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Gartner L2 Digital IQ Index
Hair Care continues to lag behind the rest of the beauty sector in digital, handicapped by low average cart values and undesirable ship-to-weight ratios. Yet the categorizations that once defined the industry—professional and consumer, natural and treated-are fading, thanks in part to e-tailers like Amazon. As the lines blur, many of the rules that once defined the hair care industry are no longer relevant, and brands must adjust to the changing landscape.