The Top 10 Global Beauty Brands

By Jenna Goudreau

Are some of the top beauty brands in your bags?
Are some of the top beauty brands in your bags?

In the $382 billion global beauty business, supported by an estimated 85% female consumer base, the top 10 strongest beauty brands are the ones that really matter, together valued at nearly $60 billion.
Brand valuation firm Brand Finance this week released its annual ranking of the 50 biggest global beauty brands, with product portfolios including hair-care, skincare, makeup and shower products. The ranking was determined by five-year revenue forecasts, brand strength as measured by customer loyalty and willingness to pay a price premium, royalty rates, market share and current market value.

At No. 1, Procter & Gamble's Olay is considered the strongest beauty brand in the world, with a brand value of $11.8 billion. It is expected to grow its brand awareness further this summer through a worldwide partnership with the International Olympic Committee and its sponsorship of American gymnast Alicia Sacramone at the London 2012 Games.

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Olay, a legacy brand that will celebrate its 60th anniversary this year, highlights the importance of consumer loyalty over generations. Of the top 50 brands, 41 are over 60 years old and 15 are over 100.
"Consumers are loyal to brands because of the trust factor, which is especially important in beauty products," says Elise Neils, managing director of Brand Finance USA. "Legacy brands have history and significance across generations, and women are more willing to be loyal to brands that they're putting on their body."
Despite Avon's struggles in 2011, when the company's stock dropped 45% and longtime CEO Andrea Jung resigned, the 125-year-old direct seller came in at No. 2. Its brand value fell by 22% from last year, but still remained strong at $7.9 billion. Neils says Avon's growth overseas and commitment to women's empowerment, providing them a means to make a living in developing countries, helps it resonate among women globally.

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Which beauty brands do you use?
Which beauty brands do you use?

Several beauty brands strengthened their standing, moving up the list's ranks this year. France-based L'Oreal moved up one spot to No. 3, Neutrogena jumped two places to No. 4, and the U.K.'s Dove moved up to No. 7 with a 12% increase in brand value.
According to Neils, beauty brands are seeing the most growth from anti-aging product lines. In 2000, there were 45 million Americans age 60 or over. The Census Bureau projects this number will rise to 75 million in 2020. They are also seeing growing interest among men, particularly for skincare products. "There is more awareness by men and more acceptance that it's okay to use beauty products for men," she says.

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