Our fifth annual 2013 Digital IQ Index: Beauty report predicted a 29.1% growth in Beauty e-commerce this year, the highest digital growth of all soft goods sectors. Reflective of the strength are the record six brands named ‘Geniuses’ in our report. In our latest video interview, L2’s Head of Research & Advisory Maureen Mullen said all brands in the top category have purchase-orientation on their websites. Five sell directly to consumers, and the exception L’Oréal hands of transactions to third parties at the latest stage in a personalized way.

Mullen said brands in the Genius category invested in mobile and tablet sites this year, especially Lancôme, which had limited presence on those platforms in 2012. Social content investments brought smaller players such as Bobbi Brown and Benefit in the same category as the likes of Estée Lauder.

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