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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.
Personal Care US 2018
June 5, 2018
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Direct-to-consumer disruptors in the personal care industry continue to upset traditional brands and raise the bar on digital efforts. But many traditional personal care brands are waking up. Gillette tops this year’s Digital IQ Index: Personal Care, boasting the fastest mobile site and a tactical approach to Amazon and Google visibility. L2’s 6th annual Digital IQ Index: Personal Care benchmarks the digital competence of 124 brands operating in the US.