07.01.15
What’s the first rule of fiction writing? Write what you know. The same concept applies to business; successful companies stick to their knitting, even as they find new ways to reach new customers. Many of the companies in Happi’s Top 50 have found their niches, meeting consumer needs and delivering products that build brand loyalties. After all, consumers have hundreds of choices to make on a daily basis and even the simple act of buying laundry detergent can be overwhelming. However, marketing strategies such as engaging consumers in online conversations, for example, represent an opportunity for companies to uncover new opportunities for growth.
For example, Estée Lauder expanded its multi-pronged digital presence encompassing e-commerce, m-commerce and prestige salon channels. Last year, the company rolled out the final portion of its global Strategic Modernization Initiative that updated all systems to create more common and efficient ways of working together.
High Ridge added interest to a 60-year-old classic, Alberto VO5, with a social media campaign. It asked consumers to vote for a new fragrance for Alberto VO5’s via the hair care line’s Facebook page.
Atlantic Coast Brands’ growth strategy is based on leveraging 360° marketing, including DRTV, radio, digital and print to drive its direct and retail shopping businesses to build iconic beauty brands. This year, the firm introduced Christie Brinkley Authentic Skincare with a successful launch at Kohl’s and on HSN.
And Mary Kay now boasts 3.5 million representatives around the world, at a time when many direct sales companies are struggling to maintain their sales base. How? By developing product lines such as Mary Kay at Play that appeal to Gen Y consumers, and by offering novel anti-aging formulas to Baby Boomers via the Time Wise collection.
In terms of comings and goings, new to the Top 50 are Too Faced and Farouk Systems. And Merck dropped out after selling its consumer business to Bayer.
Also, this is the last year that the Energizer name will appear in Happi’s Top 50. This month, Energizer’s personal care business becomes Edgewell Personal Care, as the company’s battery and personal care units part ways. The move was made to allow each business to pursue its own strategic focus and unlock the full value of each business for shareholders, according to company executives.
Meanwhile, Zep had enough zing to get the attention of private equity. In May, the company agreed to be acquired by New Mountain Capital, L.L.C.
We hope that you enjoy reading the Happi Top 50, now in its 38th year! Procter & Gamble still leads the pack with sales of $68.9 billion, followed by Colgate-Palmolive at $15 billion and Estée Lauder at $10.9 billion.
Next month in Happi, we explore the Top 30 international companies in the industry.
The Top 50
1 Procter & Gamble
Cincinnati, OH $68.9 billion
2 Colgate-Palmolive
New York, NY $15.0 billion
3 Estée Lauder
New York, NY $10.9 billion
4 SC Johnson
Racine, WI $9.6 billion
5 Johnson & Johnson
New Brunswick, NJ $7.6 billion
6 Avon
New York, NY $6.5 billion
7 Ecolab
St. Paul, MN $6.2 billion
8 Coty
New York, NY $4.5 billion
9 Mary Kay
Addison, TX $4.0 billion
10 Amway
Ada, MI $3.5 billion
11 L Brands
Columbus, OH $3.3 billion
12 Clorox
Oakland, CA $2.6 billion
13 Church & Dwight
Ewing, NJ $2.4 billion
14 Sealed Air Diversey Care
Elmwood Park, NJ $2.1 billion
15 Revlon
New York, NY $1.9 billion
16 Sun Products
Wilton, CT $1.6 billion
17 Nu Skin
Provo, UT $1.5 billion
18 Guthy-Renker
Palm Desert, CA $1.4 billion
19 Elizabeth Arden
Miramar, FL $1.1 billion
20 Jarden
Rye, NY $850 million
21 Zep
Atlanta, GA $696 million
22 Jafra
Westlake Village, GA $521 million
23 Tupperware
Orlando, FL $520 million
24 Inter Parfums
New York, NY $499 million
25 Arbonne
Irvine, CA $486 million
26 Scentsy
Meridian, ID $480 million
27 Markwins
City of Industry, CA $450 million
28 Energizer
St. Louis, MO $425 million
28 John Paul Mitchell Systems
Beverly Hills, CA $425 million
30 Nerium
Addison, TX $403 million
31 WD-40
San Diego, CA $383 million
32 Blyth
Greenwich, CT $347 million
33 High Ridge Brands
Stamford, CT $325 million
34 Combe
White Plains, NY $255 million
35 Perfumania
Bellport, NY $239 million
36 Helen of Troy
El Paso, TX $216 million
37 Seventh Generation
Burlington, VT $215 million
38 Prestige Brands
Tarrytown, NY $210 million
39 Dermalogica
Carson, CA $200 million
40 Atlantic Coast Brands
Jersey City, NJ $198 million
41 Spartan Chemical
Maumee, OH $182 million
42 Herbalife
Los Angeles $180 million
42 PDC
Stamford, CT $180 million
44 Turtle Wax
Chicago, IL $165 million
45 Gojo
Akron, OH $150 million
45 Too Faced Cosmetics
Irvine, CA $150 million
47 Farouk Systems
Houston, TX $135 million
48 Murad
El Segundo, CA $130 million
49 Hain Celestial
Lake Success, NY $120 million
49 State Industrial
Mayfield Heights, OH $120 million
For example, Estée Lauder expanded its multi-pronged digital presence encompassing e-commerce, m-commerce and prestige salon channels. Last year, the company rolled out the final portion of its global Strategic Modernization Initiative that updated all systems to create more common and efficient ways of working together.
High Ridge added interest to a 60-year-old classic, Alberto VO5, with a social media campaign. It asked consumers to vote for a new fragrance for Alberto VO5’s via the hair care line’s Facebook page.
Atlantic Coast Brands’ growth strategy is based on leveraging 360° marketing, including DRTV, radio, digital and print to drive its direct and retail shopping businesses to build iconic beauty brands. This year, the firm introduced Christie Brinkley Authentic Skincare with a successful launch at Kohl’s and on HSN.
And Mary Kay now boasts 3.5 million representatives around the world, at a time when many direct sales companies are struggling to maintain their sales base. How? By developing product lines such as Mary Kay at Play that appeal to Gen Y consumers, and by offering novel anti-aging formulas to Baby Boomers via the Time Wise collection.
In terms of comings and goings, new to the Top 50 are Too Faced and Farouk Systems. And Merck dropped out after selling its consumer business to Bayer.
Also, this is the last year that the Energizer name will appear in Happi’s Top 50. This month, Energizer’s personal care business becomes Edgewell Personal Care, as the company’s battery and personal care units part ways. The move was made to allow each business to pursue its own strategic focus and unlock the full value of each business for shareholders, according to company executives.
Meanwhile, Zep had enough zing to get the attention of private equity. In May, the company agreed to be acquired by New Mountain Capital, L.L.C.
We hope that you enjoy reading the Happi Top 50, now in its 38th year! Procter & Gamble still leads the pack with sales of $68.9 billion, followed by Colgate-Palmolive at $15 billion and Estée Lauder at $10.9 billion.
Next month in Happi, we explore the Top 30 international companies in the industry.
The Top 50
1 Procter & Gamble
Cincinnati, OH $68.9 billion
2 Colgate-Palmolive
New York, NY $15.0 billion
3 Estée Lauder
New York, NY $10.9 billion
4 SC Johnson
Racine, WI $9.6 billion
5 Johnson & Johnson
New Brunswick, NJ $7.6 billion
6 Avon
New York, NY $6.5 billion
7 Ecolab
St. Paul, MN $6.2 billion
8 Coty
New York, NY $4.5 billion
9 Mary Kay
Addison, TX $4.0 billion
10 Amway
Ada, MI $3.5 billion
11 L Brands
Columbus, OH $3.3 billion
12 Clorox
Oakland, CA $2.6 billion
13 Church & Dwight
Ewing, NJ $2.4 billion
14 Sealed Air Diversey Care
Elmwood Park, NJ $2.1 billion
15 Revlon
New York, NY $1.9 billion
16 Sun Products
Wilton, CT $1.6 billion
17 Nu Skin
Provo, UT $1.5 billion
18 Guthy-Renker
Palm Desert, CA $1.4 billion
19 Elizabeth Arden
Miramar, FL $1.1 billion
20 Jarden
Rye, NY $850 million
21 Zep
Atlanta, GA $696 million
22 Jafra
Westlake Village, GA $521 million
23 Tupperware
Orlando, FL $520 million
24 Inter Parfums
New York, NY $499 million
25 Arbonne
Irvine, CA $486 million
26 Scentsy
Meridian, ID $480 million
27 Markwins
City of Industry, CA $450 million
28 Energizer
St. Louis, MO $425 million
28 John Paul Mitchell Systems
Beverly Hills, CA $425 million
30 Nerium
Addison, TX $403 million
31 WD-40
San Diego, CA $383 million
32 Blyth
Greenwich, CT $347 million
33 High Ridge Brands
Stamford, CT $325 million
34 Combe
White Plains, NY $255 million
35 Perfumania
Bellport, NY $239 million
36 Helen of Troy
El Paso, TX $216 million
37 Seventh Generation
Burlington, VT $215 million
38 Prestige Brands
Tarrytown, NY $210 million
39 Dermalogica
Carson, CA $200 million
40 Atlantic Coast Brands
Jersey City, NJ $198 million
41 Spartan Chemical
Maumee, OH $182 million
42 Herbalife
Los Angeles $180 million
42 PDC
Stamford, CT $180 million
44 Turtle Wax
Chicago, IL $165 million
45 Gojo
Akron, OH $150 million
45 Too Faced Cosmetics
Irvine, CA $150 million
47 Farouk Systems
Houston, TX $135 million
48 Murad
El Segundo, CA $130 million
49 Hain Celestial
Lake Success, NY $120 million
49 State Industrial
Mayfield Heights, OH $120 million
