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L2 is introducing the Indie Index, a new monthly video series featuring best practices and learnings from digitally-savvy, independent brands in the Beauty & Hair Care categories. This week’s video features one of the biggest winners in the 2016 Hair Care & Color study – DevaCurl. DevaCurl’s Digital IQ rank increased by 39% year over year, boosted by stellar performance across the board, particularly on e-tailers and social media platforms.

What stands out about DevaCurl’s strategy is that it concentrates its efforts on winning platforms and sites. Among e-tailers, that means strong visibility on Sephora and Ulta. On social, that means Snapchat and Instagram, where it has harnessed the power of user-generated content.

How does DevaCurl do user-generated content differently? Realizing that effective UGC is rarely an accident, DevaCurl presents fans with guidelines on what content to post. Fans are encouraged to post close-ups in which curls fill the frame, or pose against an interesting background in natural light. All photos must be tagged with DevaCurl products (e.g. #NoPoo #DevaCut) to be featured.

What brands can learn from DevaCurl: 1) Refine your e-tailer strategy and make sure your content aligns with their categories of focus 2) Take an active approach to soliciting and curating UGC 3) Syndicate UGC across all consumer touchpoints and tag with specific products to drive consumers to purchase.

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