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L2 Ranks Hair Care Brands' Digital Success

Posted: February 28, 2013

Digital innovation think tank L2's launched its first Digital IQ Index focusing on hair care and color. The report, which offers an excerpt available for download here, analyzes industry trends and best practices, and benchmarks the digital competence of 53 global hair care and color brands based on more than 675 data points across four dimensions: site, digital marketing, social media and mobile.

Of the report, L2 head of research and advisory Maureen Mullen commented, “The common thread among the success stories in hair care and color is a refusal to remain part of a suicide pact—relying on broadcast media and channels in structural decline." The report notes “While nearly every major consumer category reduced print spend from Q1 2011 to Q1 2012, personal care (including hair care and color) was up 7.1%... Similarly, television spend across personal care was up 8.8% in Q3 from a year ago” according to TVB.org with Kantar Media.

The report found that while many hair care and color brands offer instructional content on their sites, product recommendations integrated into such content can often leave something to be desired. Also, many health and beauty consumers were observed consulting brand e-mails to research products, more than any other source except websites. And L2 reported that only 47% of consumer hair care and color brands have a mobile-optimized site, as well as that consumers who read reviews on mobile devices viewed 21% more pages per visit.

Scott Galloway, professor of marketing at NYU Stern and founder of L2, writes in the report, “This study attempts to quantify the digital competence of 53 global hair care and color brands. Our aim is to provide a robust tool to diagnose digital strengths and weaknesses and help brands achieve greater return on incremental investment. Like the medium we are assessing, our methodology is dynamic, and we hope you will reach out to use with comments that improve our methodology, investigation and findings. You can reach me at scott@stern.nyu.edu.”

The rankings combined scores for brands’ sites (35% of the ranking), digital marketing (25%), mobile (20%) and social media presence and efforts (20%), with the following “Digital IQ Classes:” genius (140+ points), which denotes “digital competence is a point of differentiation for these brands;” gifted (100–139 points), noting that “digital presence is consistent with brand image and marketing efforts;” average (90–109 points), “digital presence is functional yet predictable;” challenged (70–89 points), “limited or inconsistent adoption of mobile and social media platforms. Sites lack inspiration and utility;” and feeble (< 70 points), where “investment does not match opportunity.”

The L2 rankings from this report were as follows:

  1. L’Oreal Paris (171 points)
  2. Aveda (151 points)
  3. Redken (145 points)
  4. Dove (136 points) and Kerastase (136 points)
  5. Garnier (135 points)
  6. L’Oreal Professionnel (130 points)
  7. Pantene (128 points)
  8. Bumble and bumble (126 points) and Matrix (126 points)
  9. Nice’n Easy (122 points)
  10. Wella (119 points)
  11. Axe (116 points), Head & Shoulders (114 points) and Herbal Essences (114 points)
  12. John Frieda (112 points), Neutrogena (112 points) Revlon (112 points)
  13. Tresemme (111 points)
  14. Schwarzkopf (109 points)
  15. Wen (108 points)
  16. American Crew (107 points)
  17. Carol’s Daughter (107 points)
  18. Paul Mitchell (105 points)
  19. Moroccan Oil (100 points)
  20. Ojon (97 points)
  21. Shu Uemura (96 points)
  22. Sebastian Professional (94 points)
  23. Aussie (93 points)
  24. Pureology (92 points)
  25. Joico (87 points) and Nioxin (87 points)
  26. Suave (85 points)
  27. Clairol (84 points)
  28. Aveeno (82 points)
  29. SoftSheen-Carson (81 points)
  30. Living Proof (80 points)
  31. Alberto VO5 (79 points)
  32. Fekkai (77 points)
  33. Mizani (76 points)
  34. Catwalk by Tigi (75 points)
  35. Nexxus (74 points) and Pravana (74 points)
  36. Rogaine (67 points)
  37. Just for Men (65 points)
  38. Bed Head Tigi (64 points)
  39. Got2B (58 points)
  40. Infusium23 (48 points)
  41. Organix (46 points)
  42. Pert Plus (38 points)
  43. Finesse (37 points)
  44. Selsun Blue (35 points)
  45. LA Looks (16 points)

Download the full excerpt of the report here for much more information and innovation ideas on boosting the digital presences of hair care and color brands.