Unilever announced this week a strategic partnership with Alibaba. The e-commerce giant will help Unilever reach Chinese consumers through its data-driven ecosystem. However, the real winner in the Chinese personal care market is rival Procter & Gamble. P&G-owned Head & Shoulders topped L2’s 2015 Digital IQ Index: Personal Care China and seven of the top ten best performing brands in the Index were P&G brands. The digital gap manifests itself in sales: a 6% increase in revenue the last quarter of 2014 for P&G and a 20% decline for Unilever in the same time period.

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