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The explosive growth of the beauty category in recent years is waning, challenging brands to find fresh pockets of growth. Distribution channel expansion, particularly on Amazon, has forced brands to rethink assortment tactics that drove discoverability on traditional growth channels like Sephora. Instagram interactions, once the life blood of color cosmetics brands, also declined for the first time. To combat a saturated market, winning brands deploy sophisticated promotional email tactics, secure visibility on unbranded Google search terms and commit to delivering robust merchandising experiences on brand sites.
Beauty US 2018
December 19, 2018
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L2 Research Briefing
At this briefing, Gartner L2 will review the ranking and key findings from our ninth-annual Digital IQ Index: Beauty. The Index analyzes and benchmarks the digital competence of more than 80 beauty brands identifying digital strengths and weaknesses and ranking their performance across their site, digital marketing, social media and mobile.