Gartner for Marketers Research

Gartner L2 Digital IQ Index March 9, 2018

Beauty U.S. 2018

The explosive growth of the beauty category in recent years is waning, challenging brands to find fresh pockets of growth. Distribution channel expansion, particularly on Amazon, has forced brands to rethink assortment tactics that drove discoverability on traditional growth channels like Sephora. Instagram interactions, once the lifeblood of color cosmetics brands, also declined for the first time. To combat a saturated market, winning brands deploy sophisticated promotional email tactics, secure visibility on unbranded Google search terms and commit to delivering robust merchandising experiences on brand sites.

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    Rankings

    124 Brands

    Key

    • Genius

    • Gifted

    • Average

    • Challenged

    • Feeble

    Rank

    Brand

    Class

    1

    Tarte

    Genius

    2

    Maybelline

    Genius

    3

    NYX

    Genius

    4

    Glossier

    Gifted

    5

    MAC Cosmetics

    Gifted

    6

    Neutrogena

    Gifted

    6

    Urban Decay

    Gifted

    8

    L'Oreal Paris

    Gifted

    9

    Fenty Beauty

    Gifted

    10

    Estée Lauder

    Gifted

    11

    Lancôme

    Gifted

    11

    Too Faced Cosmetics

    Gifted

    13

    e.l.f. Cosmetics

    Gifted

    14

    Clinique

    Gifted

    15

    Dior

    Gifted

    16

    Benefit Cosmetics

    Gifted

    17

    Bobbi Brown

    Gifted

    17

    Kiehl's

    Gifted

    19

    Olay

    Gifted

    20

    Charlotte Tilbury

    Gifted

    21

    Anastasia Beverly Hills

    Gifted

    21

    NARS Cosmetics

    Gifted

    23

    Smashbox Cosmetics

    Gifted

    24

    Chanel

    Gifted

    24

    Essie

    Gifted

    26

    Giorgio Armani Beauty

    Gifted

    27

    IT Cosmetics

    Gifted

    27

    bareMinerals

    Gifted

    29

    Garnier

    Gifted

    29

    Kat Von D

    Gifted

    Digital IQ Score By Dimension

    Clear

    Key

    • Site & E-Commerce

    • Digital Marketing

    • Mobile & Tablets

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    Digital IQ Year-Over-Year

    Active View:

    Key

    • Genius

    • Gifted

    • Average

    • Challenged

    • Feeble

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