品牌价值-最具价值和实力的化妆品品牌年度报告（英文）-2021.5-22页_13mb

Cosmetics 50 2021 Summary

Core Content

The Cosmetics 50 2021 report, published by Brand Finance, provides an analysis of the world's top 50 most valuable cosmetics brands. It highlights the financial performance and brand strength of these brands in the context of the ongoing COVID-19 pandemic, which has significantly impacted the cosmetics sector.

Key Findings

• Total brand value of the top 50 cosmetics brands declined by 9% in 2021, from US$137.5 billion in 2020 to US$124.8 billion in 2021.
• L’Oréal retained the title of the world’s most valuable cosmetics brand with a brand value of US$10.2 billion, despite a 13% loss.
• Yves Rocher emerged as the fastest-growing brand, with a 71% increase in brand value and a jump of 8 positions from 28th to 20th.
• Fresh and The Body Shop made their debut in the ranking, claiming 36th and 49th positions, respectively, with growth rates of 53% and 22%.
• Natura was ranked as the strongest brand in the sector with an AAA brand strength rating and a Brand Strength Index (BSI) of 86.7.

Sector Overview

• The cosmetics sector is diverse and resilient, but the pandemic has led to mixed outcomes.
• Color cosmetics were the most negatively impacted, with an average brand value decline of 15%.
• Multi-level marketing (MLM) brands, such as Avon and Orifame, saw an average 12% decline in brand value.
• Hair care, razors, and fragrance sectors also experienced significant drops, averaging 10% in brand value loss.
• Despite the challenges, the cosmetics sector maintains the highest global reputation, only matched by the food sector.

Regional Brand Value Distribution

• United States holds the largest share of brand value at 42% (US$52.4 billion).
• France is the second-largest contributor with 28.7% (US$35.7 billion).
• United Kingdom, Germany, and Japan account for 7.4%, 6.5%, and 6.0%, respectively.
• China holds 4.0% (US$5.0 billion), and other regions make up 5.4% (US$6.7 billion).

Consumer Insights

• According to Brand Finance's Global Brand Equity Monitor, online visibility and e-commerce availability is the most important factor driving consumer choice, with a score of 4.24 out of 5.
• Peer recommendation on social media ranks 4th with a score of 4.02, but the impact of social media advertising regulations has increased consumer trust.
• Sustainability and ethical branding has become a major driver of consumer preference, rising to 1st place in the year ahead rankings.
• Price point moved up 5 positions to 3rd place in the year ahead rankings, indicating a growing focus on affordability.
• Recommendation from friends/family dropped the furthest, from 5th to 11th place, due to reduced in-person interactions.

Brand Finance Overview

• Brand Finance is the world's leading brand valuation consultancy, established in 1996 to bridge the gap between marketing and finance.
• It ranks 5,000 brands annually and has developed ISO standards for brand valuation and evaluation.
• The company provides consulting, evaluation, and communication services, and is known for its technical credibility and professional training programs.

Future Outlook

• Industry professionals remain optimistic about the future of the cosmetics sector, though some anticipate economic challenges and supply chain issues from the pandemic.
• Brands that have adapted to digital transformation and emphasized sustainability are expected to recover faster.
• Brand strength and reputation will be crucial in driving future growth and recovery.

Conclusion

The Cosmetics 50 2021 report underscores the resilience and adaptability of the cosmetics sector in the face of the pandemic. While many brands have seen declines in value, the sector as a whole is well-positioned to recover, especially those that have embraced digital strategies and sustainable practices. Brand Finance continues to be a key player in the industry, providing valuable insights and standards that help brands grow and thrive.