While French brands continue to dominate the top ten spots in Gartner L2’s Digital IQ Index: Beauty France, there are fewer French brands among the biggest winners. Nevertheless, top brands retain their position through search, site and social media efforts.
1. Dior Digital IQ: 141
Dior sails into first place with high search visibility on key e-tailers—Sephora, Marionnaud and Nocibé. The brand also gains the highest visibility through Google Showcase Shopping ads for nonbranded fragrance-related keywords.
Yves Rocher’s average interactions per Instagram post are over twice that of other skin care brands
2. Yves Rocher Digital IQ: 134
Yves Rocher actively sends product discovery and discount emails, achieving the highest open rate in the Index. On social media, the label also boasts the highest total interactions and reach across tracked brands with French Facebook accounts.
3. Clarins Digital IQ: 132
Best in class guided selling features triumph for Clarins. They include an interactive product finder, how-to content and a branded blog, all equipped with “Buy Now” buttons to drive customers down the purchase funnel.
4. Maybelline Digital IQ: 131
Maybelline soars to fourth with the highest score for nonbranded search. This is coupled with strong investments in both complexion and color cosmetics Google text ads on mobile, with only multicategory brands achieving higher visibility.
5. Chanel Digital IQ: 128
Instagram has proved a boon for Chanel, as it claims the title for being the multicategory brand with the highest interactions per post. Moreover, its dedicated beauty account witnessed the greatest absolute community size growth.
6. Benefit Cosmetics Digital IQ: 127
Benefit Cosmetics rises in the ranks with the second highest score for branded search across devices. The brand successfully maintains high organic visibility across multiple keywords.
7. Lancôme Digital IQ: 126
A simple yet effective interactive product finder helps Lancôme shine this year. Using only two questions, the diagnostic tool churns out a customized skin care routine. It is the third most popular page on Lancôme’s site, receiving 4% of the site’s traffic.
8. Kiko Digital IQ: 125
Kiko boasts the best overall mobile experience and leads color cosmetic peers in unbranded mobile showcase ads. Additionally, it thrives thanks to a strong Instagram presence and Instagram Stories performance, plus the greatest community size growth in-category.
8. L’Oréal Paris Digital IQ: 125
L’Oréal bore improvements in all four dimensions to secure it a spot in this year’s top ten. The brand is one of the top social performers, nabbing the top position for YouTube performance thanks to effective promotions of the majority of its videos.
8. Yves Saint Laurent Digital IQ: 125
YSL succeeds with sophisticated site features, extensive guided selling options, including a shoppable interactive product finder tool, curated looks and ‘How-To’ guides.