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L2 Digital IQ Index
The Japan Beauty Digital IQ Index uncovers a wide range of efforts to remain dynamic in an otherwise stagnant market, with only 21 percent of brands categorized as Gifted or above. Global brands maintain a lead in e-commerce adoption in Japan, while local brands leverage loyalty programs and the local platform LINE to engage consumers. Mobile innovation is required of all brands in a market in which mobile accounts for 57 percent of Beauty brand term searches.