Digital innovation think tank L2 released its inaugural Digital IQ Index: Personal Care, a comprehensive report assessing the digital performance of 75 U.S. brands over the past year in the following personal care categories: bath & body, deodorant & antiperspirant, diapers, oral care, shaving & hair removal, and tissue & hygiene. In addition to ranking the brands, this report also provides in-depth industry trend analysis, explores enterprise best practices, and includes a series of "Flash of Genius" brand case studies. Authored by Scott Galloway, L2 founder and NYU Stern clinical professor of marketing, this new Digital IQ Index: Personal Care study provides a quantitative and qualitative picture of how brands in the personal care industry are leveraging digital to drive sales online and in-store.
Galloway says, "Despite the advantage of enterprise best practices, most personal care brands still lag, digitally, behind their counterparts in other consumer segments. Opportunities for improvement lie in their ability to better translate digital investments into more integrated business strategy."
The top 10 rankings from L2's report are:
- Gillette/Gillette Venus
- Dove/Dove Men+Care
- Burt's Bees
- Olay, tied with Pampers
Other highlights from the study include:
- Of the six personal care categories L2 tracked, diaper brands had the highest average Digital IQ (120), while deodorant & antiperspirant brands registered the lowest (81).
- Male grooming brand Edge maintains the highest Facebook engagement rate of any brand in the study.
- Eighty-five percent of brands are present and active on Facebook, compared to 59% on Twitter and just 15% on Instagram.
- More than one-third of personal care brand sites currently have broken content links and almost 20% have broken e-commerce links.
- Procter & Gamble averaged the highest average enterprise Digital IQ (112), across its 13 brands included in the study.
- Fifth-seven percent of personal care brand sites attract fewer than 100K visitors per month.