When it comes to digital, many Hair Care brands could use a few tips from their peers in Beauty. Hair Care brand sites lag those of Beauty brands across the board, according to L2’s Digital IQ Index: Hair Care & Color.
Nearly all Beauty brand sites offer video content, compared with only 71% of Hair Care sites. Hair Care brands also lack tools to help consumers find the right products: only a quarter of brands offer a diagnostic tool, compared to over a third of beauty brands. Even brands offering how-to content fail to close the loop, with only 42% linking tutorials to the relevant product pages.
It comes as no surprise that the Genius brands in the Hair Care category – L’Oréal Paris and Garnier – also sell Beauty products, since they are able to translate their digital strengths across sectors. Gifted brand Bumble and bumble also stands out for its sophisticated site features. All content easily connects to commerce, and the brand site features diagnostic tools such as a “curl finder,” which is prominently displayed at the top of the gallery page for Bb.Curl products. Clicking on a photo of a curl type, such as loose waves or tight corkscrews, yields a description of that hair type along with suggested products and tutorials, echoing the best-in-class guided selling tools employed by many Beauty brands.