Gartner for Marketers Research

Gartner L2 Digital IQ Index May 15, 2019

Personal Care US 2019

Between consumer demand for natural and sustainable products, retailer profitability requirements and an evolving digital marketing ecosystem, personal care brands in the U.S. face numerous challenges. After grappling with eroding market shares over the past few years, CPG giants have fought back. While some have turned toward acquisitions, others have doubled down on digital marketing while expanding their e-commerce and direct-to-consumer capabilities.

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    Rankings

    137 Brands

    Key

    • Genius

    • Gifted

    • Average

    • Challenged

    • Feeble

    Rank

    Brand

    Class

    1

    Gillette

    Genius

    2

    Pampers

    Genius

    3

    Burt's Bees

    Genius

    4

    Neutrogena

    Gifted

    5

    Crest

    Gifted

    6

    Huggies

    Gifted

    7

    Dove

    Gifted

    8

    Oral-B

    Gifted

    9

    Colgate

    Gifted

    10

    Sonicare

    Gifted

    11

    Aveeno

    Gifted

    12

    Always

    Gifted

    12

    U by Kotex/U by Camelia

    Gifted

    14

    Honest

    Gifted

    14

    Johnson's Baby

    Gifted

    14

    SheaMoisture

    Gifted

    17

    Avent

    Gifted

    17

    Norelco

    Gifted

    17

    Tampax

    Gifted

    20

    Olay

    Gifted

    21

    Braun

    Gifted

    21

    Garnier

    Gifted

    21

    Mustela

    Gifted

    21

    Vicks

    Gifted

    25

    Dollar Shave Club

    Gifted

    26

    Listerine

    Gifted

    27

    Aquaphor

    Gifted

    27

    CeraVe

    Gifted

    27

    Depend

    Gifted

    27

    NicoDerm CQ

    Gifted

    Digital IQ Score By Dimension

    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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