LONDON — L’Oréal Paris has been named the most valuable cosmetics brand for the third year in a row, according to data released by Brand Finance, a British brand valuation and strategy consultancy.
The firm, which released its Brand Finance Cosmetics 50 report this week, noted that the cosmetics giant had a 22 percent increase in brand value, which reached a record of $13.7 billion. According to the firm’s Brand Strength Index, which measures elements including loyalty, investment and social responsibility on a scale of 1 to 100, L’Oréal Paris is a 91.5. It is the strongest beauty brand on the list and the third-strongest following Disney and Lego.
Avon dropped from 11th place to 21st, with its brand value down 50 percent, while the Brazilian label Natura declined 67 percent, falling to 34th place. Lynx, a deodorant brand owned by Unilever, increased its brand value by 69 percent, rising to 22nd place.
“L’Oréal Paris continues to impress: Bettering itself and raising its game the whole time,” said Brand Finance’s cosmetics analyst Emilie Milton-Stevens. “It is performing well in three key respects: It is investing in trends and technology; it is innovating digitally, and it continues to inspire trust. Across the Brand Finance Cosmetics 50, brands based outside the U.S. have been negatively impacted by foreign exchange rate changes, but L’Oréal revenue and brand performance was so strong that it not only counteracted that impact but actually grew 22 percent.”