March 6, 2015

French Beauty Brands Triumph European Counterparts



L2's Digital IQ Index Beauty France 2015

France is the birthplace of Beauty and in turn French brands are surpassing their European Counterparts in site features. For example, 55% of French Beauty brands offer DTC e-commerce vs. just 49% of U.K. beauty brands and 35% of German ones. E-tailer competition is fierce in France as well, with having the largest brand presence of all e-tailers including Sephora, Marionnaud, and Nocibé. However, of the three-quarters of brands present on, 23% are unofficially distributed by third-party e-tailers.

On YouTube, however, brand investment does not match that of Beauty vloggers. The average top 10 Beauty vlogger has uploaded 5x as many videos as the average Index brand, yet only 6% of brands (Clarins, Mixa, Yves Saint Laurent, and Maybelline) collaborate with vloggers. Furthermore, 32% of Index brands have no presence on YouTube. For more insights on digital strategies of 65 global and local Beauty brands in France, download L2’s 2015 Digital IQ Index: France.

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