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    Top Companies Report

    The Top 50

    The Midas Touch

    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
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