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.
New York, NY (PRWEB) February 27, 2013
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
7. L'Oréal Professionel
9. Bumble and bumble
11. Nice ‘n Easy
14. Head & Shoulders
14. Herbal Essences
16. John Frieda
“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
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 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.
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.
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