Senin, 23 April 2012

Granny knows best: 60-year-old Olay named world's top beauty company as consumers stay loyal to 'legacy brands'

Granny knows best: 60-year-old Olay named world's top beauty company as consumers stay loyal to 'legacy brands'

By Hannah Rand

PUBLISHED: 09:50 EST, 23 April 2012 | UPDATED: 15:50 EST, 23 April 2012

Olay has been named the best-loved beauty brand in the world.

The sixty-year-old company beat the likes of Avon, Nivea and L'Oreal, and hundreds of newer, trendier products, to the top spot.

The report highlights the astonishing staying power of 'legacy brands'.

Staying power: Olay, which launched in 1950 with Oil of Olay, has been name the top beauty brands of 2012 by brand valuation firm, Brand Finance Staying power: Olay, which launched in 1950 with Oil of Olay in the iconic pink bottle ([left], has been name the top beauty brands of 2012 by brand valuation firm, Brand Finance

Staying power: Olay, which launched in 1950 with the iconic pink bottle of Oil of Olay [left] has been named the top beauty brand of 2012

Of the top 50 brands named, 41 are over 60 years old and 15 have been around for a hundred years or more.

In a competitive market, worth some $382 billion annually, and where a new, trendy product is launched every week, it's surprising that a brand first launched in 1950 remains at the top.

Olay launched the iconic pink bottle of a lighter skincare fluid after South African chemist Graham Wulff saw his wife's frustration over the greasy products that were available.

Experts believe the success of the company is down to familiarity in an ever-growing and more flooded market.

TOP 10 BEAUTY BRANDS 2012

  1. Olay (launched 1950)

  2. Avon (1886)

  3. L'Oreal (1909)

  4. Neutrogena (1930)

  5. Nivea (1882)

  6. Lancome (1935)

  7. Dove (1957)

  8. Estee Lauder (1946)

  9. Biore (1981)

  10. Shiseido (1872)

'Consumers are loyal to brands because of the trust factor, which is especially important in beauty products,' Elise Neils, managing director of Brand Finance USA, told Forbes.

'Legacy brands have history and significance across generations, and women are more willing to be loyal to brands that they're putting on their body.'

Several other established beauty brands improved their rankings â€" L'Oreal moved to third place, with Neutrogena at number four and the UK's Dove at number seven. 

Avon took the second spot, despite its struggles in 2011, when the company's stock fell by 45% and long-term CEO Andrea Jung resigned, reports the website. 

Ms Neils says that Olay's success is also down to the focus on anti-aging products, a huge growth area for beauty .

This maybe a result of the world's aging population.

In 2000, there were 45million Americans aged 60 or over, with the Census Bureau projecting this number will soar to 75million in 2020.

Here's what other readers have said. Why not add your thoughts, or debate this issue live on our message boards.

The comments below have not been moderated.

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No matter what you use on your skin, remember diligence and perseverance are the keys. My younger sister buys expensive creams but would usually give up after a week because they don't seem to be working. I would then use her leftovers until they're all used up and my skin is in better condition than her and would often be mistaken as the younger one.

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Ulay it always will be! I loved it and used it until the mid-eighties when a friend persuaded me not to as it contained whale oil! Changed to Vichy, which I still use. The new imposter 'Ulay' causes a reaction and I have to honestly say it was better with whale oil!!

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I wish I could use oil of Olay but it has a white soft parafin base (petrolium) derived from the by products of the petrochemical industry, and it makes my skin break out in boils. I have to use plant based creams and cleansers such as Dr Hauschka, Green People and Liz Earle. I wish I didn't have to as they are more expensive! There's something very romantic about the old glass bottles that the soft, retro pink lotion was contained in and the beautiful comforting smell, and I have to agree with the other posters, Oil of Ulay sounded much better than Olay! Perhaps Olay could bring out a special edition glass bottle for nostalgia sake. I bet a lot of people would buy it. I wouldn't be able to use it but I would buy it to put on my dressing table. My grandmother brought me up and she used Ulay. I miss her terribly, even although I'm in my forties and she passed away 22 years ago. The glass bottle and the smell would remind me of her and bring back fond me mories.

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- Gill, Uk, 23/4/2012 20:59 I'm 62 like you and used Oil of Olay from around 16 if I remember...although I now vary chop change creams, always cleanse morning night, drink lots of water, not much makeup, no yo-yo dieting never drink much. People constantly say I look much younger, but I think it's more down to genes and we all have different skins. I've had 4 babies, no stretchmarks without rubbing in pots of cream, so that must mean something...some people are just unlucky.

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10 years ago it was Oil of Ulay. Now you say it is 60 years old. How soon we forget!!!

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I've used it all my life, ever since I discovered an old bottle of my mother's when I was about 5. It used to be called Oil of Ulan and came in a glass bottle which was much nicer. My skin is very, very good, always has been, despite living in ozone free NZ and scorching Australia all my life. I am now nearly 50 and have no wrinkles at all, and have been told by a beautician my skin resembles a teenagers in texture. I thank Oil of Ulan. My this age I should have one wrinkle or sag...nothing.

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I have used Oil of Ulay (hate saying Olay! ) since I was around 16. I am 62 now and most people say I don't look my age. I used Oil of Ulay on my tummy when I was pregnant with my two children and haven't got one stretch mark!

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I have used Olay in one form or another since I was 15 (I'm now 42) and wouldnt use anything else. However any Avon products I will not touch with a barge pole as they test on animals (Clinique do as well for that matter!)

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As a person who has spent an awful lot of money on skincare over the years, I can honestly say I find the Olay Regenerist range, for the money, unbeatable. It's far superior to many of the more expensive brands.

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Olay on a morning and every time I pass the drawer it lives in until I put me 'face' on, soap and water to remove my make-up and a good lathering of Astral before bed. Can't whack it!

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