Olay, Avon and L’Oreal top this year’s most valuable beauty brands list, proving that when it comes to beauty, it’s old favourites we trust.
Olay has been ranked the top beauty brand in the world for the second year running, in a study by Brand Finance. The inventor of the seven signs of aging – and the supposed cure – is worth a whopping £7.5 billion (US$11.8 billion), with its second closest competitor trailing behind by more than £2.5 billion (US$4 billion).
Olay reaches the grand old age of 60 this year, but puts its success down to modern innovation using the newest technology and ingredients. Its continuing popularity has also been credited to the loyalty of women who stick with products they trust rather than trying something new.
Its nearest competitor is another US brand, Avon. Famed for encouraging women (its Avon Ladies) to earn money by selling its products, it’s worth a cool £4.5 billion (US$7.9 billion). France’s L’Oreal went up a ranking this year too, proving that celebs telling us ‘we’re worth it’ is a convincing strategy.
The only British beauty brand to make it into the top 10 is Dove. Its ‘real beauty’ campaign has made it popular in the UK and sent its reputation global, making it the most trusted beauty brand in India.
Japanese brands Biore and Sheishedo have moved up to numbers 9 and 10 in the chart, suggesting the future of beauty may lie in the modern innovations by newer Japanese brands. But judging by this study, it’ll have its work cut out to break the ties we feel to the skincare our mums have passed down to us.
Source : Yahoo