France is the birthplace of Beauty and in turn French brands are surpassing their European Counterparts in site features. For example, 55% of French Beauty brands offer DTC e-commerce vs. just 49% of U.K. beauty brands and 35% of German ones. E-tailer competition is fierce in France as well, with Amazon.fr having the largest brand presence of all e-tailers including Sephora, Marionnaud, and Nocibé. However, of the three-quarters of brands present on Amazon.fr, 23% are unofficially distributed by third-party e-tailers.
On YouTube, however, brand investment does not match that of Beauty vloggers. The average top 10 Beauty vlogger has uploaded 5x as many videos as the average Index brand, yet only 6% of brands (Clarins, Mixa, Yves Saint Laurent, and Maybelline) collaborate with vloggers. Furthermore, 32% of Index brands have no presence on YouTube. For more insights on digital strategies of 65 global and local Beauty brands in France, download L2’s 2015 Digital IQ Index: Beauty France.
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