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Standouts in L2’s Hair Care strategy include smaller brands that have punched above of their weight class on social media. Over-Indexing in social media is more difficult in 2016 than in 2012, because platforms have replaced organic reach with advertising. Some have become entirely pay-to-play. For example, Facebook brands now must assume that their organic reach is virtually zero.

However, that does not stop many brands from frantically posting on social media in hopes of achieving views and interactions with little spend. Moroccanoil has veered away from that strategy to one with better results. It promotes posts just twice a month on Facebook, but backs every single post with significant ad dollars. As a result, Moroccanoil accounts for 11% of total Facebook interactions with Hair Care brands – more than any other independent brand in L2’s 2016 Hair Care & Color study. It is a best-in-class example of how brands with small budgets can concentrate their efforts to compete in the new social media landscape.

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