Gartner for Marketers Research

Gartner L2 Digital IQ Index November 14, 2019

Beauty US 2019

Amid what was feared to be a “retail apocalypse” during the last several years, beauty remained a bright spot in part due to a swarm of new market entrants and product innovations in the color cosmetics category. While innovation in color cosmetics brought short-term gains, consumer preferences are shifting. Both traffic to color cosmetics brand sites and the search volumes for category keywords have declined, forcing legacy brands to identify pockets of growth. In the place of waning consumer interest in color cosmetics, skin care has skyrocketed. Brands are trying to secure a piece of the pie yet face increasing competition from smaller indie brands on core retailer websites.

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    Rankings

    123 Brands

    Key

    • Genius

    • Gifted

    • Average

    • Challenged

    • Feeble

    Rank

    Brand

    Class

    1

    Maybelline

    Genius

    2

    Clinique

    Genius

    3

    Fenty Beauty

    Gifted

    3

    Neutrogena

    Gifted

    3

    Tarte

    Gifted

    6

    MAC Cosmetics

    Gifted

    7

    NYX

    Gifted

    7

    Urban Decay

    Gifted

    9

    Charlotte Tilbury

    Gifted

    10

    Morphe Brushes

    Gifted

    11

    Lancôme

    Gifted

    12

    Estée Lauder

    Gifted

    12

    Kiehl's

    Gifted

    14

    Bobbi Brown

    Gifted

    14

    Dior

    Gifted

    14

    Glossier

    Gifted

    17

    Anastasia Beverly Hills

    Gifted

    17

    e.l.f. Cosmetics

    Gifted

    19

    Too Faced Cosmetics

    Gifted

    20

    Giorgio Armani Beauty

    Gifted

    20

    Olay

    Gifted

    20

    bareMinerals

    Gifted

    23

    Chanel

    Gifted

    23

    L'Oreal Paris

    Gifted

    25

    Milk Makeup

    Gifted

    25

    Yves Saint Laurent

    Gifted

    27

    Burt's Bees

    Gifted

    27

    Huda Beauty

    Gifted

    27

    NARS Cosmetics

    Gifted

    30

    Tatcha

    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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