Personal Care: U.K. 2014

October 20, 2014

Key Findings Site E-Commerce

Site E-Commerce

  • Although Personal Care brands boast much higher online sales in the U.K. than in France, their sites are no more sophisticated than those of their French counterparts. U.K. Index brands have similar adoption rates of site features, such as web forms, videos, and FAQs
  • Fifteen percent of Personal Care brands are experimenting with direct-to-consumer e-commerce. All DTC sites host account and email functionality, and 60 percent of DTC brands highlight customer service during the checkout process
  • Just under half (43 percent) of brands hand off to online retail partners. is the most popular destination, with 40 percent of Index brands directing to the site, followed by at 37 percent, and at 18 percent

Key Findings Digital Marketing

Digital Marketing

  • U.K. digital media spend was 3.4 times French levels in 2013. This translates to more sophisticated search advertising: 54 percent of U.K. Index brand search results yielded Google Shopping / Product Listing Ads (PLAs) compared with only 25 percent of French brands
  • Email remains a tool for brand communication since sixty percent of U.K. consumers indicated email as their preferred channel. Yet, only fifty-one percent of Index brands have email
  • DTC-enabled brands also have higher frequency of emails, sending on average 0.29 emails per week, compared with 0.18 for non-DTC brands

Key Findings Social Media

Social Media

  • Sixty-three percent of the U.K. population used social platform in the previous month, compared to 55 percent in France and 52 percent in Germany. These trends are reflected in social media adoption rates among Personal Care Index brands, with Facebook leading at 90 percent adoption, followed by YouTube at 82 percent and Twitter at 81 percent
  • Brands see much heftier returns on investments in YouTube when collaborating with popular Beauty vloggers, piggy-backing on their existing popularity to drive views. The top ten Related Channels that appear most frequently on Index brands’ YouTube channels are all prominent Beauty vloggers

Key Findings Mobile


  • Personal Care brands in the U.K. are increasingly opting for a responsive site (34 percent) rather than a dedicated mobile site (12 percent)
  • Thirty-four percent of U.K. Index brands have invested in mobile apps. Of these, 49 percent did not have a mobile or responsive website, indicating that many brands are misdirecting mobile investments to apps rather than site experience

About the Report

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, is taking on 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.

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