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Gartner L2 Digital IQ Index
China is slated to become the world's largest Beauty market by 2020. However, China's increasing complexity and fragmentation are forcing brands to rationalize digital investments. Direct-to-consumer strategies have not fared well, and Western premium Beauty brands are surrendering to the power of e-tailers in the market. Brands are launching storefronts and boosting content on these platforms, while scaling back brand-owned site investments. The fourth annual Digital IQ Index: Beauty China benchmarks 98 Beauty brands across the Fragrance, Skincare, and Color Cosmetics categories.