2022 Rank2021 RankBrandCountry2022 Brand ValueBrand Value Change2021 Brand Value2022 Brand Rating2021 Brand Rating110LOralFrance$11,217+9.7%$10,222AAA-AAA-252Este LauderUnited States$7,926+39.4%$5,687AAAAAA321Gillette
49、United States$6,910-8.5%$7,550AAA-AAA431NiveaGermany$6,807+9.9%$6,192AAA-AAA-541GuerlainFrance$6,130+7.7%$5,691AAA-AAA-682CliniqueUnited States$6,063+21.1%$5,005AAAAAA770DoveUnited Kingdom$5,0970.0%$5,095AAA-AAA861PanteneUnited States$4,748-8.5%$5,190AA+AAA9112LancmeFrance$4,585+23.5%$3,712AAAAAA-10
50、91GarnierFrance$4,132+0.9%$4,094AA+AAA-11101Head&ShouldersUnited States12120M.A.CUnited States13142JohnsonsUnited States14152PECHOINChina15131MaybellineUnited States16160ClarinsFrance17182Procter&GambleUnited States18202Yves RocherFrance19212NaturaBrazil20171SK-IIJapan21191OlayUnited States22232Bene