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Gartner L2 Digital IQ Index
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.