This year’s Digital IQ Index: Hair Care & Color featured three newcomers to the U.S. who punched above their weight class in digital competency. Vidal Sassoon was ranked 24 of 61 brands. Clear Scalp & Hair and Toni & Guy came in No. 34 and 44 respectively, the latter’s score hampered by poor search visibility.
Clear, who fell in the ‘average’ category had a strong social media campaign combined with television. It grew its Facebook community by 897% in 2014 to more than 5,600,000 fans, and became the official sponsor of the sixth most popular U.S. television show The Voice. Clear also leveraged brand ambassador Miranda Kerr, whose February 24 tweet mentioning the Clear partnership led to 196 retweets and 656 favorites. While @clearhair’s Twitter followers grew by only 7% this year, brand efforts brought high engagement. The hashtag #StrongandClear was used 3,000 times just in the past 30 days.
Toni&Guy, who hit the U.S. for the first time via Target in August, made its presence known by sponsoring New York Magazine’s pop-up hair blog. Vidal Sassoon, a brand with one of lower advertising budgets had no social campaigns of note, but climbed up to the ‘Gifted’ category by appearing first in organic search results and Amazon investments.