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.
Brand 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.