The inaugural U.K. Personal Care Digital IQ Index® assesses 67 Personal Care brands across nine categories: Hair Care, Bath & Shower, Diapers, Shaving & Hair Removal, Sun Care, Oral Care, Deodorants, Sanitary Protection, and Personal Care Electronics. E-tailers are racing ahead of brands in digital sophistication in the U.K.. While supermarkets forge ahead with Click & Collect, Boots.com is taking on Amazon.co.uk. Both platforms are leading in a number of digital indicators including search and e-commerce experience. This study looks at the e-tailer environment, enterprise investments, and brands performance across their digital touch points.