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.
Gartner L2 Digital IQ Index March 9, 2018
Beauty U.S. 2018
Rankings
124 Brands
Key
-
Genius
-
Gifted
-
Average
-
Challenged
-
Feeble
-
Rank Unavailable
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
17
17
19
20
21
21
23
24
24
26
27
27
29
29
Digital IQ Score By Dimension
Clear
Key
-
Site & E-Commerce
-
Digital Marketing
-
Mobile & Tablets
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