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Gartner L2 Digital IQ Index
The cocktail for success in Hair Care & Color is no longer a mix of celebrity endorsements, product innovation, and aggressive print and television spend. Since 2013, digital investment has increased significantly across Hair Care & Color brands. Our 2014 Index examines and ranks the digital performance of 61 brands in the U.S.
What to Expect: L2’s 2014 Digital IQ Hair Care & Color
March 25, 2014
In this video, Research Associate Jenny Shen tells us what to expect in L2’s upcoming Digital IQ Index: Hair Care & Color. In addition to containing deeper analysis than last year's, this report measures how consumer brands are represented on Amazon and Walmart.com. It also looks at how brands are bridging online and print advertising, as print is still an important channel for many brands in the study. Shen said a brand to watch was Herbal Essences, who recently launched the Get Naked collection in conjunction with the Victoria’s Secret Fashion Show. The brand made a concerted effort to promote the campaign on all media channels with the #GetNaked hashtag and a selfie contest in partnership with Us Weekly. Herbal Essences promoted the hashtag in commercials and online ads, creating one of the most well-rounded efforts among brands in the study.