Gartner for Marketers Research

Gartner L2 Digital IQ Index May 17, 2018

Personal Care U.S. 2018

Personal care brands are fighting off threats from all angles: new entrants to the marketplace are gaining Google search visibility on high-growth ingredient terms, direct-to-consumer and subscription models are providing differentiated consumer experiences around guided selling and personalization, and the retail ecosystem continues to put downward pressure on pricing. While enterprises have fought back through costly acquisitions, opportunities remain for traditional CPG organizations to incorporate learnings from the winners into their digital strategies.

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    Personal Care U.S. 2018

    Direct-to-consumer disruptors in the personal care industry continue to upset traditional brands and raise the bar on digital efforts. But many traditional personal care brands are waking up. Gillette tops this year’s Digital IQ Index: Personal Care, boasting the fastest mobile site and a tactical approach to Amazon and Google visibility. Gartner L2’s sixth annual Digital IQ Index: Personal Care benchmarks the digital competence of 124 brands operating in the U.S.

    Rankings

    124 Brands

    Key

    • Genius

    • Gifted

    • Average

    • Challenged

    • Feeble

    Rank

    Brand

    Class

    1

    Gillette

    Genius

    2

    Dollar Shave Club

    Genius

    3

    Pampers

    Genius

    4

    Huggies

    Genius

    4

    Neutrogena

    Genius

    6

    Dove

    Gifted

    7

    Crest

    Gifted

    8

    Sonicare

    Gifted

    9

    Avent

    Gifted

    9

    Johnson's Baby

    Gifted

    9

    Vicks

    Gifted

    12

    Garnier

    Gifted

    12

    Olay

    Gifted

    14

    Burt's Bees

    Gifted

    14

    Norelco

    Gifted

    14

    Oral-B

    Gifted

    17

    Aveeno

    Gifted

    17

    Seventh Generation

    Gifted

    19

    Harry's

    Gifted

    19

    U by Kotex/U by Camelia

    Gifted

    21

    Braun

    Gifted

    21

    Colgate

    Gifted

    21

    Schick

    Gifted

    24

    Always

    Gifted

    24

    Flonase

    Gifted

    26

    Old Spice

    Gifted

    27

    Depend

    Gifted

    28

    Honest

    Gifted

    29

    Boudreaux's

    Gifted

    29

    Mucinex

    Gifted

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