‘Genius’ brand L’Oréal Paris topped L2’s Digital IQ Index: Hair Care & Color, which assesses the digital performance of 61 Hair Care & Color brands in the U.S. Behind L’Oréal’s high score lies a comprehensive mobile and search strategy. Its mobile and tablet sites have responsive design, and the brand app gives daily Hair Care tips based on the results of a diagnostic test for hair type. L’Oréal Paris is also highly visible on search. It returns in the top ten results for 32% of Hair Color search terms, closely trailing Amazon who appears in the top ten for 33.7%. On Amazon, the brand had the third largest average number of reviews for its best-selling products.
L’Oréal also has high visibility on digital and traditional media channels. It increased its TV and print budget by more than 20% between 2009 and 2012, and paired that with robust social media efforts. Its Twitter account has increased by 168% over the past year to more than 154,3300 followers, more than any other brand in our Hair Care & Color Index. L’Oréal Paris came in second on Instagram, which registers 15x the engagement of Facebook, with more than 85,000 followers.