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Gartner L2 Digital IQ Index
The 2015 Digital IQ Index: Hair Care & Color assesses the digital performance of 70 Hair Care brands, spanning both Consumer and Professional product segments. While e-commerce penetration significantly lags benchmarks set by other Beauty categories, brands are overcoming lingering fears of product diversion by actively engaging with select online retailers. Among brands tracked since 2013, those linking to online retailers now outnumber those supporting direct e-commerce by a 2:1 margin. These proactive investments in channel control signal an end to the era of non-participation in online commerce. This year’s study significantly expands analysis on brand visibility and merchandising efforts observed across leading e-tailers.