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Top Makeup and Cosmetic brands throughout the world

ASTOR (COTY INC.) NEW YORK, USA

Astor is one of the best-selling cosmetic lines in Europe, particularly in Bulgaria, Germany and Spain. Having recently dropped the name Margaret from the brand name, the company hopes to appeal to a younger audience. The company has also launched products specific to this market, such as Shine Extreme for a shiny, wet look on the lips, as well as products that appeal to all ages, including a 3-in-1 Exclamation mascara.

One of Astor's innovations is the protective quality of its products. Its range of colors and products is constantly updated to meet the demanding fashion markets, and its marketing success can be attributed to the excellent quality of its cosmetics and the well-rounded knowledge of makeup.

AVON (AVON PRODUCTS, INC.) NEW YORK, USA

With presence in 143 countries, Avon's mission is to be the global beauty leader. "We aim to build a unique portfolio of beauty, striving to surpass our competitors in quality, innovation and value and elevating our image to become the beauty company most women turn to worldwide," explained William Susetka, president, global marketing. What makes the US$6.2 billion direct seller a global brand is its relevant and consistent brand equity and brand character around the world. Susetka added, "We have a consistency throughout the quality of our Avon products, the look and feel of our brochures, advertising and logo, and our presence. It's not about just being in a lot of different geographies; it's about the clear message and values we bring to the consumer--a consistency of what we stand for to our customers and representatives."

The "company for women" is recognized for its innovative, high-quality brands within a brand and a mix of products that has global appeal. Over the past five years, Avon has increased its consumer spending with the introduction of the global "Let's Talk" advertising campaign. The Company also has increased investment in sampling and the quality of the Avon brochure (a Spanish translation was launched in December 2002), as well as expanded the circulation of the brochure through aggressive recruiting of Avon representatives. In addition, Avon has begun to leverage U.S. sales leadership, which enables representatives to increase their earnings by recruiting and training others, into global programs.

The brand currently is looking to invest in high growth regions with large populations, such as Central and Eastern Europe and China. "While we are currently in these markets, we believe there continues to be further growth opportunities," said Susetka. "There are several factors that make these areas strong opportunities for continual growth: a large population of individuals where the Avon earnings opportunity is not only desirable but needed; a retail environment that is not as developed as Western countries, making direct selling a preferred shopping experience; and while our overall goal is to launch and develop our global brands within Avon, we are also developing the opportunities for Avon representatives by supporting them through new education and marketing tools."

BOURJOIS (CHANEL) PARIS, FRANCE

A leader in France, the brand's major market, Bourjois is also a top-selling brand throughout Europe. Worldwide, Bourjois is recognized as offering a unique value among makeup brands, infusing its makeup with colon quality and joy. In total, the brand is available in more than 70 countries throughout the world with subsidiaries in France, U.S., U.K., Spain, Italy, Netherlands, Korea, Japan and Russia and agents in Latin America, the Middle East and Africa. Bourjois is committed to offering women around the world a fun, fashionable and versatile collection of high-quality products that enhance the eyes, face, lips, nails and body, with more than 325 shades and effects in its range.

In the past four years, the brand has opened several subsidiaries in key cosmetic markets such as Russia, Korea, U.S., Brazil and Italy. Bourjois is actively seeking expansion in the United States, the largest market in the world, in its efforts to become a key global player. To meet needs in this region, Bourjois has revamped its department store merchandising. The privately held company does not disclose annual sales.

LISE WATIER (LISE WATIER COSMETIQUES, INC.) QUEBEC, CANADA

The Montreal-based company blossomed from a one-person operation in 1972 to an international company with a line of more than 350 makeup, fragrance and skin care products. Lise Watier beauty products are distributed to France, England, Luxembourg, Portugal, the United States, Mexico and Japan. Lise Watier's approach to fashion is unique. Rather than dictate fashion, Lise Watier provides women with the opportunity to express the latest trends the way they see them. The company promotes a view of beauty that is very personal, comforting and motivational. Women are invited to celebrate themselves, have fun and feel great. In Canada, Lise Watier is distributed through a network of more than 1,000 department stores and drugstores. The brand's presence in British Columbia and Alberta is growing with the recent opening of new makeup counters through London Drugs. The growing international success of the brand necessitated the opening of an office in Paris in 2001 to coordinate sales and marketing efforts for the European continent.

BOOTS' NO 7 NOTTINGHAM, U.K.

Boots' No 7 brand is sold in Thailand, Taiwan, Hong Kong, Netherlands, Italy and Switzerland, as well as the U.K. and Ireland. In terms of sales growth, 2002-2003 versus 2001-2002, the brand grew by 13.6 percent, a fantastic performance driven by the launch on Intelligent Colour Foundation and a successful Christmas period. The Boots Group (formerly The Boots Company) also operates the U.K.'s leading drugstore chain (about 1,400 Boots The Chemists in the U.K. and Ireland). According to Marketing's OMD Snapshots Survey June 2003, Boots is the most popular place to buy toiletries and cosmetics in the U.K. In addition to retailing, Boots has international sales and marketing operations and also develops and manufactures its own products. Boots Contract Manufacturing is one of Europe's largest suppliers of private label toiletries and cosmetics. It provides the drugstore chain with private label items, including the popular No 7 brand. In addition, Boots maintained or grew counter market share in all beauty categories. Beauty and toiletries sales for the year grew 6.8 percent, to 1,891 million [pounds sterling], reflecting a strong performance in cosmetics, up 11 percent. The company invested in retailing basics, improving stores, the customer offer and brand support.

L'OREAL PARIS (L'OREAL GROUP) PARIS, FRANCE

Already marketed in 150 countries and the world's number one cosmetics brand, L'Oreal Paris had an excellent year in 2002 by achieving 10 percent like-for-like sales growth and improving profitability. As demonstrated by image surveys in several countries, the brand also strengthened its mass-market luxury brand image.

The brand is highly focused on the needs of its target consumers--the growing proportion of women worldwide who expect better quality, product performance and a premium image. As a result, L'Oreal Paris is constantly pushing quality to higher levels with improved formulas, products that deliver specific benefits, luxurious packaging, more original innovations and a better visual expression of the brand at the point of sale.