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L2’s 2015 Digital IQ Index: Beauty U.K. finds that brands in the category are investing more in site features, especially videos and user reviews. A comparison of brands in the 2014 and 2015 studies shows 76% of brands are placing videos on their site, compared to just 57% in the previous year. And the number of brands with a quick view feature (a preview of merchandise and price without navigating away from the main page) has more than doubled from 15% to 36%.

Also interesting is the comparison of features among brands with direct-to-consumer e-commerce and those without. Video adoption is the same among the two groups, but brands with DTC e-commerce lead in all other categories studied.

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