New York-based researcher L2 ThinkTank released its latest Digital Beauty report ranking the activities of the top cosmetics companies in the U.S. and reports that it is France-based beauty leader L’Oréal that is making the biggest waves.
Lancome, Kiehl’s, and L’Oréal Paris were named (in that order) as the top three ‘Genius’ brands in L2’s report; which ranks the digital competence of the top beauty brands, naming only six as ‘Genius’ (Benfit, Bobbi Brown, and Estée Lauder completing the set).
Top of the pops
In the top spot, Lancome has been commended for its mobile and tablet site upgrades, enhancing the experience and they have paid dividends for the brand.
It has also benefitted from an improved Amazon presence, as well as integrating make-up tips, video how-to’s and social promotions throughout its e-commerce experience.
In second place, Kiehl’s has attracted attention by exploiting vertical retail presence with location-based text alerts. It has also adopted a Snap & Shop mobile app strategy, which employs QR Code technology to allow passers-by the ability to shop from the walls of stores under construction.
Only slightly behind, L’Oréal Paris has set standard in-site personalization with recommendations that extend across devices. It is the ‘video leader’ and continues to extend its reach through the Destination Beauty channel.
Digital competence
L2 comments that Genius brands see digital competence as a point of competitive differentiation. “Creatively engineered messaging reaches travelers on a variety of devices and in many online environments.”
According to the report, in 2013 the Beauty sector will register 6% growth. E-commerce in Beauty is projected to grow a staggering 29.1% too, which is the best growth of all the (soft goods) sectors online.
L2’s fifth Beauty report can be seen here .