As digital investment continues to climb in Beauty, with paid search investment up 75 percent year over year and mobile site adoption nearing ubiquity, digital savvy is increasingly becoming the new arbiter. Mass and prestige brands alike are innovating across the Site & E-Commerce, Digital Marketing, Social Media, and Mobile dimensions; for the first time in 2014, a mass brand topped the L2 Digital IQ Index: Beauty.

This study attempts to quantify the digital competence of 94 U.S. Beauty brands across three categories: Skin Care, Color Cosmetics, and Fragrance. In the fifth annual Index, we deepened our assessments on e-tailers, looking at presence on both mass and prestige players, as well as on brands’ display advertising efforts.

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