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Gartner L2 Digital IQ Index
Consumers are shopping for hair products specific to their unique needs and by "active" ingredient, transforming the path to purchase and enabling the rise of nimble, independently-owned brands. Amazon continues to reconfigure the industry, catapulting emerging brands to success and enticing professional brands to reevaluate entrenched distribution models. In a bid to solidify their stake in an evolving market, winning legacy brands are dialing up spend in display advertising and online media with their retail partners. The fifth annual L2 Digital IQ Index: Hair Care & Color 2017 benchmarks the digital performance of 91 brands in the US spanning both consumer and professional product segments.