‘Genius’ brand The Body Shop topped our just-released Digital IQ Index: Beauty | UK report. The L’Oréal-owned brand combined vertical retail, search engine marketing, and a loyalty program for a strong digital strategy. One of the most trafficked beauty-dedicated sites in the UK., The Body Shop has an incumbent advantage in organic search due to its U.K. origins and retail business model. It has built on that with Google+ participation, optimized deep links, and investment in mobile search. As a result, it appeared in top ten organic results on Google.co.uk for 69 of 208 of the most popular skincare queries and 46 of 143 searches related to color cosmetics.
The Body Shop has a robust social media strategy. Its dynamic Q&A platform “Social Hub” features social media buzz, how-to videos, product reviews and content sharing. It also features behind the scenes videos of Fashion Scout, the off-site part of fashion week The Body Shop participates in. Recently, The Body Shop has made investments in YouTube with tutorials, Beauty blogger partnerships, and paid advertising that directs traffic to the brand’s YouTube site.
The Body Shop’s success shows U.K. beauty brands can rise above the competition with consistent, all-around investment in search, e-commerce, and social platforms. To read our assessment of 67 U.K. Beauty brands across the skincare, fragrance and color cosmetics categories, download an excerpt of our report.
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