Page 35 - BrandZ Top 100 Most Valuable Global Brands 2014

Section 03 | The Categories
Consumer and Retail | Personal Care

Personal Care

More choice in a crowded

category meets needs

and adds excitement

Shelves ill with men’s grooming products

The personal care category improved
Diversity The celebration of individual

12 percent in brand value on the strength differences in body size, skin color and
of product innovation, brand marketing, hair texture continued to inform the
particularly in social media, and continued category and ideas about beauty.
activity in fast growing markets.
Asian inluence Brands expanded

Brands added more SKUs (stock keeping their product range to serve Asian
units) and mass retailers increased the needs in Western markets and
space devoted to personal care. Changes because the Asian preferences drive
in attitudes about masculinity drove broader trends that cut across
men’s care, one of the fastest growing demographic groups.
segments of the personal care category.

Travel One of the fastest growing
The category beneited from the markets, what L’Oréal has called “a Top 15 Personal Care
popularity of products that combine the sixth continent,” is travel retail at
properties of cosmetics and airports and other transportation
pharmaceuticals to improve personal hubs. L’Oréal recently established its Brand
Brand Value

appearance without resorting to Botox Group Travel Retail Division.
Value Brand
% Change
or surgery.
2014 $M Contribution 2014 vs 2013
Growth of men’s
Millennials inluenced the category as 1
L'Oréal
23,356
4
30%
well with a willingness to experiment that grooming
Innovation and multiple
2 Gillette 19,025 4 7%
made products, such as hair removers, beneits
3
Colgate
17,668
4
2%
more available and acceptable. In The additional shelf space devoted to
addition, Millennials tend to use personal men, illed with products distinctively 4 Nivea 7,395 3 17%
care products at a younger age.
packaged in black or another shade A lot of innovation focused on hybrid
considered masculine, indicates how products with multiple beneits and 5
Lancôme
6,811
4
37%
Responding to consumer interest in interest in male grooming has gone from time saving advantages. Examples
6 Garnier 6,318 3 16%
personalization, brands segmented skin metrosexual to mainstream.
include Nivea’s in-shower moisturizer,
and hair products for particular which combined product eficacy 7
Clinique
5,429
4
36%
demographic proiles and ages. Globally, The range relects a change in attitudes with convenience.
brands created products to match about masculinity and the inluence of 8 Dove 4,815 3 -2%
cultural sensibilities.
Eastern cultures. In South Korea, for Devices and products to remove facial 9
Olay
4,176
4
16%

example, men’s grooming can include and body hair added excitement to the 10 Estée Lauder 3,973 4 12%
With so much choice, developed market applying makeup.
personal care category. Olay introduced
12%
consumers were more promiscuous a line that didn’t rely on waxes and other 11
Crest
3,883
4
6%
about brands, while consumers in fast Neutrogena and Nivea were among the usual solutions.
growing markets relied on brands to many brands successfully offering 12 Oral-B 2,683 3 14%

signal product safety and eficacy. products for men. Sometimes products Other product innovations included small 13
Natura
2,236
4
-40%
These other trends continued:
developed for men, in shaving, for hand-held appliances for cleansing,
example, migrated to nearby shelves with a sub-category L’Oréal terms 14 Pond's 1,972 2
11%
products shaped and packaged to appeal instrumental cosmetics. The brand
to women.
marketed a device called Clarisonic.
15
Neutrogena
1,788
3
New

Olay and Neutrogena and other brands Source: Valuations include data from BrandZM and Bloomberg.
Brand contribution measures the inluence of brand alone on earnings, on a scale of 1 to 5, 5 highest.
Men’s interest in personal grooming have their versions. The devices, available
included an inclination to grow facial hair. more at luxury than mass, are priced
The fashion, a reaction in part to the price from $150 to around $400.
of replenishing razor blades for shaving, Deinition
impacted category leader Gillette, which The popularity of the cleansing devices

responded to the increase in beards and relects two other trends: the interest in The personal care category
mustaches with a range of trimmers.
anti-aging products and in money-saving, includes brands in health and
at-home solutions for treatments wellness, beauty, and facial, skin,
normally available at salons or spas.
hair and oral care.

68 BrandZM Top 100 Most Valuable Global Brands 2014
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