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Gartner L2 Digital IQ Index
Social media platforms like YouTube and Instagram and e-tailers like Amazon have dramatically lowered the barriers to entry for small "indie" brands. These brands are quickly encroaching on the Old Guard, evidenced with sales for major players like MAC cosmetics dropping by almost five percent in Q3 2016. But in order to scale, emerging brands can no longer rely on social media alone and have ramped up investments across other digital dimensions, giving even the most sophisticated enterprises a run for their money. The seventh annual Digital IQ Index: Beauty benchmarks 99 Beauty brands across the Color Cosmetics, Fragrance, Nail, and Skincare categories.