Professional Beauty July/August 2019

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NEWS AND THE WORLD’S TOP 50 MOST VALUABLE COSMETICS BRANDS ARE… Johnson’s is still the world’s most valuable cosmetics brand - even though its brand value dropped 20 percent to US$14.1 billion in the last year - according to Brand Finance’s latest report. In the consultancy’s 2019 listing of the world’s most valuable cosmetics brands, Johnson’s is followed by Chanel, whose brand value increased by 95 percent in the last year to reach $11.4 billion and L’Oreal, whose brand value decreased by around 10 percent to total $10.7 billion. Releasing the report, Brand Finance CEO David Haigh said “growth in the cosmetics market is dependent on a brand fully grasping and meeting the demands of its discerning customer, something which, with the rise of social media and the explosion of vloggers and influencers, is constantly evolving”. “Whilst pricing, variety, packaging and brand loyalty remain central to repeat business, cosmetics brands which capitalise on their marketing and digital presence, are the ones most likely to prosper.” Other key findings in Brand Finance’s 2019 report include: • Johnson’s under the microscope “As cosmetics giant Johnson’s defends its first-place spot and title as the world’s most valuable cosmetics brand, its ongoing talcum powder and asbestos litigation cannot be ignored. While the baby powder is only a small share of the company revenues, the link to the brand image is 100 percent. The share of group revenues fell and Johnsons recognised in early 2018 that they needed to relaunch the brand to appeal to millennial mothers.” • Challenger vs luxury brands “Across the cosmetics industry, it is now the challenger brands which seem to be grabbing the most attention through their consumer-focus, inclusive mindset and digital marketing campaigns.” • Neutrogena strength “Johnson & Johnson owned Neutrogena is the “strongest cosmetics brand” and has therefore been awarded a Brand rating of AAA. With brand strength and trust becoming inescapably crucial to the success of a cosmetics brand, Neutrogena has over the years managed to retain a very loyal customer base and become known as a trusted skin care brand.” EAORON TARGETS SALON MARKET Australian skincare brand Eaoron, which is currently distributed in mass market retailers such as Chemist Warehouse, Priceline and Woolworths across the country, is now targeting the local salon and spa market. Unveiling the brand’s new logo and latest product, the Painless Nano Microcrystal Mesogun, Fernando Rodriguez, head of business development for Australian United Pharmaceuticals (the manufacturer of Eaoron), said the company is planning to increase its presence in salons and spas “over the short to medium term”. Australian United Pharmaceuticals, which supplies Eaoron to “under a 100” local salons and spas, will initially target the market with its ‘Hyaluronic Series’ and ‘Mask Series’ products. Rodriguez said that the company has different strategies for different markets so although “some of the products might be available in some other retailers (such as Priceline) in the beginning”, it plans “to develop specific products for salons and spas”. Eaoron launched Hyaluronic Acid Essence - the first product in its ‘Hyaluronic Series’ – in 2014. Marketed as “a safe, natural and affordable alternative to clinical Botox”, the product sold more than 10 million units within a year of its release and has since “underpinned Eaoron’s growth into 20 international markets”. Today, Eaoron products are sold in Chemist Warehouse, Priceline, Woolworths, Amcal, Costco, some duty free outlets and online at mychemist.com.au, nantonic.com. au, chemistdirect.com.au in Australia as well as online on Amazon. LIP POWDERS TAKE A BITE OUT OF LIPSTICK MARKET The global demand for lip powder, a relatively unknown makeup product just a few years ago, is now worth around US$350 million and set to grow at nearly six percent per annum for the next eight years, according to Future Market Insights. Originating in Korea, lip powders (typically made with silica as well as hydrating ingredients such as vitamin E) promise to provide long lasting colour without any of the dryness traditionally associated with lipsticks (particularly matte and metallic formulations). It can also be worn under or over lipstick for extra pigmentation. Major brands including L’Oréal, Maybelline, MAC Cosmetics, Clinique and Sephora have already introduced lip powders on the market in a variety of formats including pressed powder palettes and in ‘lip gloss tubes’ with cushion tipped applicators. According to Future Market Insights ‘Lip Powder Market 2019-2027’ report, lip powder is “likely to partially or entirely replace lipsticks in the near future” due to its creamy and smooth texture. “The global market for lip powder is witnessing growth based on a few unique advantages (such as long-lasting colour and vibrancy) over conventional lipstick,” the report said. Future Market Insights concludes that APEJ (Asia Pacific excluding Japan) is expected to remain the largest regional market for lip powder products but the market in North America “holds significant growth”, 16 | WWW.PROFESSIONALBEAUTY.COM.AU
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EVENTS REJUVENATION AND REFRESHMENT
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Professional Beauty July/August 2019

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