Personal care brands maintain their dominance in Gartner L2’s Digital IQ Index: FMCG UK 2019. Leading brands provide extensive on-site educational content and respond to movements outside the Index across e-tailers and search.

  1. Pampers
    Digital IQ: 150

Pampers tops the Index for the second year in a row with greater visibility than main rival Huggies across the majority of U.K. e-tailers, including Amazon. The brand is also one of the few to find any success with both email and social marketing.

2. L’Oréal Paris
Digital IQ: 141

Entering its third year as a Genius brand, L’Oréal Paris outperforms the Index in social media, particularly on Instagram with the highest engagement. L’Oréal also has the highest sponsored visibility on Sainsbury’s by focusing efforts on one hero product among its wider assortment.

3. Philips
Digital IQ: 138

A best-in-class mobile site provides a seamless user experience through multiple guided selling options and intuitive navigation. Philips also bids heavily on all electric toothbrush keywords to gain the highest top text ad visibility on Google.

3. Garnier
Digital IQ: 138

Garnier boasts the most advanced product pages in the Index, which list ingredient information, cross-sell other products, link to educational content and present both first- and third-party reviews. This contributes to the brand winning in organic branded mobile visibility.

5. Nivea
Digital IQ: 136

The greatest riser in the top 10, Nivea can attribute its improved score to a large on-site content hub that educates consumers through ‘How-To’ guides, articles, and videos, which all link back to product pages. The brand also boosts engagement on Facebook through Christmas live video competitions.

6) Oral-B
Digital IQ: 130

Oral-B earns the best Amazon score, appearing against all electric toothbrush keywords on both organic and paid searches. The brand also maintains the best Amazon product pages with extended descriptions and visual branded content.

6) Dove
Digital IQ: 130

Back in the top 10 after a year’s hiatus, Dove performs particularly well on Superdrug with higher visibility than its private label across several categories.

8. Persil
Digital IQ: 127

The best performing home care brand – Persil – is very well optimised for organic nonbranded search and appears highly on Amazon Best Seller pages.

8. Braun
Digital IQ: 127

Braun features most frequently in retailer display advertising campaigns, with more impressions served by Amazon than all other Index brands. Furthermore, all campaigns lead to a branded Braun environment or product pages.

Always chatbot

Always uses a chatbot on signpost customers towards the right product

8. Always
Digital IQ: 127

With the highest score across all e-tailers in the Index due to consistently high visibility in the category, Always demonstrates continued attention to digital. The brand has also experimented with using a chatbot on its site to direct consumers to content on sensitive topics.

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