L2 released its fifth annual Digital IQ Index: Beauty today, and L’Oréal Paris topped the Index surpassing 84 U.S. Skin Care, Fragrance, and Color Cosmetics brands in the U.S. Beauty is a digitally savvy category, in which overall digital ad spend has increased 23% year over year. So how did L’Oréal climb to the top?
– L’Oréal site traffic from display ads is 3x the Index average.
– In the competitive arena of search, L’Oréal dominates all organic branded real estate.
– Its Makeup Genius app is one of the few color-finders with accuracy. It shows a commitment to digital innovation and experimentation and ability to pull it off.
– With My Beauty Picks, which saves consumers’ hair color, skin tone, and makeup and style preferences, L’Oréal creates a personalized site browsing experience.