In this video, Research Associate Jenny Shen tells us what to expect in L2’s upcoming Digital IQ Index: Hair Care & Color. In addition to containing deeper analysis than last year's, this report measures how consumer brands are represented on Amazon and Walmart.com. It also looks at how brands are bridging online and print advertising, as print is still an important channel for many brands in the study.
Shen said a brand to watch was Herbal Essences, who recently launched the Get Naked collection in conjunction with the Victoria’s Secret Fashion Show. The brand made a concerted effort to promote the campaign on all media channels with the #GetNaked hashtag and a selfie contest in partnership with Us Weekly. Herbal Essences promoted the hashtag in commercials and online ads, creating one of the most well-rounded efforts among brands in the study.