L’Oréal Paris Tops L2’s Digital IQ Index®: Hair Care & Color - Aveda & Redken Round Out Top 3, Also Named Digital “Geniuses”

Share Article

L2 Measures Digital Aptitude of 53 Global Hair Care & Color Brands

News Image
The common thread among the success stories in Hair Care & Color is a refusal to remain part of a suicide pact—relying on broadcast media and channels in structural decline.

L'Oréal Paris took the top spot in L2’s inaugural Digital IQ Index®: Hair Care & Color study. Amidst fierce competition, L'Oréal Paris rose to the top with a strong site relaunch, responsive multi-screen design, and the industry’s largest YouTube community. This inaugural report, authored by Scott Galloway, NYU Stern Clinical Professor of Marketing, and a team of researchers at L2 Think Tank, benchmarks the digital competence of 53 global Hair Care & Color brands on 675 data points across four dimensions: Site, Digital Marketing, Social Media, Mobile.

Download the full rankings and an excerpt of the report:

Watch the original video highlighting key findings: :

Top 20 Digital IQ Ranking:
1. L'Oréal Paris    
2. Aveda    
3. Redken
4. Kérastase    
4. Dove     
6. Garnier    
7. L'Oréal Professionel    
8. Pantene    
9. Bumble and bumble     
9. Matrix    
11. Nice ‘n Easy
12. Wella
13. Axe
14. Head & Shoulders
14. Herbal Essences
16. John Frieda
16. Neutrogena
16. Revlon
19. TREsemmé
20. Schwarzkopf

“The common thread among the success stories in Hair Care & Color is a refusal to remain part of a suicide pact—relying on broadcast media and channels in structural decline."
-Maureen Mullen, Head of Research & Advisory, L2 Think Tank

Supplement Highlights:

Twenty percent of Hair Care & Color brands are categorized as Feeble, compared with just four percent of the cosmetics and skin care brands featured in the 2012 Digital IQ Index®: Beauty.

YouTube Influence
YouTube sends 1.6 times more traffic to professional brand sites and 4.4 times more traffic to consumer sites than Facebook. On YouTube, vloggers command a larger portion (47 percent) of first-page search results for brand terms than brand videos (20 percent), with only one-fifth of branded videos occupying the top spot.

Nowhere is product diversion more evident than on the battlefield of Google search. Online retailers Amazon and Drugstore.com are purchasing against 74 percent and 43 percent of professional Hair Care & Color brand terms, respectively, on Google, despite not being authorized distributors.

Third-Party Handoff
In the absence of e-commerce, consumer brands integrate with third party retailers on their own sites. Ten brands link directly to a retail partner's product page and just three use an on-site cart to hand off to the retailer for checkout and fulfillment.

About L2
L2 is a think tank for digital innovation. Founded by NYU Stern Clinical Professor of Marketing Scott Galloway, L2 helps prestige brands navigate the digital marketing landscape through events, research, and advisory services. The L2 Digital IQ Index® is the global, seminal benchmark for digital performance of brands and the largest and most robust study of its kind. Rankings are published annually across numerous industries, including: Luxury, Beauty, Retail, Travel, Spirits, Auto, and consumer packaged goods. For more information, visit: http://www.l2thinktank.com

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Johanna Cox
L2 Think Tank
(202) 577-8936
Email >

Johanna Cox
Follow us on