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Avon Named a Top Global Beauty Brand for 2012
Apr 22, 2012
Once again, Brand Finance has ranked Avon as one of the world’s most valuable brands. Brand Finance, a leading independent brand valuation firm, listed Avon in the #2 spot in its “Top 50 Cosmetic Brands.”
The study showed that legacy brands pretty much swept the list. All but nine of the top 50 were at least 60 years old, and 15 surpassed the century mark, including the 126-year-old Avon.
Behind the Rankings
The list was determined by evaluating five-year revenue forecasts, brand strength, the ability to command a price premium and royalty rates, as well as other factors. Rounding out the top five were Proctor & Gamble's Olay (#1), Gilette (#3), L'Oreal (#4) and Nivea (#5). Customer loyalty and Avon’s strong commitment to women’s empowerment helped the company retain its #2 spot.
An Icon by the Numbers
Avon has 90% brand recognition in most major markets. More beauty products carry the Avon name than any other brand in the world. And, globally, Avon Representatives sell four lipsticks every second.