L2 Digital IQ Index
The 2015 Digital IQ Index: Beauty U.K. assesses the digital performance of 73 Beauty brands in the United Kingdom, spanning three product categories: Fragrance, Color Cosmetics, and Skincare. Despite surging online sales across the wider Retail space, Beauty lags other Non-Food categories. Attempts to replicate product sampling in store have fallen short, forcing brands to invest in new online discovery tools. Department stores and online pharmacies remain key distribution channels for U.K. Beauty brands, as Amazon expands its dominance among local e-tailers. This study examines enterprise investments, brand visibility across numerous platforms, and digital performance across key metrics.