Digital IQ Index®

Beauty 2011


The Study

Findings in the Digital IQ Index® Beauty study
demonstrate a clear relationship between beauty brands’ Digital IQs and year-over-year growth in share price. Authored by L2 in partnership with MicroStrategy, the study ranks the digital competence of 55 brands across four dimensions: Site, Digital Marketing, Social Media, and Mobile. Brand efforts were measures against more than 350 data points and classified into five categories: Genius, Gifted, Average, Challenged, or Feeble.

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Top 10 Ranking

While 29 percent of brands in the Index were classified as Gifted, only M·A·C and Clinique earned the Genius distinction. The top 10-ranked brands are:
  1. M·A·C
  2. Clinique
  3. Estée Lauder
  4. Bobbi Brown (tie)
  5. Victoria’s Secret (tie)
  1. Sephora Collection
  2. L’Oréal Paris
  3. Aveda (tie)
  4. Benefit (tie)
  5. Bare Escentuals (tie)