The cosmetics market is growing constantly year after year, driven by few big companies but featuring a constant increase of niche, local emerging brands. What is the cosmetics industry about? It promises a dream, creates an illusion, sells a mirage: eternal youth, time that stops, instant beauty. What is beauty?
What brands can learn from Gen Z?
We're heading towards a VUCA world. VUCA: volatile, uncertain, complex and ambiguous. Volatile because we are seeing tides of change over increasingly short spaces of time. Uncertain because it is becoming harder to predict the future, and the prospect of surprise is greater. Complex as we witness the number of stakeholders and key players increase. Ambiguous given that the sheer quantity of interpretations and opinions on a single given topic results in even more vagueness.
How can we revitalise French brands?
With the release of the first edition of the BrandZ Top 50 France rankings, focussing on French brands from the international BrandZ Top 100 ranking, comes an informative snapshot of the current health of the champions of our French economy, including their strengths, their unique characteristics and also their weaknesses, against an increasingly global, dynamic and shifting international competition.
When they elected their new President on 7th May last year, the French made the choice to have confidence in France as a brand to be successful and enterprising once more on the international market. Without a doubt they were right, as French brands have undeniable advantages: France's cultural influence, its heritage and even its expertise, from which large luxury and spirits brands have been able to benefit. According to this ranking, Louis Vuitton has become the number one French brand overall, and the number one luxury brand on a global level.