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Gartner L2 Digital IQ Index
The 2015 Digital IQ Index: Beauty France assesses the digital performance of 65 Beauty brands in France, spanning three product categories: Fragrance, Color Cosmetics, and Skincare. Despite its perceived leadership in Europe, brands in France often trail more forward-looking counterparts in China, the U.S., and South Korea in the digital arena. The French beauty market is dominated by specialist retailers (including Sephora, Marionnaud, and Nocibé), which also actively compete in the online arena, but shrink in comparison to amazon.fr’s inventory. This study examines enterprise investments, brand visibility across numerous platforms, and digital performance across key metrics.
Beauty: France 2015
March 5, 2015
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L2's Digital IQ Index Beauty France 2015 France is the birthplace of Beauty and in turn French brands are surpassing their European Counterparts in site features. For example, 55% of French Beauty brands offer DTC e-commerce vs. just 49% of U.K. beauty brands and 35% of German ones. E-tailer competition is fierce in France as well, with Amazon.fr having the largest brand presence of all e-tailers including Sephora, Marionnaud, and Nocibé. However, of the three-quarters of brands present on Amazon.fr, 23% are unofficially distributed by third-party e-tailers. On YouTube, however, brand investment does not match that of Beauty vloggers. The average top 10 Beauty vlogger has uploaded 5x as many videos as the average Index brand, yet only 6% of brands (Clarins, Mixa, Yves Saint Laurent, and Maybelline) collaborate with vloggers. Furthermore, 32% of Index brands have no presence on YouTube. For more insights on digital strategies of 65 global and local Beauty brands in France, download L2’s 2015 Digital IQ Index: France.