L2 Digital IQ Index  February 13, 2015

Beauty: Germany 2015

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The 2015 Digital IQ Index: Beauty Germany assesses the digital performance of 69 Beauty brands in Germany, spanning three product categories: Fragrance, Color Cosmetics, and Skincare. While German consumers spend more on cosmetics than any neighboring EU market, the dominance of traditional distribution channels and fragmentation of Health & Beauty specialists have kept e-commerce low. Amazon is stepping into this e-commerce void. While German consumers demonstrate a preference for digital product discovery and increasingly rely on mobile devices, brands are not fully meeting this demand and lag in digital investment. This study examines enterprise investments, brand visibility across numerous platforms, and digital performance across key metrics.