Page 36 - BrandZ Top 100 Most Valuable Global Brands 2014

Section 03 | The Categories
Consumer and Retail | Personal Care

Events and brand L’Oréal withdrew its Garnier brand from Action Points for Brand Building
Spotlight
Insight
China, probably because of pressure on
building
proits as improved local brands offered
products at lower prices. The move 1. Know the brand
3. Innovate
Men’s grooming
In a fragmented media landscape, brands enables L’Oréal to focus investment on grows, inluenced Understand what the brand stands for. Harness technology to improve product
Male grooming trend like Cover Girl, Garnier and Gillette the L’Oréal brand itself and other brands Express that meaning in everything from eficacy and serve evolving consumer
reached audiences using traditional it markets in China, such as Lancôme. by attitudes about
relects changing media selectively, at the Grammys or the Lancôme reinforces its presence in China products on the shelf, to in-store shopper needs and visions of beauty.
gender assumptions
Oscars, events about fashion and beauty, with innovative digital marketing that masculinity
marketing, social media and advertising.
4. Communicate
when people were paying attention and includes a website, social networks and
2. Focus
Male grooming has come a long possibly using a second screen to text a makeup blog.
Once a category focused almost Social media is a good place to cultivate
and tweet.
exclusively on women, personal Don’t try to be everything to everyone. and sustain consumer trust, to educate
way in the past few years, fueled The economic slowdown in Brazil care now includes an expanding It’s a temptation some personal care and have a conversation about products
by Millennial attitudes and the In Seoul, South Korea, Clinique opened affected the brand value of Natura,
range of men’s products. brands can’t seem to resist, but it dilutes and ingredients.
changing gender roles in the
household. There is a more united the Clinique Chubby Lounge, an a Brazilian brand leader in natural care Changing attitudes about brand clarity.
approach to the household with interactive pop-up shop, with an products. Natura remains the only masculinity drive the trend. The
appearance by well-known Korean brand in the BrandZM personal care percentage of men purchasing
responsibilities divided less
actress Park Bo Young drawing attention ranking based outside of Europe or personal care products varies by
along gender lines and more for the brand’s Chubby Stick Moisturizing North America.
market and local male grooming
along shared interests and time Lip Color Balm.
traditions. In South Korea, make-
management. The man isn’t
always the breadwinner in the up for men is a thriving business.
family. At the same time, there’s Dove worked to make a product
ingredient the brand message. It Insight
Men’s personal care purchasing
been resurgence of the idea that promoted Nutrium Moisture, a key
it’s OK for a guy to be manly
ingredient of its moisturizer, and Brazil
or for a woman to be feminine.
So the household broadening expanded the ingredient to its deodorant
of gender roles has been products. By focusing on one patented Effective Innovation 35
ingredient the brand simpliied its claims Insights: BrandZM BigData
accompanied by permission to across much of its range.
is strategic, aligned
be distinctively male or female.
with brand purpose
US
Jim Joseph
Social responsibility remained important. Creating and delivering Top 10 personal care brands
Gillette sponsored Movember, an event a great experience
Chief Branding Oficer Cohn & Wolfe that takes place during November when Brands innovate to deliver on Aware of Promise 34% (+9%)
14
jim.joseph@cohnwolfe.com
men refrain from shaving during the unmet consumer needs. The
entire month to call attention to a fund challenge is that they begin
The top personal care brands succeed
raising effort supporting men’s health. to innovate for the sake of by setting up and communicating
Would Recommend 56% (+10%)
South Korea
L’Oréal gained attention for its efforts to innovating and to gain more shelf a positive promise, delivering a
reduce packaging waste.
space. However, their approach to great experience that meets or
innovation is not always strategic exceeds that promise, creating
Leading the Way 50% (+12%)
14
Fast growing markets
in nature and fails to align with strong recommendation and leaving
their brand and what it offers. an impression of the brand being

The West continued to be inluenced by Sometimes the stretch is too
innovative (leading the way).
Source: BrandZM database Europe
the importance of beauty and personal far, to where the brand does not Top 10 (compared to Average)
really have permission to stretch.
care in Asian markets, such as South As a result, the brand portfolio 8
Korea and China, where natural becomes fragmented and this
ingredients are important and an
alphabet soup of skin care products in turn dilutes the equity of the
covers most needs.
brand.

Nicole Prefer
Estée Lauder expanded its skin care
business in China as a prestige brand, Associate Director, Strategy Brand Union
entering lower tier cities and driving Nicole.Prefer@brandunion.com
ecommerce and mobile activities.
Estée Lauder launched Osiao,

a skincare formulation designed
for Asian customers.

Source: TGI 2013 / Base: All adults 18+
Percent of male respondents who agree:
I spend a lot of money on toiletries and cosmetics for personal use

Europe includes the UK, Spain, Germany
and France

70 BrandZM Top 100 Most Valuable Global Brands 2014
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