Coty and Procter & Gamble announced today a $1.25 billion deal for 43 Hair Care and Beauty brands. Coty will own the new entities, but they will be part of a separate entity called RMT brands. L2 assessed the digital competence of the RMT brands, and it appears that they are a mix of Gifted Hair Care and Challenged fragrance brands. A quick a their digital competence:
Wella: Gifted and 17th in L2’s Hair Care & Color Index, Wella has a sortable lookbook on its e-commerce site and a highly optimized mobile site. One of the few drawbacks of its strong digital strategy: the “order and locate” option for certain products instead of direct e-commerce. Wella was one of the few brands to launch a new app since the 2014 Index.
Clairol: No. 5 and Gifted in the Hair Care Index, Clairol encourages users to spend more time on its site by placing shade finders, step-by-step tutorials, ratings and reviews, and customer testimonials on its product pages. On Sally Beauty. Clairol registers the highest visibility of all hair care brands.
CoverGirl: Despite experiencing one of the biggest declines in search volume (33%), CoverGirl maintains Gifted status in the Beauty Index. Its #GirlsCan campaign YouTube campaign was supported by paid search, and one of the videos was among the top 10 most-viewed on the platform. Site customer service is exceptional relative to mass brands: Cover Girl is one of few mass brands to offer live chat.
Dolce & Gabbana, Gucci, Lacoste, Hugo Boss: Fragrance brands in the RMT portfolio scored Challenged or Feeble in the latest L2 Beauty Index, which is in line with the digital performance brands of fragrances overall. What holds these brands back: Failure to complete a path to purchase after significant upgrades site content and navigation (Dolce & Gabbana), burying fragrance content on site (Lacoste), and poor integration of fragrance content with fashion-related social media properties (Hugo Boss).