L2’s Digital IQ Index: Hair Care & Color found Hair Care & Color brands were paring down their site features, but video content remained the most ubiquitous investment. Hair Care & Color sites with video content dropped from 91% of Index brands in 2013 to 75% of in 2014. The next most common feature after video is reviews, which 59% of Hair Care & Color brands feature on their site.
While more brands are adding reviews, live chat, and loyalty programs, many have cut down o interactive tools and features of consumer accounts. The percentage of brands with auto-replenishment programs remains the same. What is the reasoning behind prioritizing these features? Many brands appear to have decided some investments are not worth it. Carol’s Daughter – who filed for bankruptcy in April – removed its live chat service, but brands with larger budgets (Estée Lauder-owned Bumble and Bumble and Ojon, and Procter & Gamble’s Fekkai) have added live chat to their offerings.
As for Hair Care & Color brand videos, numbers on popularity can be misleading. Views for Beauty videos have increased to 700 million a month in 2013 from 300 million a month in 2010, but brands control only 3% of total Beauty video views on YouTube. A brand Beauty video receives 1/10th of the views of a vlogger video, which could incentivize brands to invest elsewhere.