Top 10 Ranking
L2’s Digital IQ Index: Beauty examines the digital competence of 94 U.S. beauty brands across three categories: Skin Care, Color Cosmetics and Fragrance. Analyzing over 850 data-points across site, ecommerce, social media and mobile & tablet, the study highlights brands that are thriving and struggling as hotel guests become increasingly influenced by digital.
For the first time, in 2014, a mass brand topped the L2 Digital IQ Index: Beauty. L’Oréal Paris nabbed the top spot on the back of strong search and digital advertising. The French brand drives 3x the Index average in site traffic from display advertising, and its “Makeup Genius” app is likely the strongest technology launch in the industry. As Amazon and Walmart aggressively court online Beauty consumers, mass brands, like their prestige peers, see an opportunity to find new channels of growth and platforms to signal innovation. There is still substantial open field: e-commerce is the fastest-growing channel, but represents only six percent of the sector’s sales according to Euromonitor.
Instagram enjoyed an uptick in adoption in 2014; nearly 90 percent of Index brands are now present on the platform, compared to 78 percent a year ago. Instagram’s global 300 million monthly active user (MAU) count now eclipses Twitter’s 284 million and is more than three times Pinterest’s 60 million. For non-licensed Index brands, the 10 largest communities all belong to Color Cosmetics brands, including a number of nail brands (Essie, OPI) where nail art content resonates.
For more industry insights, trends, and the full ranking you can download the report and the excerpt (for non-members) below.
Explore how brands are performing to their competitors and the industry average in Mobile, Ecommerce, Digital Marketing and Social Media here.