Online sales are fueling growth in France’s beauty market, compelling brands to create innovative digital strategies. These are the companies whose ranking in Gartner L2’s Digital IQ Index: Beauty France changed most dramatically this year.
Mixa: CHALLENGED to AVERAGE
After experiencing the most significant score drop in the 2017 ranking, Mixa became this year’s biggest Winner, boasting increases across every scored dimension. Other contributors to Mixa’s status boost include increased product discoverability on Amazon and an optimized customer experience thanks to a strong investment in site tech.
A-Derma: CHALLENGED to AVERAGE
A-Derma made increased investments in web advertising on desktop and mobile and improved search visibility for unbranded skincare terms on Google, helping bump the brand from Challenged to Average. Improved subscribers and engagement on Facebook and YouTube plus frequent activity on Instagram Stories aided in the brand’s social media presence.
Burberry: CHALLENGED to AVERAGE
Burberry increased content and merchandising on its site with features like mouse-over imagery, on-model imagery, and beauty-specific videos. It also made investments in mobile including streamlined checkout and store locator features. Lastly, it improved branded and unbranded search visibility for fragrance keywords.
Chanel: GIFTED to GIFTED
Major investments in mobile and desktop advertising helped raise this luxury brand up in the ranks and earn it the top mobile advertising score. Chanel also increased paid and organic visibility for unbranded color cosmetics terms, contributing to increased site traffic overall.
Klorane: FEEBLE to CHALLENGED
Klorane increased control of third-party products on Amazon. Additionally, it made improvements in search engine optimization on Google and increased visibility for unbranded skincare queries.
The Body Shop: GIFTED to AVERAGE
Following divestment from L’Oréal, The Body Shop experienced drops in performance across dimensions. Additionally, notable declines in Instagram performance and YouTube search brought the brand’s social media status down. Lastly, increased presence of third-party brand listings on Amazon due to limited e-tailer distribution contributed to the brand’s digital dip.
La Prairie: CHALLENGED to FEEBLE
La Prairie experienced decreased mentions by YouTube vloggers and Instagram influencers, sinking its social media status. Additionally, a drop in product discoverability on Nocibé and Sephora took the brand down the digital ranks.
BareMinerals: AVERAGE to AVERAGE
Significant drops across social platforms with a decrease in YouTube search visibility contributed to bareMineral’s decline, specifically less than half as many Instagram and Facebook interactions as compared to 2017. Overall, the brand saw the lowest Instagram community growth out of all tracked brands.
Givenchy: AVERAGE to CHALLENGED
Givenchy faced a drop in visibility on all e-tailers studied including Marionnaud and Galeries Lafayette. Its site sophistication also fails to keep up with other tracked brands due to limited content and a lack of e-commerce.
Bourjois: AVERAGE to AVERAGE
Bourjois saw a decline in visibility on Nocibé and Sephora. Additionally, a laggard site with a major drop in site load time and a lack of common features like store locators, product ratings, and reviews contributed to the brand’s lower ranking.