Consumers continue to buy the bulk of Personal Care items at physical retailers, rather than online. During the first half of 2015, U.S. Health & Personal Care retailers generated over $150 billion in sales, accounting for roughly 10% of all retail dollars. In contrast, Personal Care items account for only 5.7% of e-commerce sales, a percentage that has remained flat year-on-year. Nevertheless, L2’s Digital IQ Index: Personal Care reveals that top brands have been proactive in relaunching desktop and mobile sites, as well as maximizing their presence on e-tailers. New apps and social media campaigns are helping to extend brand reach on new platforms.
1. Pampers (Procter & Gamble)
Digital IQ: 149
Pampers rose to the top of L2’s Index this year, in large part due to its long-awaited mobile site launch. The new site offers features such as express code redemption and shortcuts for activating rewards and offers. The “Pampers Rewards” app is another example of the brand’s digital prowess, promoting participation in the brand’s loyalty program.
2. Gillette (Procter & Gamble)
Digital IQ: 144
Gillette’s “Shave Forth” YouTube video garnered more than 18 million views, putting the brand’s channel among the top four in the sector by view count. Featuring electronic DJs Dr. Lektroluv and DJs From Mars, the video leverages their extensive fan bases as well as TrueView in-stream and in-display advertising. The partnership also increases brand discoverability in organic search, as the video shows up on the first page of results for the “lektroluv” search term.
Gillette also launched its own subscription razor delivery program in June, a response to new rivals like Dollar Shave Club. The Gillette site’s layout is largely similar to that of its competitors, although it does not offer other features such as a blog, guided selling on site, or live chat.
3. Dove (Unilever)
Digital IQ: 135
Dove maximizes its marketing efforts by utilizing a variety of channels to reach consumers. Not only is Dove the only Index brand letting consumers opt in to SMS alerts, but the brand also reaches out through email by personalizing all its marketing messages and sending out a series of welcome notes to new subscribers. Moreover, Dove invests strategically in emotionally resonant campaigns (e.g., #SpeakBeautiful) that achieve extended reach across social media platforms.
3. Olay (Procter & Gamble)
Digital IQ: 135
Olay was one of the first two P&G Personal Care brands to join the Amazon Dash Button program, which lets users order a new shipment of Olay products simply by pressing a button in their homes. The choice signals that the brand is forward-thinking when it comes to e-commerce.
Olay is also the most active skin care brand in paid search, capturing nearly 7% of ad space across all applicable keywords. The only competitor in the skin care category to outdo Olay is Amazon, which draws slightly over 7% of ad space.
5. Crest (Procter & Gamble)
Digital IQ: 127
Crest was one of six P&G brands to move to an enterprise site template this year. The new site represented a move away from the brand’s fragmented site experience; it also increased Crest’s overall search visibility. The relaunched brand site has the second-highest brand visibility in top Oral Care category searches, appearing 87 times across the top 30 organic results.
6. Secret (Procter & Gamble)
Digital IQ: 125
With a high ad unit count on mobile and tablet devices, Secret is clearly ahead of the curve in the mobile advertising arena. The brand overindexes on creatives, with almost double the Index average of nine.
7. Oral-B (Procter & Gamble)
Digital IQ: 123
Oral-B offers one of the few Index mobile apps with utility. The Disney Magic Timer incorporates Disney characters to encourage children to brush their teeth for a longer time, letting them collect a new digital sticker after each successful two-minute brushing session. The brand also demonstrates superior performance on e-tailers, averaging 43% first-page visibility on relevant oral care search terms across both Amazon and Walmart.
8. Gillette Venus (Procter & Gamble)
Digital IQ: 122
Similar to co-brand Gillette, Venus has seen substantial success on YouTube. Its #UseYourAnd campaign video, which combats one-dimensional perceptions of women, garnered 22 million views. The brand also launched a revamped site highlighting razor subscription programs available on e-tailers, reflecting the extent to which these new programs are disrupting the razor market.
8. Huggies (Kimberly-Clark)
Digital IQ: 122
Like Olay, Huggies partners with Amazon to enable auto-replenishment via the Amazon Dash Button. And along with Olay (and Sally Hansen), Huggies is one of three brands to consistently outpace immediate peers when it comes to share of voice on Facebook. The brand’s curated content investment on social media channels also extends to Instagram and Pinterest.
10. Always (Procter & Gamble)
Digital IQ: 121
Always saw significant success with its #LikeAGirl campaign during the Super Bowl, which sought to bolster girls’ self-confidence. The brand also bests immediate competitors on Walmart by returning product listings on every other keyword.
10. Seventh Generation (Seventh Generation)
Digital IQ: 121
As brands relaunch their own sites, Seventh Generation switched from offering DTC e-commerce to selling products through a brand store on ePantry.com. The pivot suggests a desire to refine the brand’s commerce strategy without compromising the site experience for consumers.
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