L'Oréal Paris rose to the top with a strong site relaunch, its responsive multiscreen design and the industry’s largest YouTube community.
Amidst fierce competition, more than one-third of the brands assessed earned "Genius" or "Gifted" titles in the study, which was recently released.
“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," says Maureen Mullen, head of research and advisory at L2.
Top 20 Digital IQ Rankings:
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
In addition, the study noted that:
- Twenty percent of haircare and haircolor brands are categorized as "Feeble," compared with just 4% of the cosmetic and skincare brands featured in L2's 2012 Digital IQ Index: Beauty.
- YouTube sends 1.6x more traffic to professional brand sites, and 4.4x more traffic to consumer sites than Facebook. On YouTube, vloggers command 47% of first-page search results for brand terms than brand videos, which garner 20%—with only one-fifth of branded videos occupying the top spot.
- Nowhere is product diversion more evident than in Google search. Online retailers Amazon and Drugstore.com are purchasing against 74% and 43% of professional haircare and haircolor brand terms, respectively, on Google—despite not being authorized distributors.
- In the absence of ecommerce, 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.
The study is authored by New York University Stern School of Business clinical professor of marketing Scott Galloway and a team of researchers at L2.
It benchmarks the digital competence of 53 global haircare and haircolor brands on 675 data points across four dimensions: site, digital marketing, social media and mobile.
To download L2's full rankings and key highlights from the report, click here.
Watch L2's video on its findings by clicking here.
[Image courtesy of L2]