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This graph from L2’s Digital IQ Index: Beauty | Korea shows how Korean beauty brand site features match up against their counterparts in six countries (US, UK, China, France, Germany and Japan). While beauty brands in Korea have the best participation rate in online reviews (69%), they lag in areas such as live chat. (La Neige is the only brand that provides the service.) Just 25% of Index brands have an interactive tool (e.g. virtual makeover, diagnostic quiz) on their site, a smaller percentage than in the US, UK, Germany and China. Eighty-one percent of beauty brands in Korea have a store locator, second only to the UK.

These features are pared down even further on mobile, despite the category’s 78% mobile penetration rate which surpasses that of beauty brands in the US and Japan. The widest gap in the mobile and desktop experience is in product reviews; 34% of brands have eliminated the feature on the mobile sites. The smallest gap is the wishlist feature, removed from just 8% of mobile sites among brands that offer it on desktop.


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