L2 Think Tank had studied beauty brands in digital competences, and divided the scores in to 5 groups range included Genius 140+, Gifted 110-139, Average 90-109, Challenged 70-89, and Feeble <70.

The digital index explored Site and E-commerce (35%), Digital Marketing (30%), Mobile (20%), and Social Media (15%).

The research covered the digital mind such as effectiveness of brand site and e-tiler investments, Search, Display, and Email Marketing efforts, Compatibility, Optimization, and Marketing on Mobile Platforms, Brand presence and media optimization.

Here are the results of Beauty Digital IQ Score Ranking 2014

 

Rank & Digital IQ Scores

1 L'Oreal 152

2 Lancôme 144

3 Clinique 143

4 Estée Lauder 138

5 Maybelline 138

6 Benefit 136

7 Urban Decay 136

8 Kiehl's 135

9 Bare Escentuals 134

10 MAC Cosmetics 134

11 Olay 133

12 AVON 131

13 AVEDA 129

14 Covergirl 129

15 Bobbi Brown 128

Key findings

- In 2014, nearly one-third of e-commerce enabled brands offer live chat, 80% of brands offer a customer service phone number, 14% have a 24/7 phone line, and no brands offer 24/7 live chat service.

- For email content, 46% highlight free shipping, 44% gift with purchase, 23% percent discount, 19% sample with purchase, 7% $ off, 3% flash sale, etc.

- Percentage of index brands on Social Media Platforms, 99% of Facebook, 99% YouTube, 94% Twitter, 89% Instagram, 76% Pinterest