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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.