Hair Care lags behind the more advanced Beauty category in digital. Last year, almost one in five Hair Care brands were considered Feeble. But in the past year, brands accelerated their digital investments, according to L2’s Digital IQ Index: Hair Care & Color. Successful brands link to third-party sellers from brand sites and invest heavily in advertising, while also borrowing best practices from their Beauty peers.
1. L’Oréal Paris
Digital IQ: 166
After placing second in last year’s ranking, L’Oréal Paris clinches the top spot thanks to its impressive performance in mobile search. The brand site also continues to stand out, featuring product pages replete with how-to content, UGC, and live chat, as well as personalized offers and samples that motivate users to sign up for accounts.
Digital IQ: 149
Pantene’s heavy investments in video appear to be paying off. The brand garnered 7.5 million views on YouTube for its “Strong is Beautiful: Dad-Dos” campaign, and also launched geo-targeted video ads offering coupons and directing viewers to the nearest Walgreens store. Additionally, Pantene drives visibility for category keywords with investments on Amazon including participation in Amazon Prime and Amazon Fresh.
Digital IQ: 140
Garnier embraces Snapchat by placing native ads in the platform’s Discover stories. The brand’s other advertising efforts also stand out for linking to shoppable how-to content, while banner ads and full-page displays drive strong visibility on Target’s website.
Digital IQ: 136
Redken places higher in this year’s ranking thanks to its sophisticated site, which offers salon-specific details and directions along with professional event sign-up. The brand also boosts traffic to that site with savvy SEO practices.
Digital IQ: 134
Campaigns like #LoveYourHair help Dove gain traction on YouTube and Twitter, surging above competitors. Meanwhile, the brand’s relaunched site includes an innovative Q&A search bar.
6. Head & Shoulders
Digital IQ: 133
Significant investments in mobile and desktop advertising lift Head & Shoulders four spots higher than its previous location. The brand also maintains high visibility across e-tailers such as Amazon and Target.
Digital IQ: 132
Aveda earns points for providing a superior e-commerce experience, including reviews and persistent customer service. Meanwhile, the brand displays consistent strength when it comes to email marketing, employing a multitude of opt-in tactics.
8. Bumble and bumble
Digital IQ: 130
The brand boasts a best-in-class one-click diagnostic quiz timed to coincide with the launch of the new Bb.Curl product line. It also integrates shoppable content throughout the site while promoting trial-oriented products.
8. John Frieda
Digital IQ: 130
Strong product pages on the John Frieda site link directly to multiple e-tailers, helping the brand gain some of the highest visibility across Amazon, Target, and Ulta.
10. Carol’s Daughter
Digital IQ: 129
Carol’s Daughter is ramping up digital marketing efforts, as well as social media campaigns. The brand earned an impressive 13% of Facebook interactions in Q2, despite accounting for only 7% of posts. Those interactions often arise from compelling content such as the brand’s #BornAndMade Instagram campaign, which encourages users to share their own stories.