Our Digital IQ Index: Beauty | France found beauty brands in the French market underinvest in sites compared to their counterparts in the U.S. Just 40% of French beauty sites have user reviews in French and just 21% provide ingredient information. 66% include site search compared to 79% in the U.S.
French sites also produce and promote fewer videos. Three-quarters of U.S. sites have video compared to just half of French sites. Furthermore, only 21% of brands that have videos place them on or link to them from product pages. And only 21% of sites with videos use French videos, while the remaining brands repurpose and subtitle videos from the U.K. and U.S. sites.
A few brands defy the norm. Clinique categorizes its makeup tutorials – all in French — based on application area, and its English skincare videos have French subtitles. The Clinique.fr site features extensive and highly visible user reviews. Lancôme also sorts its shoppable videos, which allow users to directly add all or a few of the items in their carts. Benefit has produced a library of videos targeting a French audience on YouTube, but has uploaded only five to its site.