Gartner L2 Digital IQ Index  February 25, 2019

Beauty China 2019

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While other sectors are feeling the effects of a China downturn, the beauty industry remains resilient for now. As Chinese consumers increasingly seek out premium products and turn to e-commerce channels for purchase, luxury beauty brands are getting priority placement in Tmall search results. Beauty brands are also increasing the sophistication of their WeChat accounts with a growing focus on commerce-enabled Mini Programs. To reach China’s millennial and Gen Z consumers, brands are adopting innovative promotions with young pop idol brand ambassadors, disruptive apps like Douyin and RED and campaigns through less traditional channels like gaming. The Digital IQ Index: Beauty China 2019 benchmarks the digital performance of 98 beauty brands across the color cosmetics and skin care categories.

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