The Top 50

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.