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Focus on Hair Care Digital Branding in Europe from L2

Posted: April 10, 2013

L2 released Hair Care & Color: EU Supplement, a supplement to its Digital IQ Index focusing on hair care and color. This supplement takes a deeper dive into industry trends and best practices in the EU 5 (France, Germany, Italy, Spain and the U.K.) hair care and color market, assessing 53 global hair care and color brands' digital competence across site, digital marketing, social media and mobile initiatives.

The study found that recession, anemic brand loyalty, and heavy discounting have cast clouds across Europe's hair care and color industry. As business declines, brands may be too easily swayed by headline macro risk to invest in key channels, namely digital:

The study also notes that some brands are looking to lessen their dependence on the more traditional media channels for marketing, branding and advertising, including:

Learn more about the digital efforts and effectiveness of hair care and color brands in Europe by downloading an excerpt of this report, as well as obtaining the information to order the full report, here.