Doreen Wang, BrandZ 10.03.16
All brands must stay relevant to new consumers, an issue which is particularly pertinent in the personal care sector. That’s because beauty and grooming habits, once established, can last a lifetime.
But long-established habits, while great for on-going purchases, also create challenges in attracting the next generation of consumers. No one wants to be seen buying a product that’s mumsy.
Brands that fail to remain relevant to younger consumers lose their funnel of new consumers who will boost sales and act as advocates among their friends and instead become a brand for older consumers. That simple marketing challenge, however, has been made even tougher thanks to technology. Technology is disrupting the power of scale and distribution that used to keep the established brands at the top of the tree, making life much harder for the top tier.
Measuring Value
So while, L’Oréal Paris remains the most valuable personal care brand in the 2016 BrandZ Top 100 Most Valuable Global Brands ranking, with a 1% rise in value to $23.5 billion, it and the other brands in
But long-established habits, while great for on-going purchases, also create challenges in attracting the next generation of consumers. No one wants to be seen buying a product that’s mumsy.
Brands that fail to remain relevant to younger consumers lose their funnel of new consumers who will boost sales and act as advocates among their friends and instead become a brand for older consumers. That simple marketing challenge, however, has been made even tougher thanks to technology. Technology is disrupting the power of scale and distribution that used to keep the established brands at the top of the tree, making life much harder for the top tier.
Measuring Value
So while, L’Oréal Paris remains the most valuable personal care brand in the 2016 BrandZ Top 100 Most Valuable Global Brands ranking, with a 1% rise in value to $23.5 billion, it and the other brands in
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