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2013 Digital IQ Index: Hair Care & Color

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L2′s first Digital IQ Index®: Hair Care & Color benchmarks the digital competence of 53 Hair Care & Color brands based on more than 675 data points across four dimensions: Site, Digital Marketing, …

L2′s first Digital IQ Index®: Hair Care & Color benchmarks the digital competence of 53 Hair Care & Color brands based on more than 675 data points across four dimensions: Site, Digital Marketing, Social Media, and Mobile.

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  • 1. Excerpt from the Digital IQ Index : Hair Care & Color ® To access the full report, contact membership@L2ThinkTank.com Hair Care & ColorFebruary 28, 2013SCOTT GALLOWAYNYU SternCirculation of the report violates copyright, trademark and intellectual property laws. © L2 2013 L2ThinkTank.com
  • 2. Digital IQ Index®: Excerpt from the Digital IQ Index : Hair Care & Color ® February 28, 2013 To access the full report, contact membership@L2ThinkTank.com Hair Care & Color For Membership Inquiries Contact Info@L2ThinkTank.com Arms Race Watch the Hair Care & Color Video Click to Play The consumer Hair Care & Color industry is a fair-haired child of broadcast media. For decades, deep-pocketed multibrand enterprises have followed the same formula: celebrity spokespeople, television, and print ads to support a plethora of product launches. The result is a media arms race that erodes margins and has created a sea of (relatively) undifferentiated brands. W hile nearly every major consumer category reduced print spend from Q1 2011 to Q1 2012, Personal Care (including Hair Care & Color) was up 7.1 percent (Apparel & Accessories was the only other category to increase spend).1 Similarly, television spend across generating product content geared toward professionals—all of which have had mixed success. Product diversion has also intensified in recent years. A court case in 2010 revealed that approximately 20 percent of salon category sales have been diverted through non-authorized channels. Leading Personal Care was up 8.8 percent in Q3 from a year ago. 2 this charge are online retailers Amazon and Drugstore.com, With sales across the industry effectively flat, this arms race which have purchased search terms against 74 percent of is unsustainable. At present, 25 percent of consumer media professional Hair Care & Color brands, despite not being consumption is spent across digital channels, yet just three authorized distributors. percent of Hair Care & Color media dollars are allocated to Sales by Category Paid Media Spend vs. Media Consumption internet display ads. Hair Care & Color (Percent Growth) Hair Care & Color 2006–2011 U.S., 2012 Investing in Problems, Not Opportunities Percent of Paid Media Spend Percent of Time Spent 5.6% The professional side of the business faces even more 4.8% 0.8% 0.2% 52% challenges constrained by a distribution channel that is in 45% structural decline. From 2006 to 2011, salon Hair Care sales Two-in-One Conditioners Colorants Styling Shampoos Salon Hair Care 40% Products Agents declined 15.8 percent as consumers traded down to mass alternatives. Despite the fall, brands have continued to divert -2.2% 25% resources away from more effective and lucrative opportunities and just six professional brands sell direct to consumer. Digital 5% investment instead has centered on shoring up declining 3% -15.8% channels, building portals, updating educational tools and Television Print Internet Display 1. Publishers Information Bureau with Kantar Media as cited by MPA, April 4, 2012. Source: “Hair Care in the US,” Euromonitor International, June 2012. Source: Kantar Media, 2012; “Average Time Spent per Day with Major 2. TVB.org with Kantar Media. Media by US Adults,” eMarketer, October 2012.© L2 2013 L2ThinkTank.com. Circulation of the report violates copyright, trademark and intellectual property laws. 2
  • 3. Digital IQ Index®: Excerpt from the Digital IQ Index : Hair Care & Color ® February 28, 2013 To access the full report, contact membership@L2ThinkTank.com Hair Care & Color For Membership Inquiries Contact Info@L2ThinkTank.com Internet Retailing, as a Percent of Total Sales Personal Care, by Category, 2011 Sets / Kits Skin Care Fragrance Bath /Shower Color Cosmetics Depilators Sun Care Baby Men’s Oral Care Hair Deodorants 17% 12.1 6.3% 5.1% 5.0% 3.4% 3.0% 2.6% 1.9% 1.6% 0.9% 0.3% Source: “Hair Care in the US,” Euromonitor International, June 2012. Disrupters and the Suicide Pact The Opportunity The common thread among success stories in Hair Care & This study attempts to quantify the digital competence Color is a refusal to remain part of a suicide pact—relying on of 53 global Hair Care & Color brands. Our aim is to media and channels in structural decline. Specifically: provide a robust tool to diagnose digital strengths and weaknesses and help brands achieve greater return • Estée Lauder brands Aveda and Bumble and bumble on incremental investment. Like the medium we are challenge traditional distribution, and buttress strong salon assessing, our methodology is dynamic and we hope legacies, by expanding into Sephora and department you will reach out to us with comments that improve our stores. Both also maintain robust direct-to-consumer methodology, investigation, and findings. You can reach e-commerce businesses. me at scott@stern.nyu.edu. • Cross-category consumer players, including L’Oréal Paris and Garnier, recognize the shifting tides of influence and have invested in robust online retail partner integration and tapped into influential vlogger channels. Scott Galloway Professor of Marketing, NYU Stern • Guthy-Renker has extended its replenishment model to Founder, L2 its Hair Care brand WEN, coupling direct response and e-commerce. • High-growth consumer brand Organix does not invest in TV, reallocating resources/efforts to print, speed to market abilities, and product innovation.© L2 2013 L2ThinkTank.com. Circulation of the report violates copyright, trademark and intellectual property laws. 3
  • 4. Digital IQ Index®: Excerpt from the Digital IQ Index : Hair Care & Color ® February 28, 2013 To access the full report, contact membership@L2ThinkTank.com Hair Care & Color For Membership Inquiries Contact Info@L2ThinkTank.comAbout the Ranking The Methodology 35% 40% 25% 30% 20% 20% 20% Media 10% Site Digital Marketing Digital Marketing Mobile Mobile Social Media Social Effectiveness of Brand Site 75% Search, Display, and Email Marketing Efforts Search, Display, and Email Marketing Efforts Compatibility, Optimization, and Compatibility, Optimization, and BrandBrand Presence, Community Size, Presence, Community Size, Site Technology Content 88% Functionality & and Tablet Experience Search: Search: Marketing on on Smartphones, and Tablets Marketing Smartphones and Tablets Content, and Engagement Content, and Engagement Site Search Navigation & Product / Site Search, Technology, and Navigation Traffic, SEM, SEO, Web Authority
 Traffic, SEM, SEO, Web Authority
 Mobile Site: Mobile Site: Facebook: Facebook: Reservations Customer Service & Store/Salon Locator, Product Compatibility, Functionality, Transaction Compatibility, Functionality, Transaction Likes, Likes, Growth,& Applications, Growth, Tabs Tabs & Applications, Advertising and Innovation: Advertising and Innovation: Property Pages and Destination Guides Page, E-Commerce & Transaction Orientation, Capability Capability Responsiveness, Interaction Rate Rate Responsiveness, Interaction Display, Retargeting, Cross-Platform Initiatives Display, Retargeting, Cross-Platform Initiatives Customer Service Account & Personalization, EU5 Footprint iOS Applications (both iPhone & iPad): iOS Applications (both iPhone & iPad): Twitter: Twitter: Account Functionality and Loyalty Programs Blog && Other User-Generated Content: Blog Other User-Generated Content: Professional Resources (professional brands only) Availability, Popularity, Functionality Availability, Popularity, Functionality Followers, Growth, Frequency, Followers, Growth, Frequency, Mentions, Sentiment Mentions, Sentiment Brand Translation 25% Brand Translation 12% OnlineOnline Voice
 Voice
 Innovation: Android: Aesthetics Email: Email: Aesthetics, Messaging & Visuals Geolocal, Recent Brand Initiatives Availability, Popularity, Functionality YouTube: YouTube: Messaging and Visuals Frequency, Content, Innovation Segmentation Frequency, Content, Innovation, (provided by Code and Theory) Search Visibility, Views, Number Search Visibility, Views, Number (Provided by SapientNitro) and Trigger Emails Innovation: of Uploads, Subscriber Growth, of Uploads, Subscriber Growth, Geolocal, Recent Brand Initiatives Viral Videos Viral Videos Emerging Social Media: TripAdvisor: Instagram,and Social Pinterest, Tumblr Site Google+, Media Integration, Brand Responsiveness, Number of Reviews Emerging Social Media: Instagram, Google+, Pinterest, Tumblr Digital IQ ClassesGenius  140+ Gifted  110–139 Average  90–109 Challenged  70–89 Feeble  < 70Digital competence is a point of Brands are experimenting and innovating Digital presence is functional Limited or inconsistent adoption of Investment does notcompetitive differentiation for these brands. across site, mobile, and social platforms. yet predictable. Efforts are mobile and social media platforms. match opportunity.Creatively engineered messaging reaches Digital presence is consistent with brand often siloed across platforms. Sites lack inspiration and utility.consumers a a variety devices and intravelers onon variety of of devices and image and larger marketing efforts.many online environments.© L2 2013 L2ThinkTank.com. Circulation of the report violates copyright, trademark and intellectual property laws. 4
  • 5. Digital IQ Index®: Excerpt from the Digital IQ Index : Hair Care & Color ® February 28, 2013 To access the full report, contact membership@L2ThinkTank.com Hair Care & Color For Membership Inquiries Contact Info@L2ThinkTank.comDigital IQ RankingGenius, Gifted GENIUSRANK BRAND DIGITAL IQ Rank BRAND DIGITAL IQ Rank BRAND DIGITAL IQ L’Oréal Paris Aveda Redken Genius Gifted GIFTED1 Dove 4 136 11 122 Kérastase Garnier L’Oréal Professionnel Unilever Procter & Gamble Pantene Bumble and bumble Matrix 171 Nice ‘n Easy Wella 4 136 12 119 Head & Shoulders AXE Herbal Essences L’Oréal Procter & Gamble John Frieda Neutrogena Revlon L’Oréal TRESemmé AVERAGE 6 135 13 116 Schwarzkopf WEN2 L’Oréal Unilever American Crew Carol’s Daughter Paul Mitchell Moroccanoil Ojon Shu Uemura Art of Hair 151 7 130 14 114 Sebastian Professional Aussie Pureology L’Oréal Procter & Gamble CHALLENGED Joico Nioxin Suave Clairol Professional Estée Lauder Companies 8 128 14 114 Aveeno SoftSheen-Carson Living proof. Procter & Gamble Procter & Gamble Alberto VO5 Fekkai Mizani3 Catwalk by TIGI Nexxus 9 126 16 112 Pravana FEEBLE Rogaine 145 The Estée Lauder Companies Kao Corp Just for Men TIGI Bed Head got2b Infusium 23 Organix 9 126 16 112 Pert Plus Finesse Selsun Blue L’Oréal L’Oréal Johnson & Johnson L.A. Looks© L2 2013 L2ThinkTank.com. Circulation of the report violates copyright, trademark and intellectual property laws. 5
  • 6. Digital IQ Index®: Excerpt from the Digital IQ Index : Hair Care & Color ® February 28, 2013 To access the full report, contact membership@L2ThinkTank.com Hair Care & Color For Membership Inquiries Contact Info@L2ThinkTank.comDigital IQ RankingGifted, Average, Challenged GENIUSRank BRAND DIGITAL IQ Rank BRAND DIGITAL IQ Rank BRAND DIGITAL IQ L’Oréal Paris Aveda Redken Gifted GIFTED Dove 16 112 25 100 31 87 Kérastase Garnier L’Oréal Professionnel Revlon Moroccanoil Procter & Gamble Pantene Bumble and bumble Matrix Nice ‘n Easy Wella 19 111 26 97 33 85 Head & Shoulders AXE Herbal Essences Unilever The Estée Lauder Companies Unilever John Frieda Neutrogena Revlon Average TRESemmé AVERAGE 20 109 27 96 34 84 Schwarzkopf WEN American Crew Henkel L’Oréal Procter & Gamble Carol’s Daughter Paul Mitchell Moroccanoil Ojon Shu Uemura Art of Hair 21 108 28 94 35 82 Sebastian Professional Aussie Pureology Guthy-Renker Procter & Gamble Johnson & Johnson CHALLENGED Joico Nioxin Suave Clairol Professional 22 107 29 93 36 81 Aveeno SoftSheen-Carson Living proof. The Colomer Group Procter & Gamble L’Oréal Alberto VO5 Fekkai Mizani Catwalk by TIGI Nexxus 22 107 30 92 37 80 Pravana FEEBLE Rogaine Carol’s Daughter L’Oréal Living Proof Just for Men TIGI Bed Head got2b Challenged Infusium 23 Organix 24 105 31 87 38 79 Pert Plus Finesse Selsun Blue John Paul Mitchell Systems Shiseido * Unilever/High Ridge Brands L.A. Looks* Ownership by High Ridge Brands in the U.S. and Puerto Rico; ownership by Unilever outside the U.S. and the Puerto Rico© L2 2013 L2ThinkTank.com. Circulation of the report violates copyright, trademark and intellectual property laws. 6
  • 7. Digital IQ Index®: Excerpt from the Digital IQ Index : Hair Care & Color ® February 28, 2013 To access the full report, contact membership@L2ThinkTank.com Hair Care & Color For Membership Inquiries Contact Info@L2ThinkTank.comDigital IQ RankingChallenged, Feeble GENIUSRank BRAND DIGITAL IQ Rank BRAND DIGITAL IQ Rank BRAND DIGITAL IQ L’Oréal Paris Aveda Redken Challenged GIFTED Dove 39 77 46 64 53 16 Kérastase Garnier L’Oréal Professionnel Procter & Gamble Unilever Golden Sun Pantene Bumble and bumble Matrix Nice ‘n Easy Wella 40 76 47 58 Head & Shoulders AXE Herbal Essences L’Oréal Henkel John Frieda Neutrogena Revlon TRESemmé AVERAGE 41 75 48 48 Schwarzkopf WEN American Crew Unilever Helen of Troy Carol’s Daughter Paul Mitchell Moroccanoil Ojon Shu Uemura Art of Hair 42 74 49 46 Sebastian Professional Aussie Pureology Unilever Vogue International CHALLENGED Joico Nioxin Suave Clairol Professional 42 74 50 38 Aveeno SoftSheen-Carson Living proof. Pravana Helen of Troy Alberto VO5 Fekkai Mizani Feeble Catwalk by TIGI Nexxus 44 67 51 37 Pravana FEEBLE Rogaine Johnson & Johnson Lornamead Just for Men TIGI Bed Head got2b Infusium 23 Organix 45 65 52 ® 35 Pert Plus Finesse Selsun Blue Combe Sanofi L.A. Looks© L2 2013 L2ThinkTank.com. Circulation of the report violates copyright, trademark and intellectual property laws. 7
  • 8. Digital IQ Index®: Excerpt from the Digital IQ Index : Hair Care & Color ® February 28, 2013 To access the full report, contact membership@L2ThinkTank.com Hair Care & Color For Membership Inquiries Contact Info@L2ThinkTank.comKey Findings Site Content and Commerce More than half of the brands in the Index provide instructional content on their sites, including text, videos, or interactive tools, such as a diagnostic quizzes. A majority Instructional Content: Consumer Brands of consumer brands feature interactive tools (57 percent), January 2013, n=30 while professional brands favor both text and video content. Presence on Site Link to Product Page Buy Online Button However, this content is often poorly integrated with the purchase experience. 60% 50% 57% Of brands with interactive tools, just 16 percent save 33% 33% 40% 7% 0% 23% product recommendations to the user’s account for future reference. Fifty-two percent prompt the user to print results, and no more than a third encourage sharing via social media or email. Instructional Text Instructional Video Interactive Tool Instructional Content: Professional Brands January 2013, n=23 Presence on Site Link to Product Page Commerce (Buy Online/Salon Locator) 61% 57% 35% 48% 26% 22% 43% 9% 22% Visitors who view how-to content in Bumble and bumble’s lookbook can add related products directly to the shopping cart. Instructional Text Instructional Video Interactive Tool© L2 2013 L2ThinkTank.com. Circulation of the report violates copyright, trademark and intellectual property laws. 8
  • 9. Digital IQ Index®: Excerpt from the Digital IQ Index : Hair Care & Color ® February 28, 2013 To access the full report, contact membership@L2ThinkTank.com Hair Care & Color For Membership Inquiries Contact Info@L2ThinkTank.comKey Findings Site You’ve Got Mail Health and beauty consumers consult brand emails to research products more than any other source, except Consumer-Facing Account Data Capture websites.3 Sixty-three percent of consumer brands provide Consumer and Professional Brands newsletter signup, either directly (27 percent) and/or in tandem January 2013, n=23 with the account (37 percent). Consumer brands Carol’s Daughter and Ojon notably streamline the process to occur on 39% the homepage, rather than via a link. 22% Professional brands segment between consumers and 17% salon professionals by offering distinct accounts for each (26 and 78 percent of brands, respectively). Advanced data 4% capture is not common; less than a quarter of professional accounts capture salon location or product usage patterns. For the 23 consumer-facing accounts, just 39 percent Hair Type Product Usage Country Selection Language Selection capture hair characteristics and 22 percent collect product usage details. Abandoned-cart emails generate higher conversion rates (21 percent) than loyalty and bulk email combined.4 WEN, Ojon, and Aveda stand out for their timely abandoned cart emails, and all three receive an above-average proportion Professional-Facing Account Data Capture of site traffic from email, though none surpass Carol’s January 2013, n=18 Daughter’s 25 percent. 83% 44% 22% 17% 6% 6% WEN sends a trio of Professional Country Salon Product License Salon Size abandoned cart emails to recapture lost sales. Position Selection Location Usage Number 3. “Summer 2012 Online Shopper Intelligence Survey,” Compete, August 16, 2012. 4. “Shopping Cart Abandonment Emails Generate $17.90 per Email,” SeeWhy, June 22, 2011.© L2 2013 L2ThinkTank.com. Circulation of the report violates copyright, trademark and intellectual property laws. 9
  • 10. Digital IQ Index®: Excerpt from the Digital IQ Index : Hair Care & Color ® February 28, 2013 To access the full report, contact membership@L2ThinkTank.com Hair Care & Color For Membership Inquiries Contact Info@L2ThinkTank.comKey Findings Mobile Mobile Consumer Brands Mobile Site & HTML5 Adoption Mobile Application Adoption Rates While more than a fifth of global monthly searches for brands Consumer Brands Consumer Brands January 2013, n=30 January 2013, n=30 in the Index occur via a mobile device, only 47 percent of consumer brands have invested in mobile-optimized sites. 47% 23% Furthermore, 20 percent of these brands fail to redirect users Mobile Optimized to the mobile-optimized version. Ojon, Neutrogena, and WEN have implemented m-commerce. Most consumer brands face the challenge of integration with online retailers and only five (Aussie, Dove, Garnier, Nice ‘n Easy, 17% and L’Oréal Paris) have optimized the process for mobile. 43% 13% The dollar value of mobile’s influence on in-store sales will Not Mobile Optimized dwarf that of m-commerce.5 Consumers who read product reviews on their mobile devices view 21 percent more pages 7% 3% per visit.6 Catering to this trend, 80 percent of mobile sites HTML5 Partial provide user ratings and reviews, though just 33 percent include an option to filter or sort. Less than a quarter of consumer brands have released apps for iPhone, iPad, or Android. Apps generally feature one-off diagnostic tools and product recommendations. Aveda’s are the only consumer-facing apps to integrate with iPhone iPad Android the user’s desktop account. iOS Functionality: Consumer-Facing Apps Percentage of Consumer and Professional Brand Apps with the Following Features January 2013, n=17 41% 29% 29% 29% 18% 123 How-To Content Diagnostic Quiz Salon / Store Locator Product Catalog Virtual Makeover 5. “The dawn of mobile influence: Discovering the value of mobile in retail,” Deloitte Digital, July 2012. 6. “User reviews play critical role in getting mobile commerce to scale,” Lauren Johnson, February 14, 2013,© L2 2013 L2ThinkTank.com. Circulation of the report violates copyright, trademark and intellectual property laws. 10
  • 11. Digital IQ Index®: Excerpt from the Digital IQ Index : Hair Care & Color ® February 28, 2013 To access the full report, contact membership@L2ThinkTank.com Hair Care & Color For Membership Inquiries Contact Info@L2ThinkTank.comKey Findings Social Media Facebook continued With more than 20 million fans across its 45 international pages, AXE tops the Facebook fan race. AXE also registers the largest individual page, followed by three other multicategory Top 5: Facebook Brands brands (L’Oréal Paris, Garnier, and Neutrogena). Accordingly, Consumer Brands: Number of “Likes” by the Unilever brand receives more traffic from social properties Aggregate Global Community Size than any other brand, at 21 percent. January 2013 Dove and Shu Uemura Art of Hair have adopted Facebook Global Pages, enabling easier page management while still delivering locally relevant content. 20,270,841 likes 15,126,474 likes 12,528,651 likes 6,965,946 likes 6,591,634 likes AX E L’Oréal Paris Dove Pantene Garnier Key Europe North America Asia South America Top 5: Facebook Brands Africa/MENA Professional Brands: Number of “Likes” by Global Aggregate Global Community Size January 2013 Total “Likes” 1,276,479 likes 1,207,353 likes 799,256 likes 718,224 likes 664,870 likes Wella L’Oréal Professional Kérastase Aveda Schwarzkopf© L2 2013 L2ThinkTank.com. Circulation of the report violates copyright, trademark and intellectual property laws. 11
  • 12. Digital IQ Index®: Excerpt from the Digital IQ Index : Hair Care & Color ® February 28, 2013 To access the full report, contact membership@L2ThinkTank.com Hair Care & Color For Membership Inquiries Contact Info@L2ThinkTank.comKey Findings Social Media Percent of Upstream Traffic YouTube Video Optimization YouTube By Social Media Platform January 2013 Vloggers January 2013, n=53 Vlogger Most Viewed, n=48 4.0% Consumers who read beauty blogs or look for online tutorial Branded Most Viewed, n=48 videos register higher purchase rates of hair styling products (81 and 75 percent, respectively) than average (57 percent).7 92% 88% The importance of video to the industry is further evidenced by an analysis of upstream traffic to brand sites: YouTube contributes 1.6 times more traffic to professional brand sites 58% and 4.4 times more traffic to consumer sites than Facebook. On YouTube, vloggers command a larger portion 1.4% (47 percent) of first-page search results for brand terms than 38% brand videos (20 percent), with only a fifth of branded videos 0.9% 0.9% occupying the top spot. Moreover, vlogger videos featuring brands average 3.3 times as many views as the most- 0.1% viewed videos on the brand channels. 0.0% Recognizing the influence of beauty vloggers across YouTube, six brands advertise on popular user-generated Consumer Professional Brand Name Product Name videos, including those produced by vlogger Blair Fowler n=24 n=24 in Description in Description (JuicyStar07) and Luxy Hair duo Mimi and Leyla. In addition, 58 percent of consumer brand channels and 20 percent of professional brand channels are experimenting with some form of user-generated content. Channel UGC Integration by Type January 2013, n=23 Vloggers are also more adept at promoting products, with 88 percent listing the products used in the video description, versus 38 percent of the most-viewed videos on brand channels. Only 11 percent of brands married content and Produced Testimonials commerce by linking to product pages from video descriptions. The standard practice for vloggers is to solicit and 58% Solicited Reviews respond to user comments, and 20 percent of brands e.g. Aussie’s “Everyday Miracles” 47% e.g. Aveeno’s ExpoTV Reviews similarly employ YouTube as a customer service channel. Suave Beauty, for example, regularly answers user Uploaded Vlogger Videos 42% questions about featured products and recommends Links to Vlogger Videos resources on the brand’s site for more information. e.g. Dove’s partnership with Vlogger Jordan Reid 16% e.g. Living Proof’s playlists 7. “Beauty Online – US,” Mintel Group, December 2012.© L2 2013 L2ThinkTank.com. Circulation of the report violates copyright, trademark and intellectual property laws. 12
  • 13. Digital IQ Index®: Excerpt from the Digital IQ Index : Hair Care & Color ® February 28, 2013 To access the full report, contact membership@L2ThinkTank.com Hair Care & Color For Membership Inquiries Contact Info@L2ThinkTank.comAbout L2 ? L2 is a think tank for digital innovation. Upcoming Events lunch :  mobile and tablets We are a membership organization that brings together thought leadership from academia and industry to drive digital marketing innovation. February 28, 2013 · London L U N C H :   A PA C & C H I N A Resear ch March 14, 2013 · New York Digital IQ Index : The definitive benchmark for online competence, Digital IQ Index reports score brands ® ® clinic :  social cRm against peers on more than 600 quantitative and qualitative data points, diagnosing their digital strengths April 4, 2013 · New York and weaknesses. L2 Collective®: Series of benchmarking reports designed to help member brands better understand resources, human capital, budgets, and priorities supporting digital strategies. Upcoming Research EVEN T S D igital I Q I nde x ® Re p o rts : Forums: Big-picture thinking and game-changing innovations meet education and entertainment. Beer The largest gatherings of prestige executives in North America. CPG: Personal Care 300+ attendees r esea r ch su p p lements : Clinics: Executive education in a classroom setting with a balance of theory, tactics, China: Fashion and case studies. Hair: Europe 120 –180 attendees intelligence r e p o rts : Working Lunches: Members-only lunches led by digital thought leaders and academics. APAC Topic immersion in a relaxed environment that encourages open discussion. Video Platforms 40–80 attendees consulting Advisory Services: L2 works with brands to garner greater return on investment in digital initiatives. Advisory work includes Digital Roadmaps, Social Media Strategy, and Organizational Strategy engagements. MEMBER SHIP For membership info and inquiries: membership@L2ThinkTank.com© L2 2013 L2ThinkTank.com. Circulation of the report violates copyright, trademark and intellectual property laws. 13
  • 14. Digital IQ Index®: Excerpt from the Digital IQ Index : Hair Care & Color ® February 28, 2013 To access the full report, contact membership@L2ThinkTank.com Hair Care & Color For Membership Inquiries Contact Info@L2ThinkTank.comTable of ContentsClick Logo to Return 5 Methodology 13 Key Findings 37 Flash of Genius 13 Digital IQ Distribution 37 Herbal Essences and Garnier: En Español, Por Favor 6 Digital IQ Rankings 14 Enterprise Value 38 TRESemmé, Aveeno, John Frieda, Dove, and 6 Genius Site Nexxus: One-Stop (Mobile) Shop 9 Gifted 15 Driving to Salons 39 Bumble and bumble: New Distribution Channels 10 Average 16 Third Party Handoff 40 Paul Mitchell: Curl-i-cues 10 Challenged 17 Content and Commerce 41 L’Oréal USA Professional Products Division: Tips 11 Feeble 18 Engaging Salon Professionals From the Masters 19 En Español, Por Favor 42 Procter & Gamble and American Crew: E-School 20 You’ve Got Mail 43 TRESemmé: Style Network Digital Marketing 44 Carol’s Daughter, Rogaine, Aveda, Ojon, and L’Oréal 21 Paid Search Paris: Supply and (Personalized) Demand 22 Organic Search 45 Pantene and Head & Shoulders: Famous Faces Mobile 47 L’Oréal Professionnel: Bubble Burst 23 Mobile: Consumer Brands 24 Mobile: Professional Brands 48 L2 Team Social Media 25 Facebook 49 About L2 27 Facebook Community Size: Over and Under Achievers 28 Facebook: Size vs. Engagement 29 YouTube 31 YouTube: Vloggers 32 YouTube: Video Content 33 Twitter 34 Emerging Platforms 35 Instagram 36 Pinterest© L2 2013 L2ThinkTank.com. Circulation of the report violates copyright, trademark and intellectual property laws. 14
  • 15. Excerpt from the 2013 Hair Care & Color To access the full report, contact membership@L2ThinkTank.com A Think Tank for DIGITAL INNOVATION51 East 12th Street, 2nd FloorNew York, NY 10003 © L 2 2013 L 2 ThinkTank.com Reproductions ProhibitedL2ThinkTank.com This report is the property of L2 Think Tank. No copyrighted materials may be reproduced, redistributed, or transferredinfo@L2ThinkTank.com without prior consent from L2. L2 reports are available to L2 Members for internal business purposes.

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