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Gartner L2 Digital IQ Index
Personal care brands are fighting off threats from all angles: new entrants to the marketplace are gaining Google search visibility on high-growth ingredient terms, direct-to-consumer and subscription models are providing differentiated consumer experiences around guided selling and personalization, and the retail ecosystem continues to put downward pressure on pricing. While enterprises have fought back through costly acquisitions, opportunities remain for traditional CPG organizations to incorporate learnings from the winners into their digital strategies.