In L2’s inaugural Digital IQ Index: Hair Care & Color released yesterday, L’Oréal Paris bested 52 brands from both the consumer and professional spaces to take the No. 1 position. This marks the first time a mass brand has topped the Digital IQ Index, having demonstrated digital aptitude across four dimensions: Site, Digital Marketing, Mobile, and Social Media. A recent site relaunch propelled the brand’s score. Over 860,000 unique visitors visit lorealparisusa.com per month, the most traffic of any site in the Index. The update sets a new bar for data capture and account personalization. Visitors mark personal preferences through a series of comprehensive questionnaires as well as “Have” and “Save” buttons on product pages. The brand then synthesizes this information, along with observed behavior, to curate the user’s experience by delivering relevant products, articles, and videos.
Though lacking direct-to-consumer e-commerce, L’Oréal Paris exhibits the most sophisticated form of online handoff to a third party retailer. After adding products to a cart on L’Oréal Paris’ site, a shopper can select among six retail partners for checkout and fulfillment. In an industry where brand loyalty is low, L’Oréal Paris also stands out for its Gold Rewards Program. Members who frequently purchase hair color items can earn free products and discounts by entering box codes, extending the brand’s potential for data collection.