Local personal care brands in China are catching up to global brands in the region, according to L2’s Digital IQ Index: Personal Care: China which assesses the digital performance of 75 local and global brands across eight categories. Overall digital competence in the region has ramped up since 2014: Global brands’ Digital IQ increased by 35% while local brands increased their score by an average of 11 points.

Screen Shot 2015-06-12 at 11.08.44 AMBrand Digital IQ is segmented among categories as well, with depilatories surpassing all others. Veet and Gillette lift the category’s average score with a mix of SEM and social campaigns. Gillette is among the top ten brands in digital ad volume and has robust engagement on Sina Weibo. Veet ran a campaign on multiple third-party BBS sites (Aili, PClady, and Yoka), leveraging endorsements from key influencers such as Ula Fanfan.

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