L2 think tank released the fourth annual Digital IQ Index:Beauty.This year's study benchmarks the digital competence of 56 prestige Beauty brands across four dimensions:site,digital marketing,social media,and mobile.Based upon more than 900 data points,brands are classified into five categories:Genius,Gifted,Average,Challenged,or Feeble.
Estee Lauder and Lancome share the number one ranking and are the only two Geniuses in the Index.Both brands lead the industry with innovative digital influencer partnerships,savvy online marketing,and best-in-class websites featuring real time customer service.Clinique,L'Oreal Paris,and M.A.C.Cosmetics capture the remaining top five spots as Gifted brands.
Among brands'own e-commerce pages,we also found that competition is evident across the industry.75%of brands in the study now incorporate user reviews,39%support auto-replenish sites,and 18%promote loyalty programs on their sites.Among the 15 brands(primarily mass)whose e-commerce strategy still relies primarily on online retail partners,27%have invested in tighter shopping cart integration over the past year.
Top 10 Beauty and Skincare brands with the highest digital IQ index:
1.Estee Lauder;digital IQ index:Genius
1.Lancome;digital IQ index:Genius
3.Clinique digital IQ index:Gifted
3.L'Oreal Paris
5.M.A.C.
6.Aveda
6.Maybelline
8.Kiehl's
8.L'Occitane en Provence
10.Bare Escentuals
10.benefit
10.Clarins
