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Gartner L2 Digital IQ Index
Social media and cross-border e-commerce are allowing product trends to globalise rapidly. In the Beauty industry, influential vloggers on YouTube and Instagram are breaking down market borders and helping brands to achieve global scale by creating highly visual content with international reach and appeal. With a growing number of specialty e-tailers cropping up in the UK, brands are investing heavily in retail partnerships as part of their digital strategy in the region. To compete in an evolving market and meet growing consumer expectations, brands—regardless of primary distribution strategy—must position their sites as best-in-class research destinations with omnichannel offerings. L2's fourth annual Digital IQ Index: Beauty UK report benchmarks the digital performance of 84 brands operating in the UK.