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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.
L2 Research Briefing
[codepeople-post-map] At this briefing, L2 will review the rankings and key findings from our fifth-annual Digital IQ Index: Hair Care & Color. The Index analyzes and benchmarks the digital competence of more than 60 consumer and professional brands identifying their digital strengths and weaknesses and ranking their performance across their site, digital marketing, social media and mobile.